In the South Atlantic states – DE, MD, DC, VA, WV, NC, SC, GA, FL – overall sporting goods store sales grew 26.4% from the 1997 Census versus total U.S. growth of 23.5%. Sales for 2002 in the South Atlantic states reached $3.94 billion. Of that amount, $2.03 billion moved through full-line sporting goods stores; $1.91 billion, through specialty sport shops.
Although sales in full-line sporting goods stores grew 50.4% from the 1997 Census, the number of stores declined 5.9% to 1,148 stores. Sales in specialty sport shops grew 8.1% while the number of shops (2,766) declined 9.0%. This activity is reflected in “Sales per Store” data, $1.77 million (up 60%) in full-line sporting goods stores and $691,000 (up 19%) in specialty sport shops.
“Sales per Employee, an important measure of personnel productivity, was stronger in the full line store channel of distribution,” said NSGA Vice President of Information & Research Thomas B. Doyle. “In full-line sporting goods stores, employees generated $144,600 in sales, up 18.4% from the previous Census. In specialty sport stores, employees generated $130,300 in sales (up 11.7%).”
Sales in South Atlantic athletic footwear stores rose to $1.65 billion between 1997 and 2002, a 29.9% increase. The number of stores (1,310) generating those sales rose 22.7%. Sales per employee declined 0.7%, to $111,000.
“Residents of the South Atlantic states spent less than the average American in sporting goods stores and specialty sport shops, and more in athletic footwear stores,” Doyle said. “They represent 19.0% of the U.S. population, but spent 15.9% of the total dollars spent in sporting goods stores and specialty sport shops. In athletic footwear stores, they spent 23.2% of the total dollars.”
Total U.S sales in sporting goods stores, which includes full-line and specialty sports shops, rose to $25.02 billion in 2002 versus $20.04 billion in 1997.
Total U.S. sales growth was stronger in the full-line store segment, up 39% to $12.98 billion in 2002 versus $9.31 billion in 1997. Sales in specialty sports shops rose 12% to $12.05 billion versus $10.73 billion in 1997. In the previous Census of Retail, sales had grown more rapidly in specialty sports shops than in full line stores, 42% versus 35%.
Total U.S sales in athletic footwear stores reached $7.1 billion, a 21.5% increase from the $5.85 billion reported in the 1997 Census. The 1997 Census had shown a 66.5% increase over the previous census (1992).
The U.S. Bureau of the Census conducts the Census of Retail Trade once every five years. The data was collected in 2003 for the 2002 calendar year. The first data was released in late 2004 and final data released in late 2005.
Founded in 1929, NSGAs mission is to help all members profit in a competitive marketplace. The Association organizes and hosts the annual NSGA Management Conference & Team Dealer Summit, the sporting goods industrys premier educational and networking event (Next: May 21-24, 2006, at the Westin LaCantera Resort in San Antonio, Texas).
