Firmer pricing pushed retail snow sports sales to $2.94 billion this winter, up 4% from the same August-to-April period a year earlier and the second highest on record, the Snowsports Industries America (SIA) reported in its final retail audit of the season.
The sales growth was particularly encouraging given that preseason orders and inventories heading into the season were 10-40% and 9% lower respectively. Fortunately, that led to scarcity rather than lower sales. While fewer units were sold, prices held above year ago levels with the result that many retailers reported better profits.
Apparel sales reached $1.11 billion, up 2.5% in dollars and down 2.8% in units; accessories sales reached $1.02 billion, up 7.4% in dollars and down 2.6% in units and equipment sales rose 2.1$ to $799.2 million, down 4.2% in units, SIA reported.
The Internet again outpaced the other two channels measured by SIA, but clearly shows signs of aging. Online sales reached $597 million, up 9.5% in dollars and 1% in units. After shipping and handling fees, online prices appeared to be higher than in brick-and-mortar channels in several categories, including snowboards.
In the specialty channel, sales reached $1.8 billion, up 4% in dollars and down 3% in units. Carryover unit sales of alpine equipment fell 15% for skis and 13% for boots. Snowboard and telemark were the only equipment categories that have brought in fewer dollars this season compared to last season.
Chain store sales stalled at $563 million, which was flat in dollars and down 4% in units. Many chain stores are carrying less equipment this season and that is clearly reflected in the 18% decline in units sold and 13% decrease in dollars sold. Alpine sales were off 15% in units, Nordic equipment unit sales are off 29% and snowboard equipment sales are down 19% in units sold in chain stores this season.
