The snow sports market brought in a record $3.3 billion the United States over the full 2010/11 season, exceeding the prior record set in 2007/08 by 10 percent, according to Snowsports Industries America’s final tally of the season.


Overall, snow sports sales were up 8 percent in units sold, and 12 percent in dollars sold.  Leaner inventories kept prices strong throughout the season, equipment inventories finished the season 19 percent leaner and equipment prices were 10 percent higher than they were at the close of last season.  In fact, retail margins finished the season up 10 percent for equipment, up 10 percent for accessories, and up 4 percent for apparel goods sold.

 

 

2010/2011 Season Trends


  • Alpine skis (flat skis sold without bindings) in the 80mm-110mm waist width category were up 74 percent in dollars sold on more than 74,000 units compared to 47,000 units sold last season.
  • Womens ski sales increased 20 percent in units sold and 26 percent in dollars sold this season.  149,000 out of a total of 419,000 alpine skis sold were womens models this season.
  • AT/Randonee equipment sales finished the season up 90 percent overall in dollars sold, and up 87 percent in units sold.  Most notably, AT/Randonee boots sales finished up 126 percent in units and up 124 percent in dollars sold. 
  • Reverse/Mixed camber ski sales finished the season up 134 percent in units sold and 129 percent in dollars sold. 
  • Approximately 54,000 pairs of reverse camber/mixed camber skis were sold this season.
  • Reverse camber snowboard sales were up 42 percent in units sold and 46 percent in dollars sold.  In fact, 45 percent of all current season model boards sold this season have reverse camber.
  • Insulated parka sales finished the season up 24 percent in units sold and up 24 percent in dollars sold to $394 million in total sales.
  • Helmet sales were very strong this season with 1.2 million sold, up 3 percent in units sold and up 12 percent in dollars sold.
  • Snowshoe sales are up 21 percent in units and up 20 percent in dollars sold through February this season. 

This season, American consumers spent $902 million on snow sports equipment.  Sales peaked in December and January but fell off the pace in February and March due to scarcity. 


Tight inventories boost margins

Prices remained strong through the end of the season, particularly for equipment, demonstrating the market power of leaner inventories.  In the past, retailers incentivized buyers with slashed prices for equipment, often selling current season equipment as carryover (sold at or below average retail cost).  This season, sales of carryover equipment units were down 37 percent in February and down 27 percent in March 2011.

Apparel sales set a new record this season with $1.2 billion sold.  The weather helped push apparel sales throughout the season as La Niña dumped snow across the Northern half of the U.S. through April. 

 

Overall, apparel sales were up 7 percent in units sold and up 11 percent in dollars sold.  Keep in mind that snow sports apparel is purchased by many who will never ride a ski lift but want to be warm, dry and fashionable in the worst winter weather.

Snow sports accessories like helmets, gloves, ski racks, and snowshoes enjoyed excellent sales this season, accessories sales finished the season up 9 percent in units sold and up 14 percent in dollars sold bringing in $1.2 billion total. Helmets accounted for 10 percent of all accessories sales this season as the trend to protect against head injuries in skiing and other sports where collisions are likely continued to gain strength on new medical discoveries.  In fact, more than 1.2 million snow sports specific helmets were sold this season.

 

Geographic breakdown

Weather plays the most critical role in snow sports sales. Regionally, heavy snow and colder than average temperatures drove consumers to buy in the western region where sales were up 21 percent in equipment dollars sold, 14 percent in apparel and 20 percent in accessories sales. 

 

The Northeast also enjoyed sales increasing including 15 percent more in equipment dollars, 18 percent more in apparel and 19 percent in accessories dollars sold during the season. 

 

In the South, snow sports participants who were headed for more mountainous terrain continued their equipment buying spree increasing sales up 16 percent, but warmer weather in the southern U.S. did not drive apparel and accessories sales. Southern apparel sales were relatively flat with a 2 percent gain in dollars sold and accessories are up just 1 percent over last season. 

 

The Midwestern regions sales continued to grow this season; up 13 percent in equipment, 4 percent in apparel and up 13 percent in accessories dollars sold.