Report: Snow sports sales surge in November
Vail, CO, Colorado
MCLEAN, Va. – The snow sports market reached $1 billion in sales August through November, 14 percent above last season, setting a new benchmark for early season sales.-
According to a report from SnowSports Industries America, a national trade association, equipment sales are leading the charge with a 22 percent increase in dollars sold overall and 13 percent more units sold. Alpine equipment sales are up 23 percent season-to-date, and snowboard equipment sales are enjoying an excellent recovery with 20 percent more dollars sold through November compared to last season’s numbers.- Apparel sales are strong in the early season, increasing 9 percent in dollars sold despite a warmer than average October.
La Nina conditions took hold in November, bringing in more seasonal snow sports weather and sales. Accessories sales increased more than 16 percent, led by very strong surges in goggles, wax, snowboard accessories and backcountry accessories. Overall, the market is on track to set new benchmarks in dollars sold due to snowy weather brought by La Nina, increased consumer confidence in the snow sports demographic, and snow sports enthusiasts who are ready for new equipment and excellent snow conditions.
“We have increased sales across the board, but one trend is women are back in the marketplace. They are buying hard goods with a noticeable increase,” said Bill Langlands, owner of Darkside Snowboards.
Early trends show:
• Reverse camber snowboard sales are up 60 percent in units and reverse camber ski sales are up 130 percent to more than 18,600 units sold season to-date.
• Snowboard sales are up 13 percent in units and 19 percent in dollars sold, a solid turnaround from last season’s sales.
• Telemark equipment was the only equipment category in the red through November, losing 12 percent in dollars and 18 percent in units sold.
Regionally, heavy early snow, or perhaps, the promise of snow, brought consumers out to buy in the Western region where sales were up 30 percent in dollars sold. The Northeast enjoyed increases of 5 percent in units sold and 10 percent in dollars sold after two seasons of decline. Unexpectedly, the South also enjoyed sales increases after last year’s stellar sales. Growth in the Midwest region was steady, with a 6 percent increase in units sold.
The market data presented in this report comes from a “RetailTRAK” survey conducted by the Leisure Trends Group. The data is gathered directly from the point of sale systems of about one-third of the snow sports retailers in the U.S. market. For more information, e-mail Kelly Davis, KDavis@snowsports.org.