They may not be the subjects of glitzy ad campaigns from the sneaker giants, but the aging Baby Boomer set is buying up athletic footwear at a record pace. Consumers, aged 71+ and most flush with plenty of disposable income, have spent more than 50 percent more in dollars on athletic shoes during the first nine months of 2021 compared to the same 2019 period, according to new data from the NPD Group, Inc. Conversely, younger consumers in the 16-19-year-old range, spent 7 percent less year-to-date on athletic shoes through Sep. 30. Those in the 36-51-year-old and 52-70-year-old age ranges produced 20 percent dollar sales increases over the comparable period. Meanwhile, 20-35-year-olds spent 11 percent more on their kicks over the nine months.

Through the first nine months of 2021 as compared to 2019, total U.S. athletic footwear sales rose 18.8 percent in dollars to nearly $21.3 billion, the research group found, with units rising 3.8 percent and Average Selling Prices (ASPs) increasing 14.4 percent. Year-to-date quarterly athletic footwear volume has been up double digits in each period, although it slowed to 12 percent growth in Q3 after 17% (Q1) and 29% (Q2) increases during the first half of 2021, NPD said.

Meanwhile, online athletic footwear sales rose 63 percent during the first nine months of 2021 versus the comparable 2019 period as total category sales in stores dipped 3 percent. NPD found that ecommerce accounted for 37 percent of all athletic footwear dollars for the nine months versus 40 percent in same 2020 period and 26 percent during the first nine months of 2019.

Women’s athletic footwear sales were up 24 percent through nine months. But in the athletic specialty and sporting goods channels, women’s athletic footwear sales increased 38 percent (vs. comparable 2019 period), outpacing both men’s (+14%) and children’s (+23%). Among all categories, Sport Lifestyle (+21%) paced dollar volume growth for the nine months, NPD reported, followed by Running (+19%) and Work/Safety (+23%). Among lower sales volume categories, Sports Slides (+39%), Hiking (+25%) and Walking (+46%) had significant dollar volume increases over the nine months. Training (-9%), Basketball (-2%) and Outdoor Water Sandals (-4%) were the decliners.

A closer examination of NPD’s y-t-d Running data shows a 25 percent y-t-d increase for women’s and 14 percent increase for men’s, which accounts for 45 percent of the category’s dollar volume. Nike’s market share in running has dipped 8 points since 2019 and now stands at 27.9 percent, NPD said. While Brooks (+6%) led the category’s gainers, followed by Hoka (+3%) and ON (+3%), adidas dropped 3 points and New Balance, Saucony and Fila were each off 1 point through nine months.

Looking ahead to the impending 2021 Holiday Season, NPD is offering several predictions. Among them: Black Friday and Cyber Monday disappoint; Ecommerce resets at a new higher level; Footwear sales grow mid-single digits as Activewear sales increase high single digits; and Running, Trail Running and Hiking each post strong gains.