Gold Medal winning retailers tell us what’s on their wish lists for the footwear business in 2026. In the previous issue of Footwear Insight, we celebrated the recipients of the 2025 Gold Medal Service Award for Outstanding Customer Service and shared insight from those stores about how they deliver great service on a daily basis. In this issue, we hear more from top independent footwear retailers about what their hopes (and dreams) are for the year ahead.

Q. If you had one wish for the footwear business in 2026, what would it be?

“I hope to see my fellow retailers increasingly support the vendors that are focused on being the best partners to brick-and-mortar stores. I am comfortable with brands selling on their own DTC websites when it’s on a level playing field, but some are currently taking unfair advantage of the retailers who were instrumental in building their brands and market presence.” — Troy Dempsey, The Heel Shoe Fitters

“I would love to see younger customers shop brick-and-mortar retail more often, especially locally owned businesses. I understand how convenient it is to shop online, but there’s an entire generation that doesn’t even know what incredible customer service looks like. Plus, when you shop locally, you support your community. We’re all in this together.” — Tammy Wellington, Earth Walk Shoes

A return to brick-and-mortar shopping and better relationships with vendors and independents so that we can continue to provide the best service we can.” — Erika Boger, Boger’s Shoes

“A more unified and fairer playing field between independent retailers and DTC giants: especially around availability, MAP consistency, and drop-ship support. When brands treat independents like true partners, everyone wins.” — Stephanie Stout, Stout’s Footwear

“If I had one wish for 2026, it would be for predictability. The last handful of years have had challenges for retailers: from supply chain issues, to staffing problems, to inflation, to energy prices, to tariffs, and so on. Each year had its own villain. It has been a roller coaster of unpredictability. It would be incredible if we had a year that had fewer surprises and less unknowns, so we can properly plan. However, I guess that we wouldn’t be in retail if we didn’t like a like chaos.” — Chris Stanley, Lamey-Wellehan

“Continued collaboration with vendors and with independent retailers. When vendors create special product and special inventory for the independent channel it gives us a little bit of leverage to the e-commerce and the big box… so we’re not getting steamrolled by the big box and the big websites. Collaboration with vendors and the independent retail channel will help benefit all independent retailers through 2026.” — Markus Lopez, Beck’s Shoes

“What I wish for the retail shoe business is what I wish for all brick-and-mortar retail businesses... to provide an improved customer experience that creates enough value for customers to want to leave their house and walk into our stores. The better we retailers are collectively, the more people will come out and shop. We need the average consumer to be increasingly aware of the value of fabulous service in a great brick-and-mortar store.” — Holden Nagelberg, Sole Provisions (family of stores includes Sole Provisions, RB Shap Shoes, Pegasus Footwear, Alan’s Shoes, InStep and The New Harry’s)

“We’d really like to see some price control in 2026, and perhaps a hold on wholesale increases seemingly every two weeks. In addition, I’d really like to see our partners do a little more to drive consumer traffic to legitimate independent footwear retailers who are committed to the brand and the craft.” — Ted McGreer, Ted’s Shoe and Sport

“My wish is for the industry’s renewed support of independent retailers to continue. Since COVID, we’ve heard ‘thank you for being here’ more than ever, yet we also see growing competition from large online and direct-to-consumer channels. We love serving our community, and the more opportunity we have to connect with customers directly, the better we can deliver exceptional products and truly unmatched service for years to come.” — Jake Humphreys, Humphreys Bootery

“My wish would be to solve the DTC issue that is such a hot button for our industry at the moment. I get it, believe me. I’m a business owner myself. I understand why brands do what they do (frequent discounts, quick and free shipping, heavily marketing potential customers). While most independent retailers make a great point that a lot of these brands ‘use us’ (independents) to showcase their products and legitimize their brands (which we do), these brands truly don’t owe us anything. We know what we are signing up for when we do business with them. It doesn’t make it right or fair. My wish is that brands would not be so quick to discount and that they would offer retailers the same shipping times as they do that brand new customer that visits their DTC site. Finally, one of the biggest issues for me is when products or sizes are available on the DTC site, but not available on the B2B site. That simply isn’t right, let’s fix that!” — Dave Van Dis, V&A Bootery

