Abundant snowfall coupled with stellar
resort conditions led to increased sales in retail stores nationwide through
December. Overall sales for the entire winter sports market increased by 7.0
percent in dollars to $1.35 billion compared to $1.26 billion in 2001, according
to the SnowSports Industries America (SIA) retail audit, released today from
its 2003 trade show. “Alpine gear, apparel and accessories led the way with
the largest gains, contributing to one of the best holiday retail seasons in
recent years,” said Julie Lynch, director of research for SIA. The SIA Retail
Audit tracks and reports sales in all snow sports product categories. This is
the first of six reports that will look at sales through March 31, 2003, through
the end of the winter season.
Sales through the end of December at specialty ski and snowboard shops were up
8.4 percent compared to the same time period last season. In dollars, that translates
to $1.1 billion in sales compared to $971.6 million in 2001 and $881 million
in 2000.
In addition, unit sales were up significantly from last season tracking 14.4
percent ahead. Specifically for the month of December, sales were up $520.4 million
compared to $473.7 million last year, which was a 9.8 percent increase.
All equipment (alpine, snowboard and Nordic) in specialty stores was flat, tracking
1.2 percent ahead of last season to $434.3 million from $429.1 in 2001. Alpine
gear increased 3.7 percent or $287 million as compared to $276.8 last year. Snowboard
equipment was down just slightly in sales, 2.7 percent or $130.2 million in sales.
Sales for snowboard equipment in 2001 tracked at $133.9 million.
Apparel and accessories lead the way with the largest gains in specialty stores
up 10.3 percent or $302.2 million and 17.9 percent or $316.8 million, respectively.
Last season, sales for apparel were $273.9 million while accessories were $268.6
million.
Alpine ski sales were down 5.6 percent to $96.4 million, though units were up
1.9 percent, excluding ski systems. Ski system sales were solid and seem to be
indicative of a strong trend. “There were more ski systems sold through the
end of December than all of last season,” noted Julie Lynch. “The 92.4 percent
unit gain helped push all alpine equipment sales ahead of last year. The average
retail price for ski systems dropped from $723 in 2001 to $625 in 2002.”
Midfat skis are seeing the most action this season. This class represents 45
percent of all skis sold. Fat skis and twin tips are also up substantially in
dollars, 171.3 percent and 26 percent, respectively. The second largest category
in alpine skis is juniors, tracking 38 percent ahead in units this season.
Through December 2002, alpine boot sales surged up 5.1 percent in dollars to
$108.8 million compared to last season. The gains are in high performance (up
19 percent in dollars) the largest category, recreation (up 35 percent in dollars),
soft boots (up 136 percent in dollars) and juniors (up 34 percent in dollars).
According to Jim Spring of Leisure Trends Group, “Soft boots should be out-of-stock
by the end of March.”
Bindings sales are slow this season, down 10.2 percent in dollars to $38.5 million
excluding ski systems. However, they do slightly better if system sales are added
back. Binding sales were only down 2.4 percent in units. Poles vaulted ahead
15 .7 percent in sales to $8.9 million.
“Slow sales in the West did not help the snowboard business,” according to Jim
Spring. Boards, boots, and bindings all tracked behind last season in dollars.
Snowboard sales were down 3.8 percent to $62 million. The only category to see
any type of gains was Freeride boards (up 3.9 percent in dollars).
Snowboard boot sales were down 1.6 percent ($38.3 million) and snowboard bindings
were down 1.9 percent ($30 million). Non step-in boots are the choice for almost
all riders. This category rose 9.4 percent in dollars. This category makes up
80 percent of all snowboard boots sold.
“Apparel sales are robust,” continued Lynch. “This is a clear indicator that
manufacturers are responding to consumer demands for comfort, performance and
more styles for all kinds of winter sport enthusiasts.”
Apparel tops were tracking 13.4 percent ahead of last season in dollars to $176.1
million. Top sale increases were almost all in the double digits or better. Soft
shell parkas gained 101.4 percent in dollars followed by vests (no fleece) (up
39 percent), insulated parkas (up 32.3 percent), sweaters (up 32.2 percent) and
shell parkas (up 11.4 percent). The only category to miss was fleece (including
vest), up only 2.2 percent. Alpine tops were almost 50 percent sold through.
Suits are up 16.5 percent in dollars to $11.9 million. Juniors and insulated
suits are leading the parade.
Bottoms were also up 12.9 percent in dollars to $57.8 million. Soft shell pants
are up 55 percent in units, however; there is not enough inventory to sustain
the increase. Shell and insulated waist bottoms plus juniors accelerated the
category.
Snowboard apparel was down just slightly 1.4 percent to $56.4 million. According
to Spring, “New merchandise gained 10 percent in dollars in both tops and bottoms.
The problem stems from lack of carry-over. In 2001, carry over sales were significant.”
The hot areas in snowboard apparel were junior tops (up 40.7 percent in dollars)
and womens bottoms (up 28.2 percent in dollars). The junior bottoms werent
far behind with an increase in dollars of 25.6 percent.
Snow breathed life into almost all accessories categories. Equipment accessories
were up 12.3 percent to $157.5 million. Leading the way in dollar gains are goggles
and helmets, up 34.4 percent and 30.9 percent respectively. Also doing well are
auto racks.
Apparel accessories were even farther ahead, up 24 percent to $159.3 million.
All categories made substantial gains, however; base layers (up 31.1 percent
in dollars), turtlenecks (up 46.4 percent in dollars) and headwear (up 39.2 percent
in dollars) saw the largest gains.
