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Document Summary: Consumer Data Trends in April 2025

Core Content Overview

This document provides a detailed analysis of consumer data trends across multiple subsectors in April 2025, focusing on web traffic, foot traffic, app downloads, and social media engagement. It highlights key performance shifts, identifies top performers, and discusses the implications for investor sentiment and stock performance.

Key Trends by Subsector

1. Athletic Apparel Category

• Foot Traffic: Nike (NKE) saw its second consecutive month of positive growth in April, up 2.5% YoY, marking the first non-negative growth in over a year. This was a key driver for the overall athletic apparel category, which grew by +0.0% YoY in April.
• Web Traffic: The category saw a deceleration in web traffic, with NKE’s web traffic declining to -29.1% YoY from +18.2% in March.
• Notable Brands:
  • LULU: Web traffic improved to +17.5% YoY, while foot traffic increased to +8.3% YoY.
  • UAA: Web traffic improved to +20.9% YoY, while foot traffic rose to +3.9% YoY.
  • NKE: Foot traffic growth continued to outpace others, with a +2.7% YoY increase, and web traffic remained a concern.
• NKE's Strategy: The company shifted promotions to older inventory in its Nike Factory Stores to clear channels and support new launches, indicating a strategic move toward a V-shaped recovery.

2. Athletic Footwear

• Web Traffic: The category saw a slowdown, with HOKA leading with a 37% YoY growth, outperforming the subsector average.
• Foot Traffic: Overall athletic footwear foot traffic declined to -4.5% YoY in April, following a 1.4% increase in March.
• Key Brands:
  • HOKA: Web traffic improved significantly to +37% YoY, up from +13% in March.
  • ASO: Foot traffic improved to +3.8% YoY, overtaking DKS in rankings.
  • DKS: Foot traffic declined to -4.5% YoY, with web traffic also lagging behind ASO.
• Foot Traffic Rankings: Adidas and Nike remained top in foot traffic, while HOKA and ASO showed strong performance in web traffic.

3. Fitness

• Foot Traffic: Grew 4.3% YoY in April, following 5.8% in March and -4.7% in February.
• Key Brands:
  • PLNT: Foot traffic grew 4.2% YoY, showing a slight slowdown from March.
  • XPOF: Foot traffic reverted to negative growth (-1.5% YoY), despite some positive changes in individual locations.
• Web Traffic: Improved sequentially, with XPOF and PLNT maintaining their top positions in rankings.

4. Household Lifestyle Brands

• Web Traffic: Grew 7.4% YoY in April, with SN (Shark & Ninja) showing the strongest growth at +49.1% YoY.
• Foot Traffic: Overall remained negative, with some brands like YETI and COOK showing improvement.
• App Downloads: SN saw the strongest app download growth at +49.1% YoY, while COOK also improved.
• Social Media: Engagement remained stable, with no significant changes in rankings.

5. Home Improvement

• Foot Traffic: Declined to -3.7% YoY in April, following -0.3% in March and +8.9% in February.
• Web Traffic: Continued to weaken, with TSCO showing the worst web traffic at -13.7% YoY.
• Key Brands:
  • RH: Web traffic rebounded to +8.1% YoY, leading the group in foot traffic.
  • WSM: Web traffic fell to -6.3% YoY, with foot traffic also declining to -5.4% YoY.
  • ARHS: Experiencing the sharpest foot traffic decline at -16% YoY.
• Foot Traffic Rankings: RH led the subsector, followed by WSM and ARHS.

6. Sporting Goods

• Foot Traffic: Declined to -4.5% YoY in April, following -1.4% in March and +12.5% in February.
• Web Traffic: Remained weak, with Golf Galaxy showing the sharpest YoY decline.
• Key Brands:
  • ASO: Foot traffic improved to +3.8% YoY, overtaking DKS in rankings.
  • DKS: Foot traffic declined to -4.5% YoY, with web traffic also lagging.
• Foot Traffic Rankings: ASO took the lead, followed by DKS.

7. Discount & Mass Retail

• Web Traffic: Dollar General (DG) and ROST showed the strongest growth at +12.8% and +12.7% YoY, respectively.
• Foot Traffic: dd's DISCOUNTS led with +6.5% YoY growth, while TGT and MUSA saw declines.
• App Downloads: BJ's Wholesale Club had the highest YoY growth at +24%, followed by COST and MUSA.
• Social Media: Burlington and BURL saw the strongest growth, with BURL increasing by 150% YoY.

8. Department Stores

• Web Traffic: Mostly declined, with Macy's at -14% YoY and Kohl's at -26.4% YoY.
• Foot Traffic: Declined to -3.6% YoY, with Macy's at -8.1% YoY and Kohl's at -2.1% YoY.
• Rankings:
  • Web Traffic: Saks led, followed by Nordstrom Rack and Macy's.
  • Foot Traffic: Nordstrom led, followed by Dillard’s and Neiman Marcus.

Main Points & Key Insights

• NKE's Foot Traffic Recovery: Nike's foot traffic growth marks a key inflection point in the athletic apparel category, signaling a potential recovery.
• Coach (TPR) Performance: Coach's web traffic slowed from 19% to 8%, while foot traffic accelerated from 1% to 5%, indicating a shift in consumer behavior.
• RL (Buy) Recovery: RL’s web traffic rebounded to +19% YoY from -4% in March, and foot traffic improved from -5% to -1%, showing positive momentum.
• Vans (VFC) Decline: Vans continued to face challenges, with both web and foot traffic declining, despite some seasonal improvements.
• Consumer Health Index: The index improved slightly, but remained weak, with limited expectations for discretionary stocks.
• Foot Traffic Rankings: In several categories, brands like NKE, ASO, and RH maintained top positions, indicating strong consumer interest.
• Web Traffic Trends: Some brands like HOKA, SN, and DG saw significant growth, while others like TSCO and FND faced declines.

Conclusion

The data highlights a mixed performance across consumer discretionary sectors in April 2025, with some brands showing positive signs of recovery, especially in athletic apparel and household lifestyle categories. However, challenges persist in areas like fitness and home improvement, with continued declines in web and foot traffic. Investors are closely watching for signs of improvement in brands like Vans and RL, while Nike's foot traffic growth is seen as a positive signal for its V-shaped recovery. The document suggests that while certain subsectors are showing promise, others remain under pressure, with limited multiple expansion potential.