The SportsOneSource Group is projecting that Sport Footwear sales remained relatively flat in fiscal 2008. The industry market research firm and trade publisher released preliminary estimates that Sport Footwear sales grew just 0.3% to $18.4 billion in fiscal 2008 through January 2009, compared to $18.4 billion in the prior year. The Sport Footwear business grew 2.6% in fiscal 2007.
“Sales declined in the low-single-digits in the first quarter, roughly in line with decreases seen at the end of fiscal 2007,” said James Hartford, president, CEO and chief market analyst for The SportsOneSource Group. “Sales in the second quarter inched up in the very-low-single-digits and accelerated a but in the third quarter, but posted a low to mid-single-digit decline in the fourth quarter,” said Hartford.
The final fourth quarter trend was seen as a positive against the market in general and was much better than it was expected to be in the middle of December, when sales were down in the mid-single-digits to low-teens. The consumer apparently waited until Christmas week and the week after to make their purchases.
While the recession has hit hard in every sector of retailing, Sport Footwear continues to outperform the rest of the teen market place. Given the poor comps posted for retail for January, the low-single-digit sales decline for the month in Sport Footwear was also seen as somewhat positive.
The full year results were impacted by a 3.2% decline in the womens business, reversing its trend from the prior year. The mens business moved into positive territory again after a decline in 2007. The kids business saw positive results, but far off the trend seen in 2007.
Average selling prices at retail increased approximately 2% to $51 per pair for the full year as unit sales declined about 2% for the year. “While ASPs were certainly helped by the shift in gender mix, the mens ASPs were also up nearly 2% as well,” said Hartford.
The estimates by SportsOneSource are based on analysis of retail point-of-sale data compiled by SportScanINFO from over 10,000 retail rooftops in the sporting goods, athletic specialty, sport specialty, Internet, mid-tier department stores, family footwear stores, and discount/mass retail channels, as well as data compiled by other various industry trade sources, and a survey of retailers and manufacturers conducted throughout the year.
Retail sales of Sport Footwear for the 2009 retail fiscal year are expected to decline in the low-single-digits as continued retail downsizing cuts into the overall numbers. Average selling prices are expected to decline as well for the year.