What’s Kicking in 2025
Work boots are footwear, but for many of us, they’re also a lifestyle, a necessity, and a representation of our deepest values. But getting customers to choose your boots takes a lot more than a steel toe and a desperate prayer.
To help you understand what’s driving today’s work boot buyers, Kinetic319 and Planet Propaganda teamed up to conduct a nationwide survey. We screened 301 individuals likely to purchase work boots and collected 104 completed responses. Here’s what we found:
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Streamlining the Journey to the Checkout Counter
Go to sectionWhat’s stopping potential buyers from lacing up? We’ll dig our heels in.
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Where Buyers Are Finding Their Next Pair
Go to sectionSee where shoppers are hunting for their next perfect fit.
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When the Boots Are Bought
Go to sectionLearn the timeline for work boot purchases and how to stay top of mind.
making moves to "buy now"
Streamlining the Journey to the Checkout Counter
Even the toughest boots don’t always make it from try-on to check-out. So what’s keeping buyers from making the purchase?
Comfort and durability top the list, with more than 60% and 50%, respectively, of all customers citing these as important features. Price comes in next, concerning about half of all customers as well, followed by safety, style, and brand reputation.
To avoid these pitfalls, consider offering tiered pricing, limited-time discounts, or “try-before-you-buy” programs. Highlighting comfort and durability in your marketing can also help stomp out hesitation.
finding the perfect fit
Where Buyers Are Finding Their Next Pair
When it comes to finding the perfect work boot, buyers rely on a mix of trusted sources.
More than 50% turn to word of mouth (because nothing beats a buddy’s recommendation). Over 30% trust in-store advice, while online ads, trade magazines, and social media platforms each influence just under 30%. TV and radio still hold sway for over 20%.
To capture attention, make your marketing as tough as your boots: partner with influencers, showcase real workers in action, and create shareable content that gets people talking.
where buyers are headed
When and Where the Boots Are Bought
Buying work boots isn’t a spur-of-the-moment decision. It’s something shoppers mull over carefully, and often, at multiple locations.
your journey to success
Marketing Strategies That Work
When it comes to selling work boots, a little creativity can go a long way.
- Real workers: More than 40% of respondents recalled ads with real workers and the boots.
- Durability tests: 35% remembered seeing boots put to the test in tough conditions.
- Discounts and promotions: Another 35% were drawn in by deals.
- High-quality visuals: Over 20% appreciated ads with strong storytelling and visuals.
To stand out, focus on authenticity. Highlight your boots in action, offer irresistible deals, and tell compelling stories that resonate with your audience.
Kick Your Marketing Into High Gear
Let these insights serve as your blueprint for stomping out the competition and stepping up your marketing game.
Lace up, get out there, and make 2025 your best year yet.