Preliminary SIA data indicated snow sport retail sales rose 17% in January across all sales channels including chain stores, online retail, and specialty shops from January, 2009. Season to date, sales in the snow sports market are up to $2.6 billion, a full 16% higher than last season at this time and well above August to January in both the 2008/2009 and 2007/2008 seasons. Snow sport retailers comfortably outpaced general retail this month, which was up 8.3% over January 2010, according to the US Census Bureau.
January 2011's strong sales occurred in a month which, despite several large winter storms across the country, actually ranked 9th driest on record. However, the colder than average temperatures across the country kept consumer demand for winter-related products high. Especially strong growth came out of insulated jackets, fleece jackets and cold-weather accessories such as gloves, hats, base layer and socks.
Sales at snowsport retail are expected to maintain an upward trajectory in 2011. While weather certainly plays a role, it is not the only factor influencing growth in the snow sports industry. The consumers that shop at specialty and core snow sport retail are more likely to be peer leaders, trend setters and core enthusiasts; they are passionate about what they do, and that passion encourages spending.
