Snow sports market sales declined 16% overall in February 2009 versus February 2008, according to the most recent SIA Retail Audit Topline Report. Snow sports equipment sales were particularly hard hit in February, as consumers hesitated to purchase big ticket items like skis and snowboards in relatively average snow conditions. The association's release described February as “the meanest month this year” and still alpine ski units are down only 6.5%, alpine boots down 5.6% and snowboards off 3% compared to the 2007/2008 season.
“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, in the associations release.
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 were down 4.7% in dollars but increased 2.3% in units for February season-to-date period compared to the prior-year season, and accessories sales were flat in dollars and down 1% in units during the same time frame. Overall, the snow sports market fared better than many markets this season with a 3.6% decline in dollars sold and flat unit sales for the current season-to-date period.
The report said specialty snow sports retailers saw declines in every category, with accessories faring slightly better than equipment and apparel. Overall the specialty channel was down 6.6% for the season-to-date. Online retailers were up 12% overall with equipment and accessories outpacing apparel. However, apparel still saw a mid-single-digit increase in sales for the period. Chain retailers also saw declines across the board, with accessories outpacing both equipment and apparel. Overall, the channel saw sales decline 6.7% for the month.
