Equipment sales in snow sports specialty shops increased less than 2% in dollars from August through February with slight decreases in the number of alpine skis and in the number of snowboards sold, according research commissioned by Snowsports Industries America.
Chain stores sold less equipment than they did in 2005-06, but dollars spent on equipment were up slightly.
Although equipment sales on the Internet are quite strong, the channel is still too narrow to make a significant difference overall.
The marketplace is made up of three primary sales channels; the Internet, Specialty shops, and chain stores. Specialty shops sell the largest share of equipment, apparel and accessories but the Internet and chain store channels have a significant share of the market; and the Internet channel grew by close to fifty percent this season.
Specialty Shops
Snow sports consumers have spent more than $1.7 billion dollars in specialty shops so far this season. Apparel sales lead the way with $609 million followed closely by accessories with $579 million in sales. Apparel sales have increased 6% in dollars over the August to February period last season and accessories are up more than 7% in dollars.
At Descente/DNA, VP Curt Geiger said most its dealers reported that both brands were nearly completely sold through.
“The upper end of Descente/DNA products led the way in consumer demand, Geiger said.
Only equipment sales have remained flat this season. This time last season, 436,133 pairs of skis had been sold in specialty shops compared to 429,621 this season. Snowboard sales werent much brighter in specialty with an overall decrease of about 1% in units so far this season. Nordic propped the equipment categorup with increases of 26% in units and more than 28% in dollars.
Chain Stores
Consumers have spent almost $574 million on snow sports equipment, apparel and accessories in chain stores so far this season. Equipment sales in chain stores are down from 2005.06 totals for the August to February time period by 7% in units and 1% in dollars.
Equipment declined by 11% in units with integrated ski systems leading the decline with a 40% decrease in unit sales. In fact, of the 645,000 pairs of skis sold across the market, chain stores sold just 18% (117,838). Snowboards were down 13% in units and 6% in dollars since the 05.06 season. On the bright side, apparel is selling well in the chain stores channel; apparel sales have increased 19% in dollars since 2005.06.
Internet
The Internet channel continues to become both wider and deeper with vast increases in sales of equipment, apparel and accessories. Overall, the Internet channel for snow sports goods has increased 42% in units and by 47% in dollars.
Clicking consumers have spent $453 million this season online for snow sports goods. Keep in mind that currently, Internet sales account for less than one fifth of all sales in the snow sports marketplace. However, at the current growth rate, Internet sales will reach more than $650 million and account for 25% of all snow sports sales by the end of the 2008.09 snow sports season.
Customers appear to be increasingly more comfortable clicking to buy skis, snowboards, parkas, goggles, helmets, and pants online. Snow sports equipment sales over the Internet increased by 60% in units and by 79% in dollars. Compare that to the flat or decreasing sales of equipment in specialty shops and in chain stores.
Equipment is the fastest growing category in the Internet channel this season. For example, online sales of adult twintip skis have increased from 7,500 pairs last season to more than 22,000 this season.
