Foreword: It’s still OK to Talk About Sneaker Resellers
We published our first Confessions of a Reseller blog post in October and have been eagerly awaiting the chance for number two. We haven’t had a true content series around here, but we’re feeling like this might be the first. With today’s Confessions of a Reseller Episode 2, we remember the words of the late, great James Gannon, who played Lou Brown in Major League (and to our knowledge is not related to Gannon from Zelda): “We won a game yesterday. If we win today, it’s called ‘two in a row’. And if we win again tomorrow, it’s called a ‘winning streak’.”
The honor of our second reseller profile goes to an unlikely candidate – Jennifer W., a 31 year-old west-coast college professor. The juxtaposition to our previous reseller, “Kyle Korver”, couldn’t be more different. Kyle leverages his people skills, tireless work ethic and NYC connections to cop the most hyped releases and flip them as soon as possible at consignment shops. He’s what you probably think of when you think of a reseller. Jennifer, on the other hand, plays the long game, with a measured approach to finding deals on the unlikeliest of shoes, in the unlikeliest of places. Kyle is motivated by ‘the game’ and helping friends cop and, yes, making money. But Jennifer has loved sneakers since before many of you were born.
Oh, one more thing. Jennifer wrote the entire post herself, making this the first true guest post on Campless.
Enjoy her story, and data.
– Campless
Confessions of an Unlikely Reseller (Ep. 2) – Professor Jen
I’m not your typical sneakerhead. I’m a 31-year old woman with a PhD. And I love sneakers. I also love reselling them.
As a college professor, I spend around 60 hours a week teaching and preparing classes in the social sciences, doing research, advising students, and serving on university committees. Needless to say, I have a very busy work schedule! However, I try to live a balanced life and have a number of eclectic interests and hobbies. Little do many people know is that behind the exterior of a studious, soft-spoken young woman is an NBA-obsessed, sneaker fanatic.
Growing up in the early ‘90s, I was really lucky to have fashion-conscious parents who introduced me to the coolest sneakers outside of Air Jordans that a kid could ever want: Reebok Pumps. I remember having a pair of white and pink aerobic pumps that I tried to keep as clean as possible so that I could maintain that brand new out-of-the-box look to them. However, it wasn’t until the mid-1990s when I really got into NBA basketball and became obsessed with what the stars wore. I idolized players like Michael Jordan, Shawn Kemp, Penny Hardaway, and Grant Hill and wanted all of their shoes.
Case in point, exhibit 1, my feet in the ’90s with my OG Kamikazes…what do you know about those Champion socks?!
My parents couldn’t afford to buy me multiple pairs but would try to get me my top pair as long as I worked hard in school. Naturally, the Air Jordan XI Concords were on the top of my list. True to their word, my parents followed through and were able to buy me the Jordan XIs for Christmas. I felt like the luckiest kid in the world and I couldn’t believe that I had my dream shoes in my hands. It would take me a while to then put them on my feet though. I treated the shoes like a priceless work of art and kept the Concords on ice for almost an entire year until I couldn’t wait any longer. When I finally wore my Concords the following school year, they definitely broke some necks at school.
Exhibit 2, my feet in the 90’s again. Same table, but this time with the extremely icy soled XIs
Today, I don’t wait that long to break out a new pair of kicks. I currently own around 30 pairs of sneakers, including the retro model of the Concord XIs. I also own a number of classic Air Jordans, such as both white and black cement IIIs, fire red Vs, infrared VIs, cherry XIIs, and more. I also have newer models like the black/electric-green XX8s and rarer collaborations like the Lance Mountain x Jordan Is.
More recently, I’ve been a fan of the Flyknits and have several pairs dedicated for working out, such as the black/white and multi-color racers. Along with other classics like the royal blue Foamposites and infrared Air Max 90s, I also have a few Kobes, Lebrons, and Dunks sprinkled into the mix. I used to own way more pairs of sneakers but I wanted a more manageable rotation because I wear all of my kicks – although I wouldn’t mind adding a pair of elephant print Air Max 1 Atmos or Hender Scheme Jordan IVs for a good deal (looking for a size 6-7 US men)!
How’d you get into reselling sneakers?
I’ve been reselling sneakers since I was a college student over 11 years ago, when I realized that I could sell my beat-up Air Jordans for a lot more than I bought them for. I had discovered NikeTalk about a year before and was astounded by the sheer number of self-identified sneakerheads on the forum. I first tested the waters by reselling sneakers on NikeTalk and gradually moved over to eBay to reach a larger customer base.
When I first started buying sneakers to resell, it was common to see Air Jordans and other signature models in classic colorways sit in stores on clearance. Nike Dunks ruled the sneaker world. Smartphones were not common then, which forced me to memorize the values of many shoes so I could be ready to spot a “steal” at any point. As times have changed, nonetheless my approach to reselling has remained consistent: I typically purchase overlooked models discounted 50-90% off the retail price. When I get a steal, my buyers get a deal.
