Snow-sports sales break another record
Vail, CO Colorado
MCLEAN, Va. – The snow sports market broke another sales record this January with more than $500 million in sales on the heels of more than $1 billion in sales in December.
The market hit $2.6 billion for the season at the end of January, 16 percent higher in dollars sold and 10 percent more units sold compared to the same time last season. Excellent snow conditions persisted through January and consumer confidence continued its upward trend, virtually assuring record sales for the 2010-11 season.-
Equipment is selling very well this season and prices stayed strong through January, resulting in a 20 percent increase in dollars sold and 9 percent more units sold. Alpine equipment sales are up 25 percent in dollars and 14 percent in units sold season-to-date. Sales of alpine skis, with waists wider than 80 millimeters, are up more than 50 percent overall. Ski systems (skis and bindings sold as one unit) are up 31 percent in the 70 millimeter-79 millimeter waist category to more than 131,000 units sold; 54 percent of those were women’s specific ski systems.
Snowboard equipment sales are up 12 percent in dollars sold as riders convert to rocker boards. More than half of the 428,000 boards sold through January this season are reverse camber/rocker snowboards. Boards in the “all mountain” category brought in 32 percent more dollars compared to the same period last season. Cross country equipment sales increased 15 percent in dollars, and alpine touring/randonee gear commonly used in the backcountry has increased 102 percent season to date.
Apparel sales also are strong this season as La Nina conditions that brought prolific snow kept skiers and riders (and all who want to look like they spend time on the slopes) chilled. All apparel sales are up 12 percent compared to last season in dollars sold. Accessories sales increased more than 16 percent led by very strong surges in goggles, helmets, backcountry accessories, and gloves.-
Overall, the snow sports market is enjoying excellent sales this season and is on track to set a new sales record.
• Alpine skis (flat skis sold without bindings) in the 80 millimeter-110 millimeter waist width category are up 60 percent in dollars sold on more than 50,000 units compared to 24,000 units through January last season.
• AT/Randonee equipment sales have doubled compared to last season in units and in dollars to more than $13 million in sales in snow sports channels and up more than 50 percent in outdoor specialty shops this season to $8.6 million in that sales channel.
• Reverse/mixed camber ski sales are up 150 percent in units and in dollars to more than 40,000 units sold through January.
• Reverse camber snowboard sales are up 50 percent in units and 54 percent in dollars sold. Reverse camber is the new norm in snowboard; 62 percent of all snowboards sold are rocker/reverse camber so far this season.
• Snowboard apparel tops up 15 percent in dollars sold.
• Insulated parka sales surged 23 percent in units sold and 25 percent in dollars sold through January as La Nina conditions pounded most of the U.S. with cold temperatures and snowfall.
• Goggles sales surge up 22 percent in units sold to 1,454,000 pairs.
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