Kids' shoes make up about 20 percent of total footwear sales in the United States and are the second-largest segment of the shoe market. Demand based on the frequent need for replacement drives a large portion of sales in this portion of the industry, although many other factors determine which particular pair of shoes a customer purchases. For a marketing strategy, a small business selling shoes for children should zero in on the reasons parents buy.
Licensed footwear saturates the children's shoe market with television show characters, pop stars, movie stars and comic book heroes.
While a portion of parents give in to the preferences of a child, some parents allow a focus on affordability to override the emotional desires of the kid shopper.
When children reach the preteen and teenage years, constant replacement of shoes due to growth spurts eases to an extent and durability becomes a larger issue.