Snow sports market sales declined 16% overall in February 2009 over February 2008.  Snow Sports equipment sales were particularly hard hit in February, as consumers, riddled with fear over lost wealth and lost jobs, hesitated to purchase big ticket items like skis and snowboards in relatively average snow conditions. 


“Frankly, I have been wondering when the SIA audit data would catch up to the reality of the market. The winter sports market has been difficult all season,” commented Tim Petrick, VP Global Sales, K2 Sports.


The chart below shows the drop off in sales of alpine ski and snowboard equipment that began in November and continued becoming particularly severe in February this season.


Sales Decline Chart


The apparel and accessories categories have fared better than equipment this season as skiers and riders continued to hit the slopes despite their fears about the economy.  Apparel sales are down 4.7% in dollars but increased 2.3% in units August-February 2008/09 compared to August-February 2007/08, and accessories sales were flat in dollars and down 1% in units during the same time period.  Overall, the snow sports market fared better than many industries this season with a 3.6% decline in dollars sold and flat unit sales August-February 2008/09 compared to August-February 2007/08.


The association's release described February as “the meanest month this year” and still alpine ski units are down only 6.5%, alpine boots 5.6% and snowboards 3% compared to the 2007/2008 season.


The table below shows retail sales by channel.  Snow sports specialty shops still sell the “lion’s share” of gear, chain stores are selling less equipment and more apparel, and the Internet channel continues to broaden significantly even in difficult economic times. 

Sales by Channel Chart