The sheet material feeding apparatus according to this invention comprises a sheet material stacking unit selectively located at a feeding position for feeding a sheet material and at a standby position for non-feeding a sheet material; a first holding force applying unit configured to apply a first holding force and a second holding force applying unit configured to apply a second holding force for holding the guide member to the sheet material stacking unit; and a restraining unit configured to restrain the second holding force applying unit from applying the second holding force when the sheet material stacking unit is in the standby position.