SIA Reports Snow Sport Sales Rose 7 Percent in January

According to the most recent SnowSports Industries America data, January snows in critical regions kept much needed momentum going for the industry throughout the month.

Consumers spent $550 million at snow sports retail shops in January, 7 percent higher than average. So far this season consumers have spent $2.6 billion on snow sports apparel, accessories and equipment-about 1 percent more than they had by January 31 last season.

Overall equipment sales are down 2 percent in units and 4 percent in dollars sold season-to-date compared to last year. Apparel sales have brought $1.1 billion into the snow sports market and are just about even with last seasons sales through January. Accessories sales are up 5 percent in dollars sold to $913 million and are about flat in units.

SIA said sales during February and March typically bring 20 to 25 percent more dollars into the snow sports market; and increased snowfall and lower temps in February and March this season are helping retailers clear out swollen inventories.

SIAs market data is based on Point of Sale systems of more than 1,200 retailers. Following is a look at several emerging trends:
 
• Twin-tip ski sales are up 2 percent in dollars sold to $55 million and up 5 percent in units to 122,900 pairs of skis sold.
• Sales of alpine/AT boots, alpine boots with a walk mode and rubber/Vibram sole designed for use with alpine touring bindings have more than doubled compared to last season.
• Sales of light, technical AT/Randonee boots are up 41 percent in units and 60 percent in dollars sold.
• Sales of skins (used on the bottom of skis to prevent backwards sliding when traversing uphill) are up 10 percent in units and 10 percent in dollars sold.
• Splitboard sales are up 14 percent in units sold and 6 percent in dollars sold.
• Action camera sales are up 16 percent in units to 82,500 and up 40 percent in dollars sold to $25 million.

SIA predicts better snow conditions should bring more than 20 million U.S. residents out for snow sports this season and result in an increase over last seasons $3.3 billion in total sales.