Ski retail sales suffer with lack of snow
WASHINGTON – Last week, SnowSports Industries America and the Leisure Trends Group released the retail numbers for January, collected from more than 1,200 snow sports retailers.
January sales brought little relief to a market suffering from lack of snow. Overall, the snow sports market is down 12 percent in units sold and 4.5 percent in dollars sold.
Chain store sales are taking a significant hit this season, particularly because they reduced the amount of equipment they offer to consumers. Overall, chain store sales are down 17 percent in units sold and down 11 percent in dollars sold.-
Specialty shop sales are down 16 percent in units sold and 7 percent in dollars sold, but they brought in 59 percent of the $2.7 billion in total snow sports sales through January this season. By contrast, the online sales channel is doing quite well, increasing unit sales by 10 percent and dollar sales by 12 percent through January. In fact, alpine ski equipment sales online are up 24 percent in units and 22 percent in dollars sold.-
Total sales through all snow sports retail channels from August through January is $2.6 billion, down 12 percent in units, down 4.5 percent in dollars sold.
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• Equipment sales: Down 9 percent in units and 5 percent in dollars sold.
• Apparel: Down 2 percent in units and flat in dollars sold.
• Accessories: Down 16 percent in units and 9 percent in dollars sold.
Specialty shop inventories are up significantly including 35 percent equipment units in retail stock, which doesn’t bode well for orders or for hopes of strong pricing at the end of this season and the beginning of the 2012-13 season.