More shoes showing up under Christmas tree

By Mae Anderson

Associated Press

Published: Sunday, Dec. 23 2012 12:39 p.m. MST

In this photo of Friday, Oct. 12, 2012, customers shop for Rudsak shoes at Macy's shoe department in New York. Shoes are coming out of the closet and landing under the Christmas tree. They're a top seller this holiday season _ a big feat considering they don't usually make peoples' gift lists.

Mark Lennihan, Associated Press

NEW YORK — Shoes are coming out of the closet and landing under the Christmas tree. They're a top seller this holiday season — a big feat considering most years they don't even make gift lists.

Laranda Williams, 39, used to buy clothing, tools and electronics as presents for her family. This year, though, she looked at their feet and got inspired. She bought some Vans sneakers for one of her sons, two pairs of stilettos for a girlfriend of another son, and Nike running shoes for her husband.

"Electronics and clothing get redundant," said Williams, who lives in Clarksville, Tenn. "Shoes are just the wow. I know they're going to use it, and I know they're going to love it."

The shoe-gifting fetish is part of a larger trend of shoppers buying loved ones gifts that they not only like, but also can use. It's this habit of practicality that Americans have been clinging to throughout the economic downturn.

This holiday season, it's meant that mom might not buy Molly an extravagant evening gown she'll maybe wear once. But mom may splurge on $600 Jimmy Choo pumps if Molly needs work shoes or $150 Nike sneakers if her daughter's an avid runner.

"It's about practicality and splurging at the same time," said Marshal Cohen, chief research analyst at NPD Inc., a market research firm. "There's a sense of, 'I know what you need but you haven't gotten it for yourself.'"

As a result, footwear was the fifth most popular gift on shoppers' lists on the day after Thanksgiving known as Black Friday, the biggest shopping day of the year, according to NPD. A year ago, shoes didn't even make it into the top 10 gifts for the season.

Overall, sales of athletic shoes rose 3.4 percent to $3 billion for the three months ending in November, and sales of women's fashion footwear grew 3.2 percent to $6.12 billion.

Chelsey Gates, manager of Chuckies New York, a designer shoe store on the Manhattan borough of New York City, said she's seen more men buying shoes for the women in her life. One of the most popular gifts: Chelsea Paris gold trim ankle-high boots for $695.

"Men come in with cards with perfect instructions: style numbers, sizes and prices," she said.

The trend comes as stores have been trying to find ways to boost sales of shoes, which can carry profit margins of up to 50 percent.

As part of Macy's overhaul of its New York flagship store, the department store combined three different shoe departments and expanded their overall size by 10 percent. The new department has 250,000 pairs of shoes, including everything from $99 Nine West leopard print platform pumps to $400 Donald Pliner multi-colored pumps.

"Women love shoes. This is a category that they care about," said Muriel Gonzalez, an executive vice president at Macy's.

This fall, Saks Fifth Avenue also beefed up shoe departments in about a dozen of its stores. The move continues the luxury retailer's efforts at its flagship New York City store, which it first expanded in 2007 to include more shoes, better service and more stock room capability.

The flagship shoe department, which got a second remake this fall, now takes over the 8th floor, which previously also housed a gift area. The department, which is 40 percent larger, now is the second most productive department in terms of sales per square foot, behind the main floor, which sells cosmetics.

In the past few weeks, Elizabeth Kanfer, Saks' senior fashion and co-brand director for women's accessories, said the retailer has noticed boyfriends or husbands walking in with their significant others and buying a pair of shoes that cost at least $595. She declined to offer sales figures.

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