Warmer than usual weather in November could not suppress outdoor retail sales, which rose 2% on the strength of chain and internet sales. Sales for November rose from $406M to $412M despite a 9% decline in the specialty channel, according to the most recent edition of the Outdoor Industry Association (OIA) Outdoor TopLine Report. Year-to-date sales totaled $4 billion, down just 2% from the same period a year ago.

 

The usually warm and dry weather caused outerwear sales to fall 10% across all channels and 20% in the specialty channel. That cost the channel $19 million in sales. November is typically the second largest month for outerwear sales, but insulated, softshell, shell and fleece tops all lost sales. However, some of these sales were likely pulled forward by unseasonably cold weather in October, when sales soared by 12% in outdoor specialty.  Specialty may also have recovered some of those sales in late December when the weather turned colder. Sales of apparel accessories such as scarves, hats and gloves, fell 11% in November. Sales of base layers dropped 19%. Packs, climbing gear, winter equipment, hiking boots, winter boots, multisport shoes and multiple accessory categories all outsold November 2008.

 

In contrast, chain store dollar sales rose 15% compared to last November, when sales plummeted in the wake of the financial crisis. Sales rose from $113M to $131M, still 7% below their level in November 2007.

 

This November all four major product categories (equipment, equipment accessories, apparel, and footwear) saw double-digit increases over the year earlier month. Sales of winter boots, winter equipment, outerwear, base layer and apparel accessories all rose despite the unusually warm weather.

 

In another encouraging sign, average retail selling prices continued to rise online. Compared to November 2008, total online unit sales rose 3% while average retail-selling price jumped 9%, resulting in a 13% gain for overall dollar sales. Sales of carryover product (old/ discontinued or sold below cost) declined for the third straight month. This month, all carryover products dropped 26% in total dollar sales compared to November 2008. Overall sales were up nearly across the board, with notable increases in winter boots, multisport shoes, winter equipment and camp accessories. Similar to chain stores, online sales of outerwear remained positive in spite of the warmer weather; compared to last November all outerwear dollar sales rose 2% in units and 5% in dollars.

 

Even paddlesports rebounded in November, when sales rose 4% to $9 million. Year-to-date sales reached $324 million, down 7%. Specialty store sales totaled $7 million, up 2% from last November with gains coming from recreation kayaks, paddles and various accessory categories.