Who Buys Your Shoes and where?

23 April 2026

The way consumers buy shoes is changing rapidly. Yet physical stores continue to play an important role. New research by RMC shows that retailers who understand their target audience can respond more effectively to purchasing behavior and market opportunities.

Research among 1,137 Dutch consumers from the Motivaction StemPunt panel shows that 58% buy shoes in-store more often than clothing. In addition, 44% prefer buying formal shoes in a physical store rather than sneakers. A clear confirmation that the shop floor remains relevant.

Online or In-Store? The Difference Lies in the Target Audience

While physical stores remain important, preferences vary significantly by consumer. Young adults aged 25 to 34 tend to shop online more often, while other groups continue to prefer the familiarity of brick-and-mortar stores.

According to Motivaction’s Mentality Shopper Profiles model, values and lifestyle often play a greater role than age or income.

For example, consumers focused on career, success, and trends are notably more likely to shop online. In contrast, shoppers who value security, tradition, and trusted brands are quicker to step into a physical store.

What Does This Mean for Retailers?

The findings highlight the importance of audience segmentation. Retailers who know who is walking down the shopping street — and what motivates those customers — can better tailor their assortment, communication, and in-store experience.

For retailers, this creates concrete opportunities to: