Higher prices, fewer carryover sales and better cash flow for specialty retailers sums up the snow sport market during the August-February season-to-date period, according to the latest SIA Retail Audit released last week.  Snow sports product sales for the period reached $2.7 billion, up 3% versus the prior-year season, despite a 3.4% decline in units compared to the comp period in the 2009/2009 season. The higher dollar receipts reflected better pricing at lower volumes as carryover sales continued to diminish and retailers (and vendors) clean up inventories.


SIA said equipment sales for the seven-month period rose 0.8% to $720.7 million despite a 5.2% decline in unit sales, as poor snowfall hurt sales in the West and Northeast.  Apparel sales rose 3.5% to $1.02 billion, despite a 3.9% decline in unit sales as stores sold a higher proportion of in-line vs. carry-over product. Accessories sales grew 7% on a 3% unit decline.

 

Specialty channel sales reached $1.6 billion, down 3% in units and up 3% in sales. Alpine ski equipment sales increased 5% in dollars on strong sales of fat skis (>80mm waist width), high performance alpine boots, and high end bindings (DIN 12+). Carryover unit sales of alpine equipment fell 17% for skis and 11% for boots. Snowboard equipment continued to decline in February with unit sales down 8% and dollars sold down 6%.

 

Specialty shops enjoyed higher margins and saw significant declines in inventory through February, resulting in improved cash flow, the SIA reported.

 

Internet sales rose 9% to $546 million despite flat unit sales, which SIA said were leveling off after three back-to-back seasons of double-digit growth. The snowboard equipment category realized its only sales gain in the Internet channel. Snowboard equipment sales increased nearly 17% in unit sales and 19% in dollar sales through February.

 

Chain store sales declined 1% to $23 million and 5% in units. Many chains are carrying less equipment this season and that is clearly reflected in the 19% decline in units sold and 14% decrease in dollars sold. Alpine sales were off 17% in units, Nordic equipment unit sales were off by a whopping 30%, and snowboard equipment sales were down 20% in units.

 

NOTE: For more detail on the SIA Topline Report, see this weeks issue of The B.O.S.S. Report.