According to the preliminary SIA Retail Audit for the first few months of the 2003/2004 winter season, total sales for the winter sports market increased by 3.9% to $314.5 million compared to $302.7 million in 2003. Unit sales were up 6.2%. The report, compiled by Leisure Trends Group for SnowSports Industries America, measures retail sales August through October.

At Specialty ski and snowboard shops, sales for the season were up 7.2% to $254.8 million, compared to $237.7 million last season and 234.1 million in 2001. The price deflation trend that has been plaguing many areas held back growth as unit sales grew 14.0% versus last season in specialty stores.

“Winter sports sales are shaping up well in the specialty ski and snowboard shops for the beginning of the season. With snow falling across the country, sales could hit an all-time high this season,” said Julie Lynch, director of market research for SIA.

The big story this preseason for hard goods is the free-heel emergence. Nordic skis were up 67.8%, bindings rose 106.4% and boots were up 49.1%. Telemark ski equipment more than doubled with a 128.4% increase.

Apparel tops gained 8.3% in dollars for the preseason. Insulated parkas were up 20.8%, softshell parkas jumped 59.3%, and fleece, including vests, grew 9%.

Women’s apparel sales were a major driving force for the preseason. Women’s insulated parkas increased 42.6% to $6.7 million, or 26% more than men’s sales.

Junior’s insulated parkas were up 4.1% and shell parkas were down 10% when measured in dollars.

Bottoms grew 6%, with softshell pants up 52.8%.
Snowboard apparel jumped 24%, on par with equipment sales in dollars. Tops gained 23.3% while board bottoms rose 5.5% in dollars. Juniors apparel was up as well, with tops gaining 47% and bottoms up 41%.

Chain store sales were down 8.2% to $59.7 million for the preseason compared to $64.9 for the same period lat year. Unit sales tracked 8.3% behind last year.

The biggest surprise was that high performance boots saw an increase in sales in Chain stores, but a decrease in Specialty stores.

The apparel and accessories categories were both down in Chain stores, with apparel down 11.8% to $25.3 million as compared to $28.7 million last season.

Accessories declined 4.1% to $19.8 million as compared to $20.7 million last year.

Apparel tops declined 11.7% in chain stores, with the only categories showing any kind of increase being soft-shells, which were up 116%, and sweaters, up 26.9%. Insulated parkas fell 17.4% and shell parkas dropped 18.1% in chain stores.