Copper Colorado Condos

Snowsports Industry Sees Surge In Gear Sales

January 29, 2015

Colorado skiingSkiers and snowboarders bought $1.46 billion worth of gear and clothing during the first part of the ski season, an 8 percent increase from last year, with sales of outwear pacing the climb.  Sales began to pick up in late November and early indications point to strong December sales.

SIA Director of Research Kelly Davis said, “Equipment sales were up in specialty and chain stores, but much lower through online channels where a lack of inventory contributed to decreased sales volume. Equipment sales online decreased more than 20 percent to $84M through November 30.”

  • Specialty Shops sales reached $629 million,  up 8 percent
  • Chain store sales reached $432 million, up 16 percent
  • Online sales reached $396 million,  up 2 percent
  • Specialty shops reached $629 million, up 8 percent

Snowboard equipment sales were particularly strong in chain stores with a 10 percent increase in dollars sold to $9M through November.

Regional performance in snow sports specialty retail Aug-Nov 2014

  • West: $178M, -7 percent in $ sold - hangover from last year’s drought conditions
  • Northeast: $212M - +14 percent in $ sold - early snow and cold and improved economic conditions (lower gas prices = more disposable income)
  • Midwest: $150M, +24 percent in $ sold - early snow and cold and improved economic conditions (lower gas prices = more disposable income)

Sales of women’s specific products is up 12 percent in dollars sold to $461M (32 percent of total sales) through November this season. In addition, women make 80 percent of all household spend decisions and influence 95 percent of all spending decisions in households.

Other women’s specific results:

  • Women’s outerwear sales +18 percent in $ sold through November
  • Women’s baselayer +15 percent in $ sold through November
  • Women’s gloves and mitten sales +17 percent in $ sold through November
  • Women’s headwear sales +23 percent in $ sold through November
  • Women’s AT Equipment sales +40 percent in $ sold through November
  • Women’s Cross Country equipment sales +23 percent in $ sold through November

Sales began to pick up in late November and early anecdotal information points to strong retail results in snow sports during December. Seasonal trends will become much clearer when data on the holiday shopping season becomes available.

“Weather becomes a much stronger variable as the season goes on and so far, weather conditions have been a mixed bag with less than ideal conditions for snow sports in the Pacific Northwest, signs of continuing drought in California, average to above average conditions in the Rocky Mountains and extremes in the Northeast and Mid-Atlantic,” said Davis. “The week of January 25 included a historic blizzard across the Eastern seaboard that is likely to boost snow sports sales.”

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