Being a reseller fulfills my love of acquiring sneakers and also my entrepreneurial itch. Even as a young girl, I was a mini-entrepreneur – I sold cool sketches I drew to my family members and friends for a few quarters. That enterprising spirit has always followed me, and one day I would love to own my own full-time business. In the meantime, eBay has provided me an outlet to feed my entrepreneurial desires – and a fun hobby where I can buy sneakers without burning a hole in my pocket. I’ve completed over 1,500 eBay transactions over the past 11 years, including 287 pairs of sneakers sold within the last 3.5 years.
Where and how do you acquire sneakers to resell?
I have never waited in a physical line to purchase sneakers and rarely attempt to buy shoes online on release day. I also don’t have any “connects.” Instead, I am more #teambelowretail – a bargain hunter who searches for men’s, women’s, and grade school shoes in stores and online when I have free time. Aside from my family members and close friends, I don’t really talk about reselling now with anyone else and instead follow online blogs, forums, and social media for the latest news and rumors.
Instagram has revolutionized sneaker reselling because of the helpful, like-minded sneakerheads who post their finds in real time using hashtags like #rossfinds. There have been numerous times where someone has posted a noteworthy find from Ross or Nordstrom Rack and I rush to my local stores to find the same sneaker available. In turn, I try to return the favor by posting some of my steals and deals with the same hashtags to help alert others about new inventory in stores.
I never reveal that I am a reseller at stores. At the registers, I am often asked if I am buying sneakers for my significant other (who is not a sneakerhead) and I quickly reply yes to avoid to extended conversation (although he does get a pair from time to time).
As seen in the pie chart below, my top purchase channels are:
- eBay (41%), Ross (11%) Nordstrom Rack (9%), Nike Outlet (5%), and Burlington Coat Factory (4%)
- The other sources (8%) represent a wide range of stores such as sneaker boutiques (e.g., Concepts), consignment shops (e.g., RIF.LA), and retailers (e.g., Foot Locker)
The next chart represents only the top five purchase channels – the average profits and costs are presented along with the average sales that combine the profits and costs. The average sales were highest for sneakers acquired from eBay ($168) and lowest for Burlington Coat Factory ($71).
But a more detailed interpretation is needed. My profit percentages (profit over costs) were the highest at Burlington Coat Factory (103% profit) versus a much lower profit percentage for eBay (40% profit) and Nordstrom Rack (38%), which may be a surprise to those who envision only cheaply made Filas available at Burlington.
Given that my profit percentages were among the lowest for sneakers acquired via eBay, why do I purchase so many sneakers from eBay? For two reasons:
- I only occasionally find good sneakers at Burlington, and
- I need more popular sneakers to generate buzz
As an eBay seller, sometimes it is difficult to sell obscure limited edition, collaboration, and GR non-Nike models, so I often need to mix up my supply with more recognizable shoes to attract potential buyers.
I was fortunate enough to obtain many desirable Air Jordans and Nikes (e.g., Lebrons, Kobes, KDs, etc.) in bulk from legitimate wholesale resellers who sell massively discounted items. Unfortunately, many of these eBay resellers come and go quickly so I constantly have to be on a lookout for new wholesale resellers.
What are some of the sneakers you have been able to buy and resell in bulk?
I am primarily a one-woman show (with some help from family and friends) and I have a time-consuming regular job so the numbers in the next chart should be kept in perspective. Below are a few notable points, along with some context:
- I acquired 12 pairs of Air Jordan III Retro Black Flips from an eBay wholesale reseller at a deep discount
- All of the Puma Disc Cage Tropical Packs were purchased from Burlington Coat Factory for less than $20 each
- The Nike Free 3.0 Gyakusou has been one of my top international sellers and is a very under appreciated line in general
- The Lebron 8s round out my top five. These colorways were deeply discounted online and at clearance stores. They took a while to resell which concerned me but also forced me to be patient so I could maximize potential profits.
With the exception of the Puma Disc Cage Tropical Pack, my most prolific shoes have been Nikes and Jordans, which is unsurprising. But I always try to keep a lookout for niche models and to pay attention to the tastes of international buyers.
What have been your most expensive shoes sold?
I have to admit that I’ve experienced some amazing luck. I will focus on the two shoes where I earned the most profit in the last 3.5 years.
My top sneaker sold was the Nike Lebron 8 South Beach. I sold the sneaker for $1,250 but acquired them for $99.99 total, for a 224% profit after costs. How?! In late 2012, I was multi-tasking on my computer late at night and was following the auctions for my favorite eBay reseller at the time for new listings. I noticed a listing titled “Nike Lebron 8 Basketball Shoes Mens SZ 9.5” with a generic stock photo of the model and I immediately purchased without hesitation.