“Our wish for 2026 would be for brands to be better partners and less competitors. The brand partnerships that do exist are so valuable and really elevate the experience not only for us and our team but also for the customer. Better partners affect product getting on feet.” — Ryan & Lanne Stauffer, Market Street Shoes

“For the love of all that needs to be better in retail, my wish for 2026 would be for our vendors to STOP the DTC discounting. Believe in the integrity of your brand and let us all be on the same playing field. Stop going off MAP at your every whim. I agree that discounts have a place, like near the end of season or life cycle of particular styles, but not just whenever the vendor feels like it which goes directly against their own MAP policies.” — Brenda Felger, Felger’s Footwear‍

“I would wish for improved customer confidence across the board.” — Mike Schuler, Schuler Shoes

“My wish would be that brands would be more loyal to small business owners and not cater to the large conglomerates.” — Shari Kowasic, Solely Comfort

“My wish for the year is find more people like our store’s assistant manager Carissa who want to be in the shoe business and wants to be an owner. Carissa was the salesperson at our store who got to wait on the secret shopper [for the Gold Medal Award scoring]. She is the young person we are all looking for. She is kind, energetic and is working hard to earn her own ownership in a Brown’s Shoe Fit store.” — Craig Jarrard, Brown’s Shoe Fit Co. Fort Dodge

“If I had one wish for 2026, it would be better in-season availability and a more open path for small retailers to access the brands customers are asking for. Independent stores hear the demand every single day, but sometimes it feels like certain brands are gatekept. Either by vendors or by other retailers, which makes it harder for small local businesses like ours to serve the customers right in front of them. There’s enough need and interest for these brands across all types of stores, and it would be great to see a more level playing field and more support for independents.” — John Seliga, Seliga Shoes

“Fewer tariffs so customers aren’t leery about shopping. That is what is affecting my business most right now.” — Helen Reid, The Walk Shop

“If I had one wish for 2026, it would be greater alignment between footwear brands and retailers around fit diversity and availability. When the entire footwear ecosystem pulls in the same direction, we can serve people better—and that benefits everyone.” — Jim Dament, Schuler Shoes

“I could sit here and scream ‘we need better margins!’ But we’ve all been screaming that for many years, so I’ll be different and call for the brands to use their resources to change consumer trends. If your brand isn’t calling for the consumer to shop in store, by way of not offering welcome coupons or partnering with local advertising, you are not good partners, you are in competition with us.” — Alex Maltezos, Tenni Mocs

“That comfort, quality, and true service become the center of the industry and customers continue seeking out experts who can fit them right and take great care of them.” — Shawn O’Neill, Comfort One Shoes/Saxon Shoes/Happy Feet Plus

“A robust economy where customers have the confidence and income to make more purchases.” — Dawn Purtle, Peterson Shoes

“In 2026 we hope to see fresher product in the market. Customers are looking for something new and different.” — Ed Montano, Montano’s Shoes

“This could be a huge wish list. I do not like to live with my head in the clouds. Being a small business owner in our current economic environment is challenging. I am a sixth-generation owner of a business that started in 1836… I have articles and advertisements from over the last 189 years, one of the ads for the 125th Anniversary in 1961 starts by saying, ‘Our store has remained in business in the same town with the same family for 125 years. It goes on to say ‘for 125 years we have survived six wars, four depressions, many recessions, shoe rationing, honest and dishonest competition… we survive because we maintain the old-fashioned virtues that were practiced when our business was founded: honesty, sincere desire to fit and please, quality merchandise and well-trained personnel assure us a bright future’

  I use this example to answer what is my one wish: As a business you can wish for lots of things but there will always be things to deal with, I am grateful for all those things easy and hard, good and bad. I am blessed to be able to walk into this business every day.” — Melissa Walker, Walker’s Shoe Center

“More stability and predictability. Rising prices, tariffs, inflation and political instability all hurt consumer confidence and our ability to make informed business decisions.”     — Alex Carr, Tops for Shoes

