The snow sports market broke another sales record this January with more than $500 million in sales on the heels of more than $1 billion in sales in December, according to additional data released by Snowsports Industries America. The market hit $2.6 billion for the season at the end of January; 16% higher in dollars sold and 10% more units sold compared to the same time last season. Excellent snow conditions persisted through January and consumer confidence continued its upward trend, virtually assuring record sales for the 2010/2011 season.
Equipment is selling very well this season and prices stayed strong through January, resulting in a 20% increase in dollars sold and 9% more units sold. Alpine equipment sales are up 25% in dollars and 14% in units sold season-to-date. Sales of alpine skis, with waists wider than 80mm, are up more than 50% overall. Ski systems (skis and bindings sold as one unit) are up 31% in the 70mm-79mm waist category to more than 131,000 units sold; 54% of those were women’s specific ski systems.
Apparel sales also are strong this season as La Niña conditions that brought prolific snow kept skiers and riders (and all who want to look like they spend time on the slopes) chilled. All apparel sales are up 12% compared to last season in dollars sold. Accessories sales increased more than 16% led by very strong surges in goggles, helmets, backcountry accessories, and gloves.
Overall, the snow sports market is enjoying excellent sales this season and is on track to set a new sales record.
2010/2011 Season Trends
- Alpine skis (flat skis sold without bindings) in the 80mm-110mm waist width category are up 60% in dollars sold on more than 50,000 units compared to 24,000 units through January last season.
- AT/Randonee equipment sales have doubled compared to last season in units and in dollars to more than $13 million in sales in snow sports channels and up more than 50% in outdoor specialty shops this season to $8.6 million in that sales channel.
- Reverse/Mixed camber ski sales are up 150% in units and in dollars to more than 40,000 units sold through January.
- Reverse camber snowboard sales are up 50% in units and 54% in dollars sold. Reverse camber is the new norm in snowboard; 62% of all snowboards sold are rocker/reverse camber so far this season.
- Snowboard apparel tops up 15% in dollars sold.
- Insulated parka sales surged 23% in units sold and 25% in dollars sold through January as La Niña conditions pounded most of the U.S. with cold temperatures and snowfall.
- Goggles sales surge up 22% in units sold to 1,454,000 pairs.
Geographic break down
SnowSports Industries America (SIA) is the national not-for-profit, North American member-owned trade association representing suppliers of consumer snow sports with constituents in the retailer, rep and resort communities. Established in 1954, SIA annually produces the SIA Snow Show, the largest snow sports industry trade show and networking environment globally, while delivering invaluable data/research, support, marketing products, government affairs representation, services and programs.