Outdoor Industry Association (OIA) reported that sales in the U.S. outdoor retail market increased by 1 percent in 2024, marking a recovery from the 3 percent decline in 2023.

The trend inversion comes after a few years of turmoil as the outdoor market was forced to overcome a dynamic shift in the business since the outset of the pandemic in 2020, with significant growth early on and a sales spike in 2022. Still, the market experienced a slowdown over the past two years as the industry dealt with high inventories despite a broader and more diverse consumer base that had purchased gear heavily as they pursued outdoor activities during COVID but may have stopped purchasing once life returned to near-normal.

While total sales in 2024 were up 26.3 percent compared to total sales in 2020, sales last year were reported to be down 1.4 percent versus 2022 at the market’s peak.

“While core outdoor consumers continue to drive high-end purchases, casual participants are shaping broader sales trends,” OIA said in its Excessive Summary of its full 2024 report developed with Circana.

“The athletic specialty and sporting goods (ASSG) sales channel that includes large outdoor retailers including Dick’s, REI and Big 5 has been most successful in holding onto pandemic sales gains over the past five years,” the trade association noted. “Sales through the ASSG channel were up 1.9 percent in dollars sold in 2024 compared to 2023 to $21 billion or 73 percent of total outdoor retail market sales.”

The independent specialty retail sales channel’s sales were reported to be down 1 percent compared to 2023.

“Smaller independent specialty retailers have struggled over the past two years with a 10 percent reduction in dollar sales since 2022, but the last three months of sales in 2024 were positive, and momentum was strong in this channel heading into 2025,” OIA explained.

OIA suggested that the retail e-commerce channel that represents online sales from ASSG and independent specialty retailers appears to be used most by consumers looking for bargains on higher-priced items. The average sales price in retail e-commerce was $69.73 compared to $46.46 in independent specialty and $39.01 in ASSG retail.

“The retail e-commerce channel has been shrinking consistently over the past four years and is down 9.8 percent compared to sales in 2020 and down 2.9 percent compared to sales in 2023,” the Executive Summary reported. “Overall, compared to 2023, the outdoor retail market had a lukewarm year with 1 percent growth, which was better than the 3 percent decline in sales experienced in 2023.”

OIA noted that overall Apparel sales remained stagnant, Equipment sales declined slightly and Accessories and Footwear saw positive growth in 2024.

“Price sensitivity among consumers, shifting product preferences and seasonal sales patterns have played a critical role in shaping the market,” OIA continued. “Retailers and brands must adapt to these trends by focusing on high-growth categories and expanding participation among core outdoor enthusiasts.”

Key 2024 Insights From OIA

  • Outdoor market retail sales totaled $28 billion in 2024, up 1 percent compared to total sales in 2023, though growth has slowed since the 2022 sales spike.
  • Casual product categories drive more sales than technical gear, reflecting a broader shift in consumer behavior. While core consumers spend more per purchase, they remain a smaller market segment.
  • Apparel sales stayed flat at $15.7 billion, with a 2.5 percent decline in units sold. Seasonal sales spikes occurred during spring clearance and the holiday season, with men’s apparel leading but women’s products showing growth potential.
  • As average prices fell, equipment sales dropped 1.3 percent to $5.6 billion despite a 2.5 percent increase in unit sales. Hydration and optics accessories grew strongly, while recreational kayak sales declined sharply.
  • The accessories category grew 3.7 percent to $1.5 billion, with sunglasses and tote/shopper bags leading the surge. The shift away from single-use plastics boosted tote bag sales by 77 percent.
  • Footwear sales rose 4.3 percent to $5.2 billion, driven by a 10.3 percent increase in average sale price. Road running shoes dominated, and a late-year cold snap fueled boots and winter footwear growth.

Image courtesy Dick’s Sporting Goods