Chain store sales for snow sports equipment and apparel were up 2.2 percent for August through December compared to the same period of 2001. In dollars, that translates to $293.9 million in sales so far this year compared to
$287.6 million in 2001. The unit sales tracked behind last year
(-9.3 percent). “Families are buying in chain stores which is supported
by the increase in purchases in the junior categories,” said Julie Lynch,
Director of Market Research for SnowSports Industries America (SIA), the
not-for-profit industry trade group that represents manufacturers and distributors
of snow sports products.

Hard Goods Grow, Apparel and Accessories Decline

All equipment (alpine, snowboard and Nordic) for chain stores was up 43.8
percent to $103.8 million from $72.2 million in 2001. Alpine gear was up
29.5 percent to $46.8 million as compared to $36.2 last year. Snowboard
equipment was a bright spot at chain stores; it was up 73.0 percent or
$53.7 million in sales. Sales for snowboard equipment in 2001 tracked at
$31 million.
Both apparel and accessories did poorly in chain stores during the holiday
season. Apparel was down 9.6 percent to $110.3 million as compared to $122
million last season while accessories declined 14.5 percent to $79.8 million
as compared to 2001, which was $93.4 million.

Snowboard Equipment Sales Stay Strong

Alpine ski sales increased 8.6 percent in dollars to $16.6 million while
units dropped 20.4 percent, excluding ski systems. The average retail for
a pair of skis was $200 compared to $147 in 2001. The problem was the lack
of close outs which were in short supply. Ski systems surged ahead over
last year by 698 percent. Midfat skis represent almost 50 percent of unit
sales. This category was tracking ahead 80.5 percent. Junior skis are flying
off the shelves with an increase of 112.2 percent in dollars and 108 percent
in units.

The alpine equipment sales were driven by boots, which increased 28 percent
in unit sales. According to Jim Spring of Leisure Trends Group, “More boots
sold than skis. For every eight pairs of skis sold, chains sold 10 pairs
of boots.” Sport performance boots are the hot seller in chains while juniors
are up 138.9 percent.

Bindings are tracking similar to skis. Units are down 16.3 percent but
dollars barely dipped at 1.1 percent. The problem could be higher prices.
The average retail this season is $87 compared to $74 in 2001. Junior bindings
were also a hot product increasing 108 percent in dollars. Poles are up
(60.1 percent) to $2.8 million.

Snowboard equipment saved the period. Snowboard sales in dollars were ahead
62.3 percent to $22.9 million. Snowboards were selling for a higher retail
average price ($185) with all-mountain being dubbed, volume leader. Snowboard
boots and bindings followed suit. Boots advanced 75.5 percent in dollars
to $17.2 million while bindings tracked ahead 90.5 percent in dollars to
$13.6 million.

Apparel See Declines

Apparel tops declined 10.1 percent in dollars to $67.9 million. The only
categories to see any type of increase was junior apparel. Both junior
insulated parkas and shell parkas gained in dollars, increasing 18.9 percent
and 29.1 percent, respectively. Soft shell parkas advanced 30 percent in
dollars with an average retail price of $193. In chain stores, vests, fleece,
and sweater sales all unraveled.

Like tops, bottoms declined 7.8 percent in dollars to $21.8 million. Carry-over
accounted for 50 percent of all alpine bottom sales. Stretch waist pants
and soft shell waist pants were the only categories to grow, increasing
2.2 percent and 41.5 percent in dollars, respectively.
Lack of carry over precipitated a 7.3 percent decline in snowboard apparel
dollars. New men’s and women’s tops sold, gaining 12.7 percent and 4.8
percent in dollars, respectively. However, snowboard bottoms tracked 3.5
percent behind. The only category to show any increase was women’s bottoms,
gaining 39.2 percent in dollars.

Snowdecks/skates are Hot in Chain Stores

The accessories business was slow for the month of December. Equipment
accessories were down 13.4 percent to $32.5 million. The hottest seller
in chain stores this season has been the snowdecks/skate, gaining 45.6
percent in dollars and 108.8 percent in units. The only other category
to see any growth was sunglasses, up 10.8 percent. Apparel accessories
had a tough time of it also. This category was down even more at 15.3 percent
to $47.3 million.

The SIA Retail Audit tracks and reports sales in all
snow sports product categories. This is the third of six reports that will
look at sales through March 31, 2003, the end of the winter season.