SIA: Snowboard Sales Surge in Chain Stores as Total Sales Slip

Despite the abundant snowfall in many parts
of the U.S. this winter, chain store sales were still down 4.6 percent
for August through January compared to the same period of 2002. In dollars,
that translates to $372.2 million in sales so far this year compared to
$390 million in 2002. The unit sales tracked behind last year by 10.5 percent.
Sales for the month of January in chain stores were down considerably from
2002, $89 million compared to $96 million, a difference of almost $7 million.
The SnowSports Industries America (SIA) Retail Audit tracks and reports
sales in all snow sports product categories. This is the fourth of six
reports that will look at sales through March 31, 2003, the end of the
winter season.

All equipment (alpine, snowboard and Nordic) for chain stores was up 13.1
percent to $116.1 million from $102.7 million in 2002. Alpine gear was
up 12.4 percent to $52.8 million as compared to $47 million last year.
Snowboard equipment was a bright spot at chain stores; it was up 19.6 percent
or $58.2 million in sales. Sales for snowboard equipment in 2002 tracked
at $48.7 million. Nordic equipment was down 28 percent to $5 million.
Both apparel and accessories were down in chain stores. Apparel was down
10.1 percent to $145.3 million as compared to $161.7 million last season
while accessories declined 11.8 percent to $110.8 million as compared to
2002, which was $125.7 million.

Alpine ski sales declined 5.1 percent in dollars to $18.4 million while
units dropped 27.8 percent, excluding ski/binding systems. The problem
was the lack of close outs which were in short supply. On a bright spot,
current product in all categories are selling well. Midfat skis (up 39.7
percent), twin tip skis (up 247.8 percent), ski boards (up 49.7 percent)
and junior skis (up 62.6 percent) all saw double digit gains in dollars.
Ski systems surged ahead over last year by 464 percent in dollars. The
alpine equipment sales were driven by boots, which increased 21.7 percent
in dollars to $19.7 million. According to Jim Spring of Leisure Trends
Group, “Of the 18,000 pair increase in boot sales, junior boots account
for 38 percent of the increase.” Both sport performance (up 37 percent
in dollars) and recreation boots (up 97.1 percent in dollars) are the hot
seller in chains while juniors are up 99 percent in dollars. Bindings are
tracking similar to skis. Units are down 21.9 percent while dollars were
down 12.9 percent. Junior bindings are a hot product increasing 64 percent
in dollars. Poles are up (34.0 percent) to $3.3 million. Snowboard equipment
is still tracking ahead in chain stores. Snowboard sales in dollars were
ahead 14.1 percent to $24.4 million. Freeride (up 52.4 percent), Freestyle
(up 36.0 percent), and All- Mountain boards (up 305.4 percent) all saw
double digit gains in dollars. Snowboard boots and bindings followed suit.
Boots advanced 21.1 percent in dollars to $18.9 million while bindings
tracked ahead 27.7 percent in dollars to $15 million.

Apparel tops declined 10.3 percent in dollars to $85.7 million. Junior
apparel is doing really well in chains. Both junior insulated parkas and
shell parkas gained in dollars, increasing 19.0 percent and 42.6 percent,
respectively. “This is the year of junior equipment and apparel in chain
stores. It is literally flying off the shelves,” said Julie Lynch, Director
of Market Research for SIA. Soft shell parkas advanced 40.9 percent in
dollars with an average retail price of $192. Carry over apparel tops are
selling really well in chain stores, up 73.9 percent in dollars to $12.9
million. Like tops, bottoms declined 7.6 percent in dollars to $31.3 million.
Carry-over accounted for over 50 percent of all alpine bottom sales. Soft
shell waist pants were the only categories to grow, increasing 41.7 percent
in dollars and 43.3 percent in units. The opposite was true in the snowboard
apparel, lack of carry-over hurt this category. Snowboard apparel was down
10 percent in dollars to $26.7 million.

The accessories business was slow in chain store this season. Equipment
accessories were down 9.7 percent to $44.2 million. The hottest seller
in chain stores this season has been the snowdecks/skate, gaining 64.8
percent in dollars and 136.2 percent in units. The only other category
to see any growth was sunglasses, up 25.4 percent in dollars. Apparel accessories
had a tough time of it also. This category was down even more at 13.2 percent
to $66.6 million.