Overall sales for the entire winter sports market increased by 4.1 percent in dollars to $2.2 billion compared to $2.1 billion in 2002 for the season (August through March) according to the SnowSports Industries America (SIA) Retail Audit. “The strong apparel and accessories sales in specialty stores helped make this the fourth best season ever for the winter sports industry,” said Julie Lynch, Director of Market Research for SIA, the not-for-profit industry trade group that represents manufacturers and distributors of snow sports products. The SIA Retail Audit tracks and reports sales in all snow sports product categories. This is the final report of six that looked at sales through March 31, 2003, the end of the winter season.
Sales at specialty ski and snowboard shops through the end of the season were up 7.1 percent compared to last season. In dollars, that translates to $1.71 billion in sales compared to $1.60 billion in 2002 and $1.67 billion in 2001. Unit sales were up significantly from last season tracking 14.4 percent ahead. “East Coast sales, with a higher concentration of specialty stores and abundant snow, led the advance,” said Jim Spring of Leisure Trends Group. For the month of March, specialty store sales decreased by one percent to $122.5 million from $123.8 million in 2002.
All equipment (alpine, snowboard and Nordic) in specialty stores was flat(-.03%), tracking at $662 million compared to $664 million in 2002. Alpine equipment (including skis, boots, bindings and poles) increased 1.0 percent to $454 million as compared to $450 million last year. Units for alpine equipment tracked ahead 3.4 percent. Snowboard equipment (including boards, boots and bindings) was down 4.8 percent to $179 million.
Sales for snowboard equipment in 2001 tracked at $188 million. With winter storms in the East, Nordic equipment (including skis, boots, bindings and poles) sales propelled forward, tracking at $29.5 million, an increase of 10 percent.
Apparel and accessories lead the way with the largest gains in specialty stores up 5.5 percent to $476 million and 18.6 percent to $575 million, respectively. Last season, sales for apparel were $451 million while accessories were $485 million.
“Looking at the end of the season inventory levels, unit inventories were down over 20 percent compared to 2002. Apparel sold through the best with only 19 percent available hanging at the end of March. Equipment is at 22 percent and accessories are at 21 percent. The rule of thumb is that 20 percent carry-over is a very good year,” according to Spring.
Ski Poles Sold Briskly this Season
Alpine ski sales (including systems) were up 4.3 percent to $206 million. Ski binding systems had strong sales this season, gaining 47.7 percent to $55.2 million. Midfat skis, representing almost 50 percent of alpine skis sold, tracked 5.4 percent ahead in units but stayed even in dollars (up 0.1 percent). Fat skis saw the largest gains in dollars, increasing 146 percent to $6.9 million, however; this category had the least amount of units sold. The second largest class, junior skis, is up 20.9 percent to $11 million. Twin tips skis also had a great season, tracking 25.9 percent ahead to $6.6 million. The only categories to see any type of decline in dollars were carve skis and skiboards, decreasing 40.5 percent and 15.1 percent, respectively.
As in the past, alpine boot sales were the unit leader in the overall alpine equipment category. However, alpine boots were only up 1.4 percent in dollars to $173.2 million compared to last season. High performance and recreation boots stayed strong through the end of the season, gaining 15.9 percent in dollars to $75.2 million and 20.6 percent to $24.5 million, respectively. Soft boots did really well this season, gaining 122.7 percent in dollars to $13.6 million. In addition, junior boots gained 31.6 percent in dollars to $9.8 million.
Alpine binding sales were down 11.7 percent in dollars to $59.8 million, however; binding sales (counting system sales) dropped only 1 percent in units. The only category to see any gains were junior bindings, up 21.3 percent in dollars to $6.8 million. In addition, alpine poles grew 12.6 percent in dollars to $15.1 million.
For the second consecutive year snowboard equipment sales sagged. Snowboards declined 6.5 percent in dollars to $83.1 million and 3.8 percent in units. Inventory levels are at a trim 21 percent. The carry-over category in snowboards saw the most growth, increasing 21.7 percent in units. All snowboard categories saw declines in dollars including: Freeride/Freestyle (down 13.1 percent to $15.4 million), Freeride (down 1.4 percent to $31.9 million), Freestyle (down 7.6 percent to $26.1 million), and All Mountain (down 29.7 percent to $4.7 million). Even though dollars declined for Freeride boards, unit sales increased by 2.6 percent. Snowboard boots are the category leader in unit sales for snowboard equipment. However, snowboard boots declined 2.4 percent in dollars to $53.7 million. Non step-in boots did see an increase of 9.7 percent for the season. Snowboard bindings were also off by 4.4 percent in dollars to $41.7 million, with a 3.0 percent increase in dollars for non step-in bindings.
Junior Apparel Stays Strong
Apparel tops tracked 9.4 percent ahead of last season in dollars to $264.6 million. The clear dollar winners were insulated parkas (up 28.0 percent to $101 million), softshell parkas (up 85.1 percent to $8.5 million), vests (up 37.0 percent to $3.9 million) and sweaters (up 32.6 percent to $26 million). Even though shell parkas were not up significantly, they did increase 6.1 percent in dollars to $61.6 million. This season women purchased more insulated parkas than men. The junior apparel categories stayed strong in dollars, both insulated parkas (up 28.7 percent to $16.6 million) and shell parkas (up 190.0 percent to $2.6 million) registered gains in dollars.
Suits turned around in 2002/03 because insulated products are making a come back. Overall the category gained 6.9 percent in dollars to $20.8 million.
Bottoms were also up 4.6 percent in dollars to $107.3 million thanks to a boost in the average selling price (up $4), however; units were on par with last season, tracking only 0.6 percent ahead. Softshell (up 46.7 percent to $963,645), insulated waist pants (up 47.3 percent to $29.4 million), and juniors (up 22.4 percent to $12 million) all saw increases in the double digits. Inventories are very low for apparel pants (19 percent) as the season ends.
Snowboard apparel dropped 4.5 percent in dollars to $83.5 million. Snowboard bottoms outsold snowboard tops by 7 percent. Snowboard tops gained 7.7 percent in dollars to $43.2 million while snowboard bottoms leaped ahead 6.1 percent in dollars to $35.7 million.
Accessories Sales are Up from a Soft 2002
Accessories represent 74 percent of all units sold in an average specialty ski/snowboard shop and 34 percent of dollars. This season equipment accessories were up 13.7 percent to $279.7 million. Goggles and helmets led all equipment accessories sales. Goggles were up 42 percent in dollars to $55.2 million and helmets 28 percent to $61.1 million. Weekend snow did not help sunglass sales (down 4.5 percent to $29.4 million) and slower new car sales put a damper on auto racks, although sales were up 7.4 percent to $33.8 million. Snowshoes declined 8.7 percent in dollars to $14.7 million.
New top and bottom purchases mean new accessories to go with them. Apparel accessories are up 23.6 percent in dollars to $295.4 million with hats (up 38.8 percent in dollars to $46.5 million) and turtlenecks (up 32.6 percent in dollars to $19.5 million) leading the way. All other apparel accessories categories saw double digit increases in dollars including: winter boots (up 18.3 percent to $9.1 million), gloves (up 10.4 percent to $46.9 million), mitts (up 16.7 percent to $20.3 million), socks (up 15.9 percent to $34.2 million) and base layer (up 25.3 percent to $66.6 million).
Accessories categories are seeing substantial gains this season due to a soft market during last season where ski/snowboard specialty stores had a significant level of unsold inventory at the end of the season.