“For 2026, our one wish is to fully unlock the potential of Chiappetta Shoes, Shoe Dogs United, Brown’s Foot Bath, and the Chiappetta Enterprises operation. My brother Nick and I have worked extremely hard over the years, developed some great businesses, and have a ton of upside to scale operations. We have a great team and have an incredible base to work from so we’re grateful for that! But the foundation of at least three more businesses is set so we look forward to scaling Brown’s Foot Bath to at least 500 doors, unlocking the potential of Shoe Dogs United as a force in the industry, a new tech company, and a few other goodies we’ll share in the near future! It all comes down to capacity, talent, and patience. All three matter and you’ve gotta take what you get and run with it at any moment.” —Tony Chiappetta, Chiappetta Shoes

“My wish for 2026 is for manufacturers to reconnect with the retail channel in a meaningful, authentic way. Many brands built their success through retailers, history shows very few grew without that partnership. Retailers have been the backbone of their growth, yet a number of brands have lost touch with that reality.

  What we would like to see is genuine support, not mixed messages, support that matches what’s being said, not just promised. When brands and retailers work together, both sides win, and customers get a better experience. A stronger, more honest partnership across the industry would benefit everyone.” — Andy Vanderloop, Vanderloop Shoes

Meeting Demands & Overcoming Challenges. Gold Medal Award winning retailers tell us about some of the hardest demands to meet for their consumers, and how they manage these challenges.

“The demand for comfort in the dress category is often the hardest to meet. Our customers are used to more practical footwear with a focus on comfort and helping adjust their expectations when dressing for an event can be challenging. When is some brand going to bring Hoka bounce, with Dansko support to a fashionable event item and offer it in widths? Now that is a challenge! Our strategy is to address the exception first then measure and bring options for best fit in the dress category. We carry heavy stock in the items we find work best for that specific need.” — Helen Reid, The Walk Shop

“Today, the hardest demand to meet is the rise of vendor-exclusive releases. It’s never easy to tell a customer we can’t access a product and must send them online. Our strategy is to continue expanding our assortment, strengthening vendor partnerships, and ensuring we always have strong alternatives our customers can trust.” — Jake Humphreys, Humphreys Bootery

“The biggest challenge is having the right widths for customers. We try to stock as many sizes as possible, but narrow shoes are harder to find. We make sure to stock brands like SAS, Vaneli and Ros Hommerson for sizes and widths.” — Lisa Gonzalez, Randy’s Shoes

“Rising costs and online sales. We do everything we can to not pass the higher cost onto our customers. Competing with online retailers is difficult because everything is available on demand with the click of a button. You can only get the highest customer service with sit and fit face to face interaction. That’s something online can’t give you.” — Erika Boger, Boger’s Shoes

“Having the shoe in stock in the size and color they want is the hardest customer demand to meet on a daily basis. They want the shoe today, they want to try it on now, that’s why they came here to your store. They don’t want to play the internet game or shop at 5 different stores. We address this demand by giving them the largest selection of stylish and comfortable shoes in the Southeast. We hear many people say, ‘if you can’t find a shoe here, you can’t find it anywhere’. When business is good, we reorder weekly to keep up with demand.” — Alex Carr, Tops for Shoes

“The toughest demands today come from customers with complicated comfort issues or the expectation of instant results. Our strategy is to explain the ‘why’ behind our recommendations. Most people appreciate that level of care.”— Andy Vanderloop, Vanderloop Shoes

“The hardest demands today are speed and specific product requests. We’re tackling them with better inventory, faster transfers, and ongoing training so our teams can problem-solve quickly... and still have fun doing it.”— Shawn O’Neill, Comfort One Shoes/Saxon Shoes/Happy Feet Plus

“Right now, the hardest customer demand to meet is simply having every size, width, and color available exactly when people want it. With how quickly trends move and how wide the needs are, staying fully stocked is a challenge for any independent retailer. We’re investing more in widths, ordering deeper in our top sellers, special ordering faster when we can, and communicating clearly so customers always know their options. Even if we don’t have the perfect pair on hand that minute, our goal is always to find a solution.” — John Seliga, Seliga Shoes