The snow sports market reached $1 billion in sales August through November, 14% above last season, setting a new benchmark for early season sales, according to a report by SnowSports Industries America.
La Nina conditions really took hold in November, bringing in more seasonal snow sports weather and sales. Accessories sales increased more than 16% led by very strong surges in goggles, wax, snowboard accessories and backcountry accessories. SIA said that overall, the market is on track to set records in dollars sold due to snowy weather brought by La Nina, increased consumer confidence in the snow sports demographic, and snow sports enthusiasts who are ready for new equipment and excellent snow conditions.
“We have increased sales across the board, but one trend is women are back in the market place. They are buying hard goods with a noticeable increase,” said Bill Langlands, owner of Darkside Snowboards.
Early Season Trends
- 56,345 Alpine ski systems with waists 70-79mm were sold by November 30, a 43% increase in units sold
- AT/Randonee equipment sales are up more than 70% overall led by boot sales that increased 122% to $3.4 million in sales
- Reverse camber snowboard sales are up 60% in units and reverse camber ski sales are up 130% to more than 18,600 units sold season to-date
- Snowboard sales are up 13% in units and 19% in dollars sold, a solid turnaround from last season's relatively dismal sales
- Telemark equipment was the only equipment category in the red through November losing 12% in dollars and 18% in units sold
- Snowboard apparel tops up 19% in dollars sold
- Glove sales increased 26% in dollars and 24% in units sold
Goggles sales surged up 46% in units sold to 360,000 pairs
- Carryover sales are down 14% overall in specialty
Regionally, heavy early snow, or perhaps, the promise of snow brought consumers out to buy in the Western region where sales were up 30% in dollars sold. The Northeast enjoyed increases of 5% in units sold and 10% in dollars sold after two seasons of decline.