Schuh reveals ‘most wanted’ footwear this Christmas

With almost half of the nation (43%) hoping to unwrap new shoes this festive season, UK high street footwear retailer Schuh has revealed the top 10 ‘most wanted’ shoes this Christmas.

New research carried out by One Poll on behalf of Schuh, surveying 2,000 UK adults (18-plus) between 14 -17 November 2025, revealed that Nike Air Max came out on top as the most wanted among 13% of respondents, shortly followed by Dr. Martens boots with 12% and Nike Air Force 1 (11%).

Adidas Samba and Converse All Star came it at joint fourth most wanted with 10% apiece, followed by Nike Air Jordan (9%), New Balance 550s and Ugg boots (both with 8%) and Adidas Stan Smith and more generic ‘Chelsea Boots’ both on 7% of respondents most wanted lists.

The findings are part of Schuh’s ‘Past, Present(s), Future’ campaign, celebrating the power of meaningful Christmas gifting and helping shoppers find the perfect pair.

Nicola Monachello, Chief Product Officer at Schuh, said: “It's exciting to see styles like Dr. Martens boots and Nike Air Max not only recognised as all-time classics, but also topping Christmas wish lists.

“Celebrating the festive season can take many forms, but we understand the power of meaningful gifting and the joy people feel when unwrapping a new pair of shoes or trainers.

“Whether it’s the hottest boots for your trend-led friend or giving a hard to buy for sibling the perfect pair, nothing beats the feeling of knowing you’ve given a gift that they’ll love.”

As a ‘footnote’, although footwear tops many people’s Christmas lists, the survey also revealed that 46% of shoppers worry loved ones might not pick the right style.

The research also asked respondents what they thought was the ‘most iconic’ footwear, with Dr. Martens boots claiming top spot with 38%, followed by Converse Chuck Taylor All Stars (17%) and Nike Air Max (16%).

Other notable mentions include Ugg boots (14%), Nike Air Force 1 (12%) and “the ever-divisive but much-loved” Crocs (8%).

Gen Z came in as the most excited generation to unwrap footwear this Christmas, with 74% saying they can’t wait to see new shoes under the tree. They are also willing to invest in a standout pair, with 20% planning to spend between £80–£100 and 13% over £200.

When it comes to their most iconic styles, Gen Z  favour Nike Air Force 1 (27%) and Nike Air Max (26%), “highlighting a love for sneakers that are both versatile and eye-catching”.