U.S. transaction data shows that consumer spending on sporting goods declined 9 percent year-over-year in the three months ended January 2026, with tariffs, inflation and pressure on middle-income consumers weighing on discretionary purchases, according to Consumer Edge’s Sporting Goods Outlook 2026.
Consumer Edge’s analysis of credit and debit card data found the downturn in consumer spending in the sporting goods category was most pronounced among high-end, direct-to-consumer brands, such as Trek Bikes.
Tariffs were also found to be weighing on hunting and fishing retailers, as tariffs on steel and aluminum introduced in 2025 were identified as likely to have contributed to double-digit spending declines for companies including Sportsman’s Warehouse, Brownells and Palmetto State Armory, according to Consumer Edge’s findings.
Meanwhile, general sporting goods retail “maintained a steadier, though still negative, trajectory throughout 2025, with major players like Hibbett and Big 5 showing consistent declines,” according to the Consumer Edge’s 2026 sporting goods study.
Consumer Edge’s analysis also found the sporting goods category had “entered a period of normalization in 2025 following pandemic-era growth that drove a surge in outdoor participation.” However, performance diverged sharply across formats and geographies.
“Traditional general sporting goods retail continued to face headwinds, while experiential concepts, most notably Dick’s Sporting Goods’ ‘House of Sport,’ emerged as standout performers, redefining the in-store experience and driving above-category growth across all regions. The lifestyle pivot, in which technical outdoor brands successfully captured everyday apparel demand, emerged as another defining trend, particularly in the Northeast and Midwest,” the Consumer Edge reported.
Consumer Edge concluded that brands positioned around “experiential retail, lifestyle relevance and high-income or younger consumer acquisition are best equipped to navigate continued macro-uncertainty.”
“We’re seeing a shift in sporting goods spending,” stated Michael Gunther, SVP of Research & Market Intelligence at Consumer Edge. “While overall category spend has slowed, demand hasn’t disappeared; it’s consolidating around premium experiences, specialized communities and lifestyle-driven brands. Retailers that rely on broad-based discretionary demand are feeling pressure, particularly from middle-income consumers and tariff exposure. Those investing in experiential retail and strong brand identity are most likely to capture growth.”
Income Cohort Trends
High-income earners, those making over $150,000 annually, led spend-per-customer growth in sporting goods for eight consecutive months ending in December 2025, disproportionately benefiting brands in skiing and golf, including Backcountry, Evo and PGA Tour Superstore. The study added, “While relatively unnoteworthy, this came to an end in January 2026, when spend per individual among lower income shoppers, those making less than $60k annually, rapidly accelerated. This phenomenon is unlikely to turn into a trend, as this cohort faced a disproportionately weak year-over-year comparable in January 2025.”
Meanwhile, middle-income earners, those making between $60,000-$150,000 annually, pulled back on discretionary sporting goods purchases. Consumer Edge said, “These shoppers have underperformed both higher- and lower-income cohorts throughout much of 2025, a clear signal of this cohort’s pullback in discretionary spending among customers that have largely spent down their excess pandemic savings while experiencing heavy exposure to essential-cost inflation and weak wage growth.”
Generational Trends
Consumer Edge’s analysis found that Gen Z (ages 18 to 24) had the highest growth in spend per consumer among age cohorts over the past 10 of the past 12 months. They also drove above-category performance for brands like Epic Sports, Proof Lab and Hibbett Sporting Goods in the three months ending January 2026. The report states, “While each of the brands attracts Gen Z shoppers in unique ways, Epic Sports, through team sports participation, Proof Lab, with a skate and surf identity, and Hibbett, with sneaker culture, they all embrace niches occupied primarily by younger consumers.”
Millennials (ages 25 to 44) were also among the top-performing cohorts throughout much of 2025. Brands appealing to Millennials include Outdoorsman, Fanatik Bike and Strava, which focus on getting consumers active outdoors. Households with children participating in sports are an added benefit of targeting this generation, supporting the growth of brands such as Guardian Bikes, Play It Again Sports, and Pure Hockey.
Gen X (ages 45 to 64) narrowly accounts for the largest share of sporting goods spend, likely due to this cohort’s comparatively high disposable income. Consumer Edge states, “This positioning allows shoppers to trade up while focusing on health, benefiting brands like Brands Cycle & Fitness, Shimano, Murf Electric Bikes, Engage Pickleball, and Zwift.”
Boomers (over the age of 65) were often the lowest-performing cohort in terms of spend-per-shopper growth in 2025. The report stated, “This cohort’s periods of strength throughout the year especially benefited brands that over-index with these shoppers, including Bowlersmart, Horse.com, Retrospec, Mystery Tackle Box, and Footjoy. While these brands don’t all specifically target Boomer shoppers, they reach them where it matters most, in the hobbies they splurge on.”
Regional Performance
Examining performance by regions, the performance in the West was impacted by a significant downturn in the first quarter of 2025 where YoY (year over year) sales declined 18 percent. The West’s decline was fueled by a tightening of discretionary spending, rising costs of doing business in the West, and extreme weather. Consumer Edge stated, “Specifically, devastating California wildfires stifled consumer activity, driving YoY sporting goods spend down in California. Big 5 Sporting Goods, which is over-indexed to the West, has been shutting down retail locations due to poor performance. Some larger DTC players such as Backcountry and Aventon Bike also faced headwinds in the West. Midway USA, Dunham’s Sport and Wilson Sporting Goods demonstrated resilience, entering 2026 with an upward trajectory that has offset the broader regional decline.”
In the South, the market underwent a gradual but consistent recovery. After starting 2025 with a 4 percent YoY decline, the region narrowed that gap to just a 1 percent decline by the quarter ended in January 2026. The study notes, “This recovery was not uniform, however, as localized powerhouses like Palmetto State Armory and Hibbett Sporting Goods lagged heading into the new year. Cabela’s and Bass Pro Shops also faced significant challenges, seeing their Southern and Western performance decline YoY. Despite these localized struggles, the Southern market was held up by the continued strength of Scheels and the PGA Tour Superstore. Furthermore, a surge in the cycling sub-industry provided momentum. Boutique and specialized brands including Retrospec and Fanatik Bike posted robust growth figures.”
The Northeast and Midwest emerged as “the clear performance leaders during the latter half of 2025,” supported by broadening appeal in those regions of several technical outdoor brands. Consumer Edge stated, “Brands such as Salomon, Rossignol, and Evo leveraged their technical heritage to dominate the lifestyle-wear category, driving positive regional growth and establishing a model for year-round relevance.”
