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Converse and Vans compete to be Schuh's top selling Christmas shoe

Chloe Burney
05 December 2022

Scottish-based footwear retailer Schuh has revealed the top-selling shoes for Christmas over the past 12 years, with Converse taking the lead.

Schuh is a footwear retailer based in Livingston, Scotland. It boasts 132 stores in the UK and Ireland and stocks over 80 brands, such as Converse, Vans, UGG, Nike, Adidas, as well as its own brand.

The data has been collected from in-store purchases and online sales, comparing all of its brands on offer. To determine the results, Schuh analysed internal sales data between 25 November and 25 December each year, factoring in entire business sales and returns.

Only one style of shoe has consistently featured within the top 10 since 2010 - the Converse’s All Star Ox. Alongside the All Star Ox, the All Star Hi made regular appearances. Over the past ten years, Vans Old Skool has poached the top spot, earning the title of best-seller four years in a row from 2016-2019.


The results for the past decade are as follows:

  • 2021 – Converse All Star Hi
  • 2020 – Converse All Star Hi
  • 2019 – Vans Old Skool
  • 2018 – Vans Old Skool
  • 2017 – Vans Old Skool
  • 2016 – Vans Old Skool
  • 2015 – Adidas Superstar Foundation
  • 2014 – Converse All Star Ox
  • 2013 – Converse All Star Ox
  • 2012 – Converse All Star Ox

According to Schuh, Vans and Converse are likely to battle it out for the 2022 top spot. Last week, Adidas welcomed in the holiday season by launching two festive footwear collaborations with Dr. Seuss and Home Alone 2.

US skate and streetwear brand Vans and fellow VF Corporation brand Napapijri recently teamed up to launch a limited-edition footwear and apparel capsule collection that “intertwines brand DNAs with a shared heritage and vision”.

The nation's favourite rubber clogs, Crocs, are also suspected to enter into the top ten, after making a surprising comeback in 2021.

Dan Barker, Senior Buyer at Schuh, told "At Schuh, we stock such a diverse range of shoes, highlighting the sheer popularity of the likes of Converse and Vans, particularly during the festive period. In terms of this year's Christmas best sellers, Dr. Martens is certainly one to keep an eye on - this iconic British brand has featured as a key Christmas bestseller for the past two years and a strong performance for a third year in a row is most definitely on the cards. Similarly, expect a big result from Crocs - they've been fan-favourites throughout 2022 and Christmas should be no different!"

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