According to Rademar Category Manager Ragnar Pruuns, Estonian consumers prefer versatile sports shoes that are not designed for one specific sport but are suitable for everyday activities, light exercise and leisure. “People often choose a model that can also be worn with jeans and other casual clothing,” said Pruuns. However, for regular running or more intensive training, it is advisable to choose footwear specifically designed for the activity.
According to Pruuns, Estonian consumers are currently highly price-sensitive and pay close attention to special offers. There are even cases where customers return products they have already purchased because the same model goes on sale shortly afterwards. “Consumers are buying fewer sporting goods at full price than before. This is influenced by economic uncertainty, more cautious consumer spending and rising prices in other everyday expenses. At the same time, we are seeing the first signs of the situation stabilising,” Pruuns added.
He explained that a more affordable shoe does not automatically mean it is a poor-quality product. The differences often lie in the materials and technologies used. “More expensive models generally incorporate more advanced technical features and lighter, more durable or more supportive materials. More affordable shoes have a simpler construction, for example, using standard foam soles and upper materials,” Pruuns explained.
According to Rademar, customers are also increasingly choosing to split the cost of more expensive footwear into several payments. The use of such payment solutions is strongly seasonal, increasing particularly in autumn and winter when consumers purchase more winter footwear and sports shoes. This trend is also reflected in Inbank's statistics, which show that the number of “buy now, pay later” agreements in sporting goods stores has increased by 71% so far in 2026 compared with the same period last year. Meanwhile, the average purchase value has remained unchanged.
According to Hanno Ladvas, Head of Inbank's Estonian Business Unit, Estonian consumers tend to make purchases based on their needs. In a survey conducted by the company, 32% of respondents cited unexpected expenses as the main reason for using financing. “Consumers also often consider their payment method before making a purchase. This shows that people think ahead not only about what they want to buy, but also about how they will pay for it,” Ladvas noted.
In addition to price, design and trends influence footwear choices. Particularly in the case of casual footwear, preferences are strongly shaped by seasonal trends, well-known brands and popular models. Nevertheless, according to Pruuns, Estonian consumers remain relatively practical in their choices. “Most people prefer darker-coloured shoes, such as black, navy blue, dark green and olive green, because they are better suited to Estonia's changeable weather and do not show dirt as easily,” Pruuns explained.
Only after considering these factors do consumers tend to pay attention to the materials and other characteristics of the shoes. “Water-resistant or weatherproof shoes may be more expensive than standard models, but they are worth the investment if they are frequently worn in rainy or slushy conditions,” he added.
Whenever possible, choose footwear designed for the specific sport
Although Estonian consumers prefer versatile models, running, gym training, hiking and everyday activities require footwear with different characteristics.
For running shoes, cushioning, stability and a construction that supports the natural movement of the foot are important. Higher-end models are often lighter and use advanced foam materials that help improve the running experience. Racing shoes may also feature a carbon-fibre plate, which can improve running efficiency.
Training shoes, on the other hand, are primarily designed for gym workouts and group fitness classes. Their soles are generally lower and more stable to keep the foot securely in place during exercises.
When choosing hiking shoes, particular attention should be paid to the tread pattern and grip of the sole. “The soles of hiking shoes and their rubber compounds are designed for walking on uneven and slippery surfaces. Casual shoes with smooth soles may be comfortable in the city, but they are not suitable for more demanding hiking trails,” said Pruuns.
“The most common mistake is buying the wrong size or not trying shoes on thoroughly enough. Shoes should feel comfortable from the moment you try them on, so it is worth testing several sizes and walking around in them for a while. Check whether your heel stays securely in place, whether your toes have enough room and whether the shoes pinch or rub,” Pruuns advised.
He also emphasised that even high-quality sports shoes do not last forever.
