The boss of Accent Group – the name behind popular shoe chain The Athlete's Foot – said the cyber sales events are bad for the industry but demanded by consumers, and therefore the company is already planning for this year's events nine months out.

Accent is Australia's largest footwear retailer, with about 20 per cent of the market, and also owns Hype and Platypus shoe chains, which sell brands such as Nike, Skechers, Dr Martens and Vans.