A relative abundance of snow pushed snow sports sales up 13% from August to December compared to the same period last year, Snowsports Industries America reported. Close to half of all dollars in reported sales so far this season were spent in December, after the snow started falling. If the snow keeps falling and the market maintains its current course, sales growth will be in double-digits at the end of the season.
The SIA said its latest sales audit estimated that consumers spent approximately $1.9 billion in the snow sports market during the period, including: $541.4 million on equipment, $791.5 on apparel, and $581.9 million on accessories.
Unit sales through the Internet channel increased 44%, while dollar sales rose 46% over the same period a year ago. Growth was driven by higher equipment sales. Unit sales of alpine skis, for instance, rose 119%, while dollar sales were up 102%.
The SIA said apparel accounted for more than 40% of online sales. Online sales will overtake chain store sales in units and dollars by March, SIA predicted.
Overall specialty store sales rose 6%. Heavy snow caused Nordic equipment unit sales to rise 39%, while dollar sales rose 37%. Online, Nordic equipment sales rose 39% in dollars and 42% in units. Total Nordic sales in all channels reached $22.9 million.
Adult, twin-tip skis now dominate the snow sports ski market with more units sold than any other flat-ski type in any sales channel.
