A 50 percent decline in the snow cover in December caused inventory at specialty snow sports shops to swell by 16 percent compared to their level at the end of last year, according to the latest RetailTRAK report released by SnowSports Industries America. Specialty shops sell-through was down 10% overall through December as consumers waited for more snow to fall.
Still, sales remained above the four-season average and a mid-January change in the storm track may help the retailers recover some of the sales lost in December.
August through December 2011 sales reached $2.2 billion. While that was 2% below last season's record sales, it was above August-December sales in the 2008/2009 and 2009/2010 seasons. Sales during the 2011 period were down 10% overall in units with big drops in accessories, such as goggles, wax, and gloves. Equipment and apparel sales, which consumer normally acquire earlier in the season, fared better with increased sales in alpine and AT/Randonee equipment and insulated tops.
SIA said the drop in sales correlated directly to the lack of snow, but noted that as of Jan. 24 snow covered 41 percent of the lower 48 states, compared to 23 percent in December 2011 and 48 percent in December 2010.
Despite the lack of snow, sales of reverse and mixed camber skis reach 87,000 units, up 75% and accounted for 23% of all alpine skis sold from August through December. In-Season AT/Randonee boot sales are up 12% in units and dollars, and skins sales are up 10% in units sold and 12% in dollars sold. Rocker snowboard sales accounted for more than 70% of all in-season snowboard sales. Sales of rocker boards increased 13% in units and 11% in dollars sold through December.
