According to the SIA Retail Audit, sales for the entire winter sports market were up 2.8% in dollars to $1.76 billion for the August 2004 through January 2005 period, compared to $1.71 billion reported for the same period last year. Unit sales were down 7.3%.
It seems the return of favorable weather in the Northeast gave the retail environment the boost it was looking for in January, and allowed Specialty SnowSports retailers to recover from the slow start to the season. Sales at specialty ski and snowboard shops were up 2.6% to $1.37 billion in sales compared to $1.33 billion for the same period last season. Unit sales at specialty were down 2.6% from last season.
Sales at chain stores were also healthy due to the high ASPs these retailers were able to maintain throughout the season. Sales were up 3.6% to $390.8 million in sales compared to $377.1 million for the same period last season. Unit sales were down 17.8% from last season.
Overall Equipment sales at specialty retailers were down 1% in dollars as compared to last season with season-to-date sales reaching $514.4 million through January 2005. Surprisingly, equipment sales were led by Alpine Equipment, which posted a sales increase of 2%, while Snowboard Equipment sales at specialty declined 4% in dollars with a total of $168.7 million in sales.
The strongest sectors in Alpine Equipment remain Twin Tips and Telemark. Twin Tip sales jumped 46% in dollars with $7.3 million for the period while Telemark sales increased 19% over last season to $5.2 million. Telemark ski sales grew 29% in dollars and average retail price for Telemark skis increased from $363 to $389. At the end of January, the category was 46% sold-through. Telemark boot sales increased 14% and bindings increased 16%.
With increasing sales of Carve Skis eating away at the narrow end, and increasing sales of Fat skis eating away at the wider end, Mid-Fat ski sales dropped 46% in dollars at specialty retailers. Carve skis posted a 63% increase in sales and Fat ski sales increased 6%.
Alpine boot sales increased 3% in dollars to $121.6 million in sales with ASPs jumping from $253 to $277. High performance boot dollars increased 17% and accounted for 23% of all boots sold through January. Sport performance boots, 34% of all boots sold, grew 1%. These gains were offset by heavy declines in mid- to low-end boot sales.
Apparel was again a strong point for specialty stores with sales increasing 9% in dollars and season-to-date sales totaling $432.5 million. Consumers have reacted to the cold weather as insulated parka sales rose 15% in dollars and were 60% sold-through at the end of the period. Soft shell sales jumped 18% in dollars as average retail prices slipped from $204 to $188.
Chain stores experienced very different sales trends from Specialty. Snowboard Equipment sales climbed 4% in dollars to $56.3 million while Alpine Equipment sales were down 1% to $53.1 million in sales. Overall Equipment sales were up 1% compared to last season with season-to-date sales totaling $115.9 million.
Integrated systems are clearly the darling of the industry at the moment. Alpine skis, excluding integrated systems, fell 16%, but integrated ski system sales rose 17% in dollars over last season.
The continued higher ASPs at chain stores are most evident in the Carve ski category. Season-to-date average retail prices for carve skis jumped $68 so far this season, from $224 last season to $292 this season. The result has been a 31% jump in dollars.
