January 2009 retail sales for all core outdoor stores (chain, internet,
specialty) started off the new year “on a mixed note,” according to the
most recent edition of The Outdoor Industry Association (OIA) Outdoor
Topline Report. Retail sales for all core outdoor
stores gained 3.7% in dollars
to $363.2 million from $350.1 million. The internet channel realized a 35% gain in dollar sales while specialty
stores (-2%) and chain stores (-8%), logged declines in overall dollars
this month.

Online sales were
very healthy in January. Retail prices plunged across the board as
consumers took advantage of bargains and sales; however, the resultant
increase in units was more than enough to make up the difference. The
channel improved on last January’s dollar sales by double-digits in
nearly every category and moved from 21% of total dollars sold last
January to 27% this month. Carryover (defined as old and/or
discontinued merchandise) sales leapt to record amounts in January, a
significant factor in driving prices down and units up for the period.

Although
total sales dropped 2% in specialty stores this month, there were many
bright spots. Categories with dollar growth in January included packs,
climbing gear, winter equipment, hiking boots, winter boots, trail
running shoes and multisport shoes. Accessories were especially hot
sellers this month, as most equipment, apparel and footwear accessory
categories enjoyed healthy growth compared to last January.

In
chain stores, sales were driven by good deals and low retail-selling
prices. The entire channel was up 5% in unit sales but fell 8% in
dollars as plunging retail prices ate away gains from increased volume.
Nearly every product category saw retail prices slip significantly from
January 2008. Carryover product sales soared in almost every category,
moving from 2% of all chain dollar sales last January to 7% this month
and contributing to the overall decline in retail prices. The equipment
accessory category was the only major product category to gain dollar
sales this month, inching up 1%.

All
paddle product sales from all three channels (specialty, chain, and
internet) grew 7% in dollars this month. Compared to last January,
specialty stores grew 6% in dollars, chain stores dipped 14% and
internet grew 46% off an extremely small base. Boats, paddles and
accessories each increased sales in specialty stores this month. As a
whole, January is not a significant month for paddlesport sales; it
typically accounts for about 2% of each year’s total sales and is
traditionally the smallest month for sales. Nonetheless, the positive
January growth was a welcome start to the calendar year.