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Snow sports market slows

Daily staff report
newsroom@vaildaily.com
Vail, CO Colorado

MCLEAN, Va. – The snow sports market surpassed the $3 billion mark for the 2010-11 season, but sales slowed significantly in February.

Season-to-date, snow sports sales are up 13 percent in dollars sold and up 8 percent in units sold. Total sales last season never reached the $3 billion dollar mark. In fact, by the end of March 2010, all snow sports sales reached just $2.94 billion.

However, comparing February 2011 to February 2010, units sold were down 2 percent and dollar sales were down 1.5 percent. Despite slowing sales, margins showed continued strength, up 8 percent compared to February 2010.

Total sales for the 2010-11 season sales (August to March) should surpass the $3.1 billion record set in the 2007-08 season.

Equipment sales fell off significantly in February as scarcity made it difficult for late season consumers to find preferred products. All equipment inventory units were down 17 percent season-to-date. Overall, equipment sales were down 20 percent February 2010 to February 2011 but remained up 16 percent in dollars sold and up 5 percent in units sold across the entire season.

Alpine equipment sales slowed in February, down 2 percent in dollars sold and down 9 percent in units sold, compared to February 2010. Snowboard equipment sales were up 6 percent in dollars sold season to date, but down 25 percent when comparing February 2010 to February 2011.

The only equipment category that showed a gain when comparing February 2011 to February 2010 is AT/Randonee equipment, which was up 95 percent in units and 101 percent in dollars sold.-


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