Outdoor specialty sales continue to grow online in nearly every category. However, the rate of growth has slowed compared to previous years and retailers are seeing new trends emerge among their customers. According to data compiled by SportScanINFO, year-to-date online sales of outdoor footwear, apparel and equipment are seeing continued growth through the week ending May 2, 2009.




Year-to-date online sales of outdoor specialty footwear were up strongly, with double digit growth in all categories except outdoor casual. Light hiking footwear was the strongest.




Outdoor apparel sales online were even stronger, with double digit increases in spring/summer casual apparel and lightweight outerwear. Sales of women's apparel was considerably stronger than men's, but both showed double-digit growth.


Online outdoor equipment sales are up slightly for the year-to-date with the strongest results coming from Backpacking Equipment (stoves, cooksets, etc.), internal frame packs, and backpacking tents.




While retailers are seeing the recession impact sales, their online stores are generating some growth. “We're still seeing growth in online sales for 2009,” said Mike Massey, owner of Massey's Professional Outfitters in New Orleans, LA.” [It's] slower than any year since we opened our ecommerce channel and we are also feeling a ton of price pressure.”




“Of course the recession has impacted our sales,” said Marit Fischer, Communications Manager for backcountry.com “We are seeing changes in the way people are spending and in what they are buying. Seeking value is important from the customer's point of view, so providing value is important from ours. But value-seeking is not synonymous with cheap-seeking. There is a difference. Customers are savvy. They are doing their research. Now, more than ever, they are making sure that the gear will fit their needs perfectly before they click buy.”


This is clear in average selling price trends on SportScanINFO. For the year to date, average selling prices have increased significantly in backpacking equipment, sleeping bags, and technical packs. This shift is primarily due a trend among consumers towards higher quality, well established brands.




Mark McKnight, the eCommerce and marketing director for Rock/Creek Outfitters in Chattanooga, TN agrees with this assessment. “Customers are looking for value, which doesn't always mean cheap. People seem to be more considered in their purchases, and we're finding that motivated buyers are ready to buy immediately, so having the right size or color in stock has been critical.”




Editor's Note: For more information about online sales trends in the outdoor industry, look for Monday's issue of The B.O.S.S. Report.