Overall sales for the entire winter sport market (including specialty and chain stores) were flat, up 0.5% in dollars to $2.06 billion for the August 2004 through February 2005 period, compared to $2.05 billion reported for the same period last year, according to the SnowSports Industries America (SIA) Retail Audit. Unit sales were down 9.4%. Sales at specialty ski and snowboard shops were also flat, down 0.4% compared to last season. In dollars, that translates to $1.59 billion in sales compared to $1.6 billion for the same period last season. Unit sales were down from last season 5.7%. “US consumer confidence rose only 0.5% in February as inflation ticked up and oil prices started to soar. Equipment felt the effects of shrinking consumer budgets while apparel was able to gain respectable dollar increases,” said Christine Martinez, market research manager for SIA, the not-for-profit industry trade group that represents manufacturers and distributors of snow sports products. The SIA Retail Audit tracks and reports sales in all snow sports product categories. This is the fifth report of six that look at sales through March 31, 2005, the end of the winter season.
CARRYOVER EQUIPMENT IS A BRIGHT SPOT FOR ALPINE CATEGORY
Overall equipment sales (alpine, snowboard, Nordic, Telemark and Randonee/AT) were down 4% in dollars as compared to last season with season-to-date sales reaching $581.4 million through February 2005. In specialty stores, alpine equipment (including skis, ski systems, boots, bindings and poles) sales decreased 2% in dollars this season over last.
Alpine skis, excluding integrated systems, fell 15% in dollars over last season, ending February with $98 million in sales. Comparing this February to last, all ski sales fell 10% in dollars.
At a season-to-date average retail price of $356, twin tip ski sales continue to show growth, up 26% in dollars and reaching $7.5 million in sales for the period of August 2004 February 2005. Last year at this time, twin tips retailed for $378. At the end of February 2005, there were approximately 12,000 units remaining in retail inventory.
Due to most manufacturers widening their carve skis, sales jumped 61% in dollars this season, after double-digit losses last season. (Leisure Trends Group has changed the carver max width definition to 69mm to reflect the wider carve skis that are being produced. Midfat skis are defined as those with waist widths between 70mm and 79mm).
Sales of fat skis decreased 15% while midfat skis declined 51% in dollars, when comparing this season to the same August to February period in 2004. After last seasons strong start, junior ski sales continue to decline this season, with a 16% drop in dollar sales.
All alpine carryover ski sales increased a substantial 44% in dollars. The average retail selling price increased from $208 last February to $235 this February.
By the end of February, total alpine boot sales were flat in dollars ($138.4 million in sales) as average retail prices moved from $252 last February to $273 this February. High performance boot dollars increased 14% and accounted for 44% of all boots sold through February. Sport performance boots, 30% of all boots sold, fell 2%. Recreation boots and soft boots suffered 15% and 44% dollar losses, respectively. Carryover boots, however, managed to gain 4% in dollar sales. By the end of February, alpine boots were 64% sold-through.
The growth of integrated systems has resulted in a decline in sales of stand-alone bindings. Sales were down 21% in dollars as compared to last season, with season-to-date sales totaling $33 million. Similar to junior ski sales, junior alpine binding sales also dropped (down 27% in dollars over last season). Carryover bindings, however, saw a healthy 22% dollar increase this season over last.
Alpine poles fell 4% in dollars this season over last. Adult and junior poles lost 7% and 10% in dollars respectively, but carryover dollars increased 36%.
INTEGRATED SKI SYSTEM SALES REACH $74 MILLION
Integrated ski system sales jumped 29% in dollars when comparing this August to February period to the same period a year ago. Integrated ski systems had double digit growth in both specialty and chain stores, clearly stealing sales from non-integrated alpine skis.
So far this season, integrated systems are 68% sold-through and retailers had 70,000 remaining pairs to sell. At the end of this February, 49% of the integrated ski system units sold were midfats, 46% were carvers, 3% juniors and 3% fat skis.
