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As Young Adults Face Financial Strain, They’re Pulling Back on Outdoor Activities — and Brands Are Feeling the Impact

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As Young Adults Face Financial Strain, They’re Pulling Back on Outdoor Activities — and Brands Are Feeling the Impact

The second quarter of 2026 is reflecting a widening gap between dollars and units in casual outdoor shoe sales.

A second quarter report on outdoor retail sales from the Outdoor Industry Association (OIA) shows that the outdoor market is getting more fragile due to a pullback on consumer demand.

OIA found that young adults between ages 18 and 34 are facing disproportionate financial strain and declining outdoor participation. This particular demographic is feeling the strain most acutely, and their decline in participation represents “both the greatest risk to the market and, handled well, its greatest long-term opportunity.”

Overall unit sales for outdoor shoes were down 7.4 percent, while the average footwear price jumped 9.8 percent to $75.62, according to the report.

The OIA reports draws on Circana’s Athletic Specialty and Sporting Goods retail panel. The second quarter outdoor retail sales data reflects a market where total dollar sales slipped less than 1 percent as unit sales fell 5.3 percent across every major product category. That’s a sign that price — not demand — is holding the market up. Moreover, the 5.3 percent decline was on top of a 7.3 percent decline in the first quarter of 2026. And using footwear as one category example, the indication is that consumers are holding onto their casual shoes longer before they decide to replace them.

“Higher prices, not stronger demand, are what kept total dollar sales from falling further, and that dynamic cannot hold indefinitely,” the OIA said in an executive summary.

Not surprisingly, technical running footwear continued to grow even as more casual styles slipped.


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