Head Over Heels: ShopSmart Poll Finds Women Own 17 Pairs of Shoes

Women Spend $49 Per Pair on Average, with One-Third Having Ever Spent More Than $100

YONKERS, N.Y., March 14, 2011 /PRNewswire-USNewswire/ -- According to a new national poll featured in theApril 2011 issue of ShopSmart magazine, from the publisher of Consumer Reports, women own an average of 17 pairs of shoes (down from 19 four years ago) yet only typically wear three of those pairs on a regular basis. Over half of women (51%) own more than 10 pairs and 13 percent have over 30 pairs (not including athletic shoes). The poll also found that women typically purchase three pairs a year and, on average, spend $49 on a pair of shoes, while nearly one-third (31%) have ever spent over $100 on a single pair.

"Shoes never make your butt look big, you don't have to worry about squeezing into them if you've put on a couple of pounds, and they can instantly make you feel sexier. Maybe that's why, despite the economy, we're still buying shoes," said Lisa Lee Freeman, editor-in-chief of ShopSmart. "So we've compiled a guide to share the hottest trends, the most addictive shoe-shopping websites, how to pick a pair that won't kill your feet, and an investigation into the difference between a $30 and $575 pair of shoes."

Online 'Sole' Searching

--  Buying shoes online is a new national obsession. Almost a third (29%) of
        American women are doing it, a significant increase from four years ago
        when only 14% were buying shoes online.
    --  Over one third (39%) of those who have purchased shoes online have made
        a return.

If the Shoe Fits

--  Nearly one-fifth (19%) have gone shoe shopping to cheer themselves up.
    --  Although the majority of women (86%) are up front with their spouse or
        significant other about their shoe purchase, 14% admit to hiding at
        least one purchase.
    --  Over one quarter (28%) feel shoes are an important part of their outfit
        indicating that they put a lot of thought into selecting them each day.
        Plus over half of women (51%) typically notice shoes other people are
        wearing.

Well Heeled?

--  For everyday footwear, women prefer flats as 39 percent of women
        indicate that it is the preferred heel height. Only 8 percent of women
        wear heels over 2 1/2 inches on a regular basis.
    --  Despite a preference for flats, one quarter have worn heels 4" or higher
        on at least one occasion.
    --  Forty-six percent of women have bought an ugly pair for comfort, but
        more women are willing to tolerate pain for fashion--60% vs. 49%--than
        they were in 2007.
    --  Women take precautions for the pain as 61 percent have carried a second
        pair of shoes to a party or event to change into.

The Taming of the Shoe

--  Forty-eight percent have had a shoe-related injury (blister, break,
        sprain, etc.).
    --  Thirty-five percent of women had an evening ruined by an uncomfortable
        pair of shoes.
    --  Twenty-four percent have fallen because of their shoes.

ShopSmart's Tips on Finding a Great Fit and Avoiding Shoes That Look and Feel Cheap

1. HEEL CUP This is the curved back of the shoe that contains and supports
       your heel. It should fit snugly enough to provide support and prevent
       slipping while walking, yet not be so tight or stiff that it causes
       discomfort, which can lead to blisters.
    2. STRAPS A strappy sandal or pump provides extra breathability. Straps and
       laces also let you adjust shoes to fit your foot. Just make sure they
       don't rub. Elastic is better than rigid straps, as long as it doesn't cut
       into your foot. T-straps support the front of the foot.
    3. PADDING AND ARCH SUPPORT Press down with your fingers inside the shoe:
       The more springiness, the better they'll feel. Some brands incorporate
       extra cushioning at key pressure points (Cole Haan with Nike Air
       technology, Hush Puppies, Kenneth Cole's Gentle Souls line). A shoe's
       arch should match the location of your own.
    4. THE HEEL If you like a heel, aim for one that's between a half-inch and 2
       1/2 or 3 inches max. Anything higher can cause foot and back pain. The
       wider the heel, the more stable the shoe: A platform or stacked heel
       trumps a stiletto. The heel should be positioned under the center of your
       own heel, not set too far back. And of course, a closed heel adds
       stability to a shoe or sandal.
    5. DEGREE OF INCLINE A gradual ascent puts less pressure on the ball of the
       foot.
    6. THE SOLE You want some firmness and note that a softsoled ballet flat is
       no better than a slipper. Rubber or leather beats flimsy plastic.
    7. ORNAMENTATION If the shoe has buckles or other decorative trimmings, make
       sure they're not attached where your foot bends, like across your toes,
       or they might be killers.
    8. TOP STITCHING Shoes with tiny chain stitches around the top can't be
       stretched, and the leather is less pliable. Exposed stitches inside shoes
       can rub and irritate toes. So can linings that peel back, so look for a
       full lining, top and bottom, heel to toe. Calfskin is more breathable
       than cheaper pigskin (which can be identified by small, visible pores).
    9. THE UPPER Go natural. Suede is the softest, foot-friendliest material,
       followed by breathable leather. Fabrics are fine if they're not stiff.
       Patent and mirrored leathers have coatings that make them less pliable,
       and synthetics are the least forgiving.
    10. THE TOE BOX Round or almond shape toe boxes mirror the foot's shape and
        have room for toes to spread out. There should be enough room for your
        toes to move as you walk, yet not so much that your foot slides around
        in the toe box. Pointy shoes aren't necessarily bad; make sure the
        exaggerated tip starts half an inch after the base of your toes.

ShopSmart Shoe Poll Methodology:

The Consumer Reports National Research Center conducted a telephone survey of a nationally representative probability sample of telephone households. 1,009 interviews were completed among women aged 18+. Interviewing took place over January 13 - 17, 2011. The margin of error is +/- 3.1% points at a 95% confidence level.

About ShopSmart magazine:

Launched in Fall 2006 by Consumers Union, publisher of Consumer Reports, ShopSmart draws upon Consumer Reports' celebrated tradition of accepting no advertisements and providing unbiased product reviews. The magazine features product reviews, shopping tips on how to get the most out of products and "best of the best" lists. ShopSmart is ideal for busy shoppers who place a premium on time. ShopSmart has a newsstand price of $4.99 and is available nationwide at major retailers including Barnes & Noble, Wal-Mart, Borders, Kroger, Safeway and Publix. ShopSmart is available by subscription at www.ShopSmartmag.org.

ShopSmart is now available 10 times a year. Subscribe at www.ShopSmartmag.org.

ShopSmart Magazine

CONTACT: Rachel Konik, The Rosen Group, [phone],
[e-mail]; Linda Zebian, Consumer Reports, [phone],
[e-mail]; or Lauren Hackett, Consumer Reports, [phone],
[e-mail]

Web site: http://www.ShopSmartmag.org/