TELEMARK GROWTH SLOWS DOWN
Telemark ski equipment growth slowed down in February. Sales were flat over last season, reaching $5.8 million at the end of February. Telemark ski sales fell 2% in dollars as the season-to-date average retail price for Telemark skis increased from $354 to $397. At the end of February, the category was 50% sold-through. Telemark boots managed a 2% increase while telemark bindings fell 2%.
The Nordic categories continue to see sales decline this season. The Nordic ski equipment category fell 10% in dollars this season over last. Nordic skis (down 10% with $13.3 million in sales), bindings (down 10% with $4.5 million in sales) and poles (down 23% with $2.6 million in sales) all experienced dollar declines as well.
CARRYOVER SALES STILL STRONG IN SNOWBOARD CATEGORY
Snowboard equipment sales (including snowboards, boots and bindings) were down 5% in dollars with a total of $187.5 million in sales. Snowboards (down 7% with $85.4 million in sales) and boots (down 7% with $54.7 million in sales) experienced dollar decreases while bindings ($47.3 million in sales) inched up 1% in sales this season over last.
All mountain boards were down 13% with sales at $9.1 million by the end of February. The average retail price for an all mountain board fell from $245 to $237. Freestyle board sales remained flat in dollars and accounted for 39% of all boards sold through February. Average retail prices edged up from $300 last season to $303 this season. Freeride boards dipped 6% in dollars. At the end of February, all snowboards were 59% sold-through. Snowboard carryover sales increased 4% in dollars this season-to-date.
Step-in boots and bindings continued their decline this season with 21% and 77% drops in dollar sales, respectively, over last season. Non step-in boot sales also fell 8%. Carryover boots and bindings managed to gain dollars, 12% and 18%, respectively.
Snowboard apparel sales followed the trend of snowboard equipment and dropped 10% in dollars this season over last, ending February with $78.8 million in sales. Snowboard tops slid 17% in dollars while snowboard bottoms fell 10% in dollars. Snowboard apparel carryover sales jumped 34% in dollars. Carryover units accounted for 17% of all units sold.
After a strong start last year, junior snowboard apparel lost steam. Junior top and bottom dollars sank 34% and 22%, respectively.
CONSUMERS CONTINUE TO PURCHASE PARKAS AND VESTS
Specialty apparel sales (including tops, bottoms, suits and snowboard) were up 5% in dollars with season-to-date sales totaling $501 million. At a season-to-date average retail price of $191, insulated parka sales rose 10% in dollars. At the end of February, insulated parkas were 74% sold-through. Soft shell parka sales slowed down after nearly triple digit growth in the past two seasons. Sales still managed to jump 14% in dollars as average retail prices slipped from $197 to $183. Soft shells continue to roll with healthy increases, especially as more manufacturers offer a soft shell selection in their lines. Soft shells are 65% sold-through by the end of February. After a tough season last year, shell parka sales were flat this period as compared to last. Accounting for 9% of all shell units sold this season, junior shells shot up 100% in dollars. Vest and fleece sales continue to be impressive, up 40% and 10%, respectively, over last season.
Carryover tops and bottoms both showed healthy increases over last season, up 72% and 40%, respectively. At the end of February, all apparel was 69% sold-through.
FEBRUARY SALES FLAT FOR ACCESSORIES CATEGORY
The accessories category in specialty stores remained flat with a 1% decrease in dollars over the same period last season with season-to-date sales of $510.7 million. Equipment accessories decreased 4% due to hefty dollar drops from snow decks/skates (down 48%) and snowshoes (down 30%).
Apparel accessories saw sales increase 1% for August through February of this season over last. Winter boots continue to perform well with sales up 28% reaching season-to-date sales of $17.7 million. However, dollar declines in headwear (down 5% with sales at $39.5 million), gloves (down 11% with sales at $44.6 million) and mitts (down 5% with sales at $17.4 million) helped keep category growth down.
