Despite slowing significantly in February, snow sports sales remain on track to surpass the $3.1 billion record set in the 2007/08 season, according to Snowsports Industries America’s latest retail sales report.
February 2011 total dollar and units sales came in 2% below and 1.5% below their levels in February 2010. 


The modest decline was caused in part by a sharp drop in equipment sales as scarcity made it difficult for late season consumers to find products, SIA reported. Equipment inventory levels were 17% below their level a year earlier.  The scarcity helped push up margins 8% compared to February 2010 as retailers marked down less gear.
February equipment sales came in 20% below their 2010 level, although season-to-date equipment sales were 16% ahead of last year’s level and unit sales were up 5%. Alpine equipment sales were off 2% in dollars sold and 9% in units sold, compared to February 2010. Snowboard equipment sales were off 25%.


The lone equipment category to grow in February was AT/Randonee, where unit sales soared 95% in units and 101% in dollars.


Apparel sales were slightly stronger in February 2011 compared to February 2010 as La Niña conditions persisted and the northerly storm track continued to bring snow to mountain regions.  All apparel sales increased 1% in units and 2% in dollars sold compared to February 2011. Accessories sales were flat with their year ago levels.
On a season-to-date basis (August to February), SIA outlined the following trend updates:


  • Alpine skis (flat skis sold without bindings) in the 80mm-110mm waist width category were up 69% in dollars sold on more than 64,000 units compared to 38,000 units through February last season.

  • AT/Randonee equipment sales have doubled compared to last season in units and in dollars to more than $16 million in sales in snow sports channels and up more than 50% in outdoor specialty shops this season to $10 million in that sales channel. 

  • Reverse/Mixed camber ski sales were up 142% in units and 136% in dollars sold so far this season.  More than 46,900 pairs of reverse camber/mixed camber skis have so far this season representing 10% of all alpine skis sold (flat and systems).

  • Reverse camber snowboard sales were up 42% in units and 46% in dollars sold.  In fact, 45% of all current season model boards sold so far this season have reverse camber.

Regionally, sales in the Western Region were up 24% in equipment dollars sold, 15% in apparel and 18% in accessories sales season-to-date.  In the Northeast, sales increased 16% in equipment dollars, 20% in apparel and 20% in accessories dollars sold season to date.  In the South, equipment sales were up 19%, but apparel sales were relatively flat with a 3% gain in dollars sold and accessories sales rose 1% over last season.


The Midwestern region’s sales rose 15% in equipment, 5% in apparel and up 13% in accessories dollars sold.  Unit sales are up 9% overall in the Midwestern states.