Even if they were fake, I could always return them for a refund. The next few days I waited nervously for the sneakers. When they arrived, I took a deep breath and to my absolute shock, they were authentic and in perfect condition with the original box. It took me a while to decide whether to resell them and in the end I decided to go with Flight Club because I was worried about being scammed by an eBay buyer. While Flight Club’s commission prices are high, the shoes sold within a week and I received my check quickly.
My other high profit percentage shoe was the Nike Lunar HTM Flyknit Volt for $375 (150% profit). I was again fortunate to purchase this model for a steal ($69.99) and my buyer from Australia was happy to get them for a deal.
None of my top 10 most prolific shoes were acquired in store but it’s not impossible to find heat there. I’ve been able to cop Jordan IV Breds, Kobe 8s and 9s, Foamposite Pros, and more from Ross and Nordstrom Rack. The key is to always be alert.
How much have you made reselling sneakers in the last several years?
Again, I have a stable career so reselling is my beer money (although I don’t drink much beer, so this is more my eating out money).
If you take a look at the chart below, I included my sales averages for 36 pairs of shoes that Campless is tracking (as of August 2015). For these tracked shoes, which are generally more desirable Nikes and Air Jordans, my sales averages ($269) are remarkably similar to the Campless sales averages ($267). My Flight Club sales averages ($1,000) are higher than the Campless counterparts ($760) but be aware that this is only a sample of two more expensive pairs and that Flight Club is quite successful at commanding higher prices compared to eBay averages.
I have also compared the average net profits for my personal sales versus the Campless price guide. My average net profits for sneakers sold through eBay, off-eBay (i.e. contacted through eBay but completed transaction off-eBay), and Flight Club are considerably higher ($80) than those tracked in the Campless price guide ($59). The main contributing factor is that I have been able to acquire many of the sneakers for far below retail price but again keep in mind that my sample size of sales is much smaller.
What about the other sneakers sold?
I divided the following chart into 147 pairs of men’s GR sneakers not tracked on Campless and 104 pairs of grade school and women’s sneakers. As you’ll notice, the average profit percentages are remarkably similar for both men’s GR (43% profit) and GS/women’s (39% profit) sneakers. The profit percentages also are higher for off-eBay transactions, mainly because I can avoid the roughly 10% eBay fees while also offering the buyer a slight discount, offering an incentive for them to buy (but again, note the small sample sizes for these transactions).
In the chart below, I’ve presented my total sales by year from 2012 to August 2015, along with the costs and profits per year. In this time period, I sold 287 pairs of shoes with an average of $140 in sales per shoe and $41 profit per shoe (after costs such as shoe cost, eBay fees, shipping supplies, etc.).
- To give more background, the year 2012 was a tough year of transitions because I defended my dissertation research (a multi-year rollercoaster ride) and started my first tenure-track professorship job across the country immediately afterwards. My average profit percentage was about 45% with 52 pairs.
- I had more breathing room to return to reselling in 2013 and I wanted to build up my sales again to my pre-PhD days. This was my most prolific year in terms of total sales, with an average profit percentage of about 37% with 140 pairs.
- In 2014, I made another career move to start my second tenure-track professorship position but moved back closer to my hometown. During this year, I made a more conscious effort to be smarter again about profit percentages and to also resell other items related to sportswear. My average profit percentage was about 44% with 54 pairs.
- Up until August 2015, my average profit percentage was about 60% with 41 pairs.
How has the sneaker game changed since you first started reselling over 11 years ago? What will you do next?
With smartphones, everyone’s a potential reseller. It’s really easy to look up the value of a sneaker by typing in the item number on eBay or searching on Campless. And if you can’t sell a sneaker right away, you can also try to return it to a store within 30 days for a refund. When I first started actively reselling in the mid 2000s, it seemed like I was the only who perused every aisle in Ross and Nordstrom Rack in search of deals. Now I will see many people holding out their smartphones and searching in every store I go to.
Because the resale market is increasingly saturated with the same models in the same sizes, I am much more selective about what I pick out. I enjoy finding rare collaborative models from other brands like adidas, Reebok, Puma, Asics, and New Balance. In the past few years, I’ve also branched out to other areas like sports apparel and designer wear as well.
I sell fewer sneakers now than when I was in college and graduate school but I’m always looking for new ways to shop and sell smarter. As I mentioned earlier, I’d love to own my own sneaker shop in the future, or perhaps be more involved in the sportswear industry in some form.
For now, it’s all about the chase. Aside from dollars and cents, I also simply love the process of reselling sneakers from start to finish – from the thrill of finding a bargain to the satisfaction of the buyer receiving their shoes. When I sell sneakers on eBay, I don’t reveal my first name so I often get a nice “Thanks for the dope kicks, bro” and it makes me smile and laugh.
Oh wait! One more throw back picture before I go. This time, it’s me and my entire family. I’m rocking an extremely 90’s pair of some sort of strapped up Adidas runners and my younger brother in a pair of AJ Steel 10’s. And yes, my dad was wearing socks with his sandals decades before any of you young bucks out there with your Jordan slides and socks.
