Abstract: Disclosed is a heel retainer for retaining a heel of a wearer on an open-heeled shoe or a closed-back shoe with a low counter. The heel retainer includes a pad having opposed first and second adhesive surfaces. The first adhesive surface is adapted to contact the heel of the wearer and the second adhesive surface is adapted to be detachably adhered to a heel area of a shoe sole. The first adhesive surface retains the heel of the wearer on the heel area of the shoe sole and reduces the possibility slippage during use, thereby providing more comfort and ease to the wearer. In one form, the heel retainer can be easily attached/removed to/from the shoe according to the needs of a wearer without adversely affecting the integrity of the shoe.