When the Going Gets Tough…We Buy Shoes Online

Posted on | August 12, 2008 |

I know it might seem odd to keep insisting that the nation’s current economy means great opportunities for e-tailers and online marketers…but the evidence just keeps piling up.

The most recent I’ve read is an article in Footwear News that highlights some recent successes in online retail:

• Zappos is projecting a $160 million increase in sales this year as compared with 2007.
• Amazon.com just upped its revenue forecast, in-part thanks to an “exceptionally strong second quarter.”
• Shoebuy.com has “record traffic” of over 5 million visitors per month.

Most of the sources from footwear retailers said that they didn’t think customers were necessarily shopping online because of rising gas prices…but frankly, who cares? There seem to be some persistent and significant increases in online shopping and browsing. It probably has something to do with the flagging economy, and the way you market to newly-frugal shoppers shouldn’t change all that drastically whether the specific reason is sky-high gas prices or shoppers who are at work with no time to shop in malls.

One more nuanced point here is that shoe retailers, according to Footwear News, are doing particularly well. Since the big shoe sites tend to give higher affiliate commissions than apparel sites, this could be a doubly valuable opportunity for affiliates like us.

Another important takeaway: it’s helpful to market to consumers’ new, frugal lifestyles, and remind them that there are reasonably-priced products out there to make things a little easier or more enjoyable. A spokeswoman from Endless.com, Amazon’s footwear shop, said that commuters are taking public transportation more often, and want “comfortably stylish shoes to commute in.” We’ve been working with this concept recently on SheFinds and Real Simple’s Simply Stated, suggesting stylish lunch bags to make readers happy to be economical about eating at work, and luxurious soaps that let women indulge a little without breaking the bank. Readers have been responding positively.

Online shopping expert, Michelle Madhok, is the CEO of White Cat Media Inc. publisher of blogs SheFinds.com and MomFinds.com, sites that help busy women shop online.

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