SIA released its second-to-last retail audit, which measures key product sales at specialty and chain stores through the end of February 2004. Overall sales for the entire winter sport market increased slightly by 1.4% in dollars to $2.06 billion for August 2003 through February 2004 as compared to $2.03 billion for the same period last season. Unit sales were ahead 4.6%, signifying continued price deflation.
Overall sales at specialty stores were up 1% in dollars to $1.61 billion for August 2003 through February 2004 as compared to $1.59 billion for the same period last season. Unit sales at specialty stores were up from last season tracking 4.8% ahead. Sales for the month of February in specialty stores were down 2.4% to $266.5 million compared to $273 million in February 2003, a decrease of 2.4%. Unit sales dipped 1.5% for Feb.
“Strong performers in the specialty stores this period included integrated ski systems, snowboard equipment and alpine and snowboard apparel,” said Christine Martinez, market research manager for SIA.
Overall sales at chain stores were up 2.9% in dollars to $451.8 million for August 2003 through February 2004 as compared to $439.2 million for the same period last season. Unit sales at chain stores tracked 4.1% ahead. Sales for the month of February in chain stores were $73.6 million compared to $67.3 million, an increase of 9%. Unit sales managed an increase of 4.3%, showing that the average price of SnowSports equipment and apparel at chain stores is actually rising.
The decline in the average selling price at specialty retailers could be stemming from a number of factors. First, the increased Asian sourcing of equipment and apparel is making its way (finally) onto the Specialty sales floor. Second, this could be a planned deflation and Specialty retailers could be choosing less-expensive brands. And third, Specialty retailers could be discounting their product more than they did previously.
>>> We say its Option D, all of the above
