A sheet feeding apparatus includes a sheet supporting unit which supports a plurality of sheets, a sheet feeding unit which feeds the sheet one by one from a stack of sheets supported by the sheet supporting unit, an air blowing unit which blows air to an end portion of the stack of sheets supported by the sheet supporting unit, the air blowing unit being able to change wind velocity of the blown air, a material setting unit which sets arbitrarily and registers the wind velocity of the air blown by the air blowing unit in accordance with a type of the sheet, and a sheet feeding control unit which controls the wind velocity of the air blown by the air blowing unit based on data registered by the material setting unit.