SnowSports Industries America is reporting that snow sport sales for the 2007 August to November period reached $897 million, an increase of 2% over last seasons anemic early season sales. The trade group, which represents manufacturers and distributors of snow sports products, said that the small increase came before the heavy snow started falling throughout much of the country. December results are not available yet.
“In November, the hangover from last years lack of snow continued but the December snow promises relief,” said Kelly Davis, Director of Research for SIA.
SIA indicated that the Internet sales channel is booming; sales were up 36% in units and 45% in dollars compared to August to November last season. The monthly retail audit produced by the trade group said that chain stores are selling less equipment but more apparel, particularly apparel tops including parkas, fleece, and snowboard tops. The report also shows that equipment sales also lagged in specialty stores, but like chain stores, apparel sales in specialty stores were strong. One very bright spot in equipment sales in all three sales channels was adult twin tip skis, according to SIA, with increases of 50% in units and 46% in dollars so far this season. More than 28,000 pairs of twin tip skis had been purchased between August and November and the trend is sure to get even hotter as the snow piled up across the country in December.
Other highlights of the November report:
Specialty Sales
Through November in specialty shops, all equipment sales totaled $194 million, a 9% decline from the same period a year ago. All units fell 10%. Mid-fat systems, by far the largest category with 59% of all system dollars sold, increased 6% in units but a 6% decline in retail prices kept dollars even. Carve width systems plummeted 41% in units and 39% in dollars and moved from 38% to 26% of all system dollars sold. Fat ski systems which surged 47% and 36% in units and dollars, respectively. Adult bindingless carve skis plunged 48% in units and 43% in dollars. Last season at this time, carve width skis brought in 17% of all ski dollars sold, this season just 10%.
Through November in specialty shops, all equipment sales totaled $194 million, a 9% decline from the same period a year ago. All units fell 10%. Mid-fat systems, by far the largest category with 59% of all system dollars sold, increased 6% in units but a 6% decline in retail prices kept dollars even. Carve width systems plummeted 41% in units and 39% in dollars and moved from 38% to 26% of all system dollars sold. Fat ski systems which surged 47% and 36% in units and dollars, respectively. Adult bindingless carve skis plunged 48% in units and 43% in dollars. Last season at this time, carve width skis brought in 17% of all ski dollars sold, this season just 10%.
Adult twin tip sales are seen as a bright spot in specialty equipment sales. So far this season 16,535 pairs of adult twin tip skis have sold in specialty shops, an increase of 21% in units and 17% in dollars. Twin tip systems, while still a tiny category with only 1,300 units sold thus far this season, shot up 81% in units and 101% in dollars. In November, the average retail-selling price for an adult twin tip system was $508, quite a bit below the $738 commanded by fat-width systems and even below mid-fats which retailed for $530. Carryover units accounted for 11% of all dollars sold so far this season, up from 7% last year.
Apparel sales increased 3% in units and 4% in dollars this November. More than 90,000 softshell parkas were sold in specialty stores between August and November and 500,000 units of fleece have sold so far for sales of $50 million.
Internet
Through November, snow sport Internet sales shot up 36% in units, 7% in average retail-selling price and 45% in dollars, finishing the period with $180 million in sales. Alpine equipment reportedly saw 117% growth in units and 121% in dollars, and moved from 42% to 52% of all equipment dollars sold.
Through November, snow sport Internet sales shot up 36% in units, 7% in average retail-selling price and 45% in dollars, finishing the period with $180 million in sales. Alpine equipment reportedly saw 117% growth in units and 121% in dollars, and moved from 42% to 52% of all equipment dollars sold.
Snowboard sales surged 45% in units and 66% in dollars. Adult freestyle boards, retailing for $328 and accounting for 43% of the board dollars, jumped 84% and 86% in units and dollars, respectively. At $304 retail, adult freeride boards jumped 68% in units and 49% in dollars.
Snowboard apparel turned in 137% and 120% respective unit and dollar gains. As a category, it moved from 5% to 8% of all apparel dollars sold, but it still has quite bit of room to grow to get to the 15% of all apparel dollars in specialty stores.
Chain stores
Chain stores had $162 million in sales through November. Equipment sales have been anemic in the chain stores so far this season; all equipment sales have fallen 26% in units and 18% in dollars since November 2005. Chains are focusing on apparel and accessories this season. Almost all the increases came from apparel which jumped 16% and 18% in units and dollars, respectively. Season-to-date, apparel accounted for 47% of all dollars sold, up from 42% in 2005 and 34% in 2004.
Chain stores had $162 million in sales through November. Equipment sales have been anemic in the chain stores so far this season; all equipment sales have fallen 26% in units and 18% in dollars since November 2005. Chains are focusing on apparel and accessories this season. Almost all the increases came from apparel which jumped 16% and 18% in units and dollars, respectively. Season-to-date, apparel accounted for 47% of all dollars sold, up from 42% in 2005 and 34% in 2004.
