Sales of snow sports gear is up 13 percent in dollar terms this season compared to August to December of last year, Snowsports Industries America reported.


At a time when economists are talking recession, the industry is enjoying strong growth across the board, the SIA reported at its annual trade show in Las Vegas. Heavy snowfall has helped pry open consumers' wallets and they have spent $1.9 billion in the snow sports market so far this season. That included:


  • $541.4 million on equipment,
  • $791.5 on apparel, and
  • $581.9 million on accessories.

The Internet channel is still ablaze with 44% more units sold and 46% dollar growth. This channel was driven by higher equipment sales; alpine skis sales were up 119% in units and 102% in dollars.


Online sales will overtake store channel by March

 

The SIA saaid apparel accounts for more than 40 percent of online sales and that the Internet channel is poised to overtake the chain store channel in units and dollars by March.

 

Nordic equipment

 

Driven by heavy snow, Nordic equipment sales took off this season with increases of 39% in units and 37% in dollars in snow sports specialty shops. Sales of Nordic equipment were up 39 % in dollars and 42% in units online and sales totaling $22.9 million in all sales channels.

 

Twin tips rule

 

Adult twin tip skis now dominate the snow sports ski market with more units sold than any other flat ski type in any sales channel. Sales of twin tip flat skis were up 32 percent in units and dollars in specialty and an incredible 167% in units and 170% in dollars online.

 

Twin tip systems are doing equally well in terms of growth, but far fewer units are sold. For example, in specialty, 2,418 twin tip systems were sold August to December for an increase of 241% in units, but that pales to the 27,474 adult twin tip flat skis sold in specialty brick and mortar shops.

 

More than 47,000 adult twin tip flat skis have sold in the market so far this season. For those worried that not enough kids are getting on the slopes and becoming lifelong snow sports participants, you will be glad to hear that 65,800 junior flat skis and 23,097 junior ski systems have sold so far this season and more than 80% of them sold in specialty brick and mortar shops.

 

In fact, overall, the top selling ski model August to December this season is a junior model. With the snow still falling and sales heating up, expect the market to show increased sales across the board through January. Close to half of all dollars in reported sales so far this season were spent in December after the snow started falling. If the snow keeps falling and the market maintains its current course, sales growth will be in double digits at the end of the season.