Sales for the entire winter sport market, including specialty and chain stores, were down 1.3% in dollars to $1.33 billion for the August through December period of 2004, compared to $1.35 billion reported last year, according to the SnowSports Industries America (SIA) Retail Audit. Unit sales were down 8.2%. Sales at specialty ski and snowboard shops were down 3% compared to last season. In dollars, that translates to $1.03 billion in sales compared to $1.06 billion in 2003. Unit sales were down from last season 5%.
“Even with warm weather in the East, specialty store sales for the August to December period slid just 3 percent in dollars. US consumer confidence rose in December for the first time in four months which contributed to a solid holiday season and a bump in sales for the apparel category” said Christine Martinez, market research manager 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 third report of six that look at sales through March 31, 2005, the end of the winter season.
TWINTIPS AND CARVE SKIS ARE BIG SELLERS THIS SEASON
Overall equipment sales (alpine, snowboard, Nordic, Telemark and Randonee/AT) were down 7% in dollars as compared to last season with season-to-date sales reaching $393.6 million through December 2004. In specialty stores, alpine equipment (including skis, ski systems, boots, bindings and poles) sales decreased 6% in dollars this season over last.
Alpine skis, excluding integrated systems, fell 15% in dollars over last season, ending December with $68.6 million in sales. Comparing this December to last, all ski sales fell 19% in dollars. Add alpine skis to integrated systems and total ski sales through December fell 4% in dollars.
At a season-to-date average retail price of $358, twin tip ski sales are continuing to shine, up 33% in dollars and reaching $5.6 million in sales for the period of August-December 2004. Last year at this time, twin tips retailed for $384. At the end of December 2004, twin tips were 47% sold-through with approximately 17,000 units remaining in retail inventory.
Due to most manufacturers widening their carve skis, sales shot up 48% in dollars this season after double-digit losses last season. (Leisure Trends Group has changed the carver max width definition to 69mm to reflect the wider carve skis that are being produced. Midfat skis are defined as those with waist widths between 70mm and 79mm.)
Fat skis and midfat skis declined 11% and 48% in dollars, respectively, when comparing this season to the same August to December period in 2003. This December the sales ratio of midfats to carvers was 1 to 1, down from nearly 3.7 to 1 in December 2003.
After last seasons strong start, junior ski sales continue to decline this season, with a 20% drop in dollar sales. End-December inventories were 16% greater than they were a year ago.
So far this season, all alpine carryover sales increased 44% in dollars. The average retail selling price increased from $176 to $216.
By the end of December, total alpine boot sales were showing a 3% dip in dollars ($91.6 million in sales) as average retail prices moved from $246 last December to $258 this December. High performance boot dollars increased 12% and accounted for 25% of all boots sold through December. Sport performance boots, 26% of all boots sold, declined 5%. Recreation boots and soft boots suffered 19% and 47% dollar losses, respectively. At the end of December, alpine boots were 44% sold-through.
The growth of integrated systems has resulted in a decline in sales of stand-alone bindings. Sales were down 21% in dollars as compared to last season, with season-to-date sales totaling $23.3 million. At the end of December, retailers had 9% fewer bindings in stock than at the end of December 2003. Similar to junior ski and junior boot sales, junior alpine binding sales also dropped (down 30% in dollars over last season).
Alpine poles fell 9% in dollars this season over last. Adult and junior poles lost 10% and 17% in dollars respectively, but carryover dollars increased 14%.
INTEGRATED SKI SYSTEMS BECOMING MAINSTREAM
Integrated ski system sales jumped 20% in dollars when comparing this August to December period to the same period a year ago. Integrated ski systems had double digit growth in both specialty and chain stores, clearly stealing sales from non-integrated alpine skis which suffered double digit declines.
This December, the average retail selling price for an integrated system was $512, down from $559 a year ago, an 8% decline. So far this season, integrated systems are 45% sold-through and retailers had 118,000 remaining pairs to sell, 44% more units than at the end of December 2003. At the end of this December, 48% of the integrated ski system units sold were midfats, 45% were carvers, 4% juniors and 3% fat skis.
TELEMARK SALES SHOWING POSITIVE SIGNS
Telemark ski equipment continues to show growth this season with a 14% dollar increase over last season, and reaching $3.7 million at the end of December. Telemark ski sales grew 15% in dollars and the season-to-date average retail price for Telemark skis increased from $371 to $400. At the end of December, the category was 28% sold-through. Telemark boots and bindings also managed dollar increases — 10% and 21%, respectively. Telemark bindings outsold telemark skis 2.5 to 1.
Trails without snow in the Midwest and East had the Nordic categories off to a slow start this season. The Nordic ski equipment category fell 15% in dollars this season over last. Nordic skis (down 15% with $7.2 million in sales), bindings (down 15% with $2.5 million in sales) and poles (down 26% with $1.4 million in sales) all experienced dollar declines as well.
SNOWBOARD SALES CONTINUE TO TRAIL
Snowboard equipments slow start continued in December. Snowboard equipment sales (including snowboards, boots and bindings) were down 10% in dollars with a total of $134.9 million in sales. Snowboards (down 12% with $63.0 million in sales), boots (down 12% with $38.5 million in sales) and bindings (down 4% with $33.4 million in sales) all experienced dollar decreases this season over last.
Comparing this season to last, all snowboards saw decreases in sales. All mountain boards were down 14% with sales at $7.0 million by the end of December. The average retail price for an all mountain board fell from $245 to $231. Freestyle board dollars slid 4% and accounted for 36% of all boards sold-through December (up from 32% last season-to-date). Average retail prices edged up from $299 last season to $302 this season. Freeride boards dipped 13% in dollars. At the end of December, all snowboards were 48% sold-through. Last season at this time, sell-through stood at 58%. Snowboard carryover sales decreased 4% in dollars this season-to-date.
Step-in boots and bindings continued their decline this season with 35% and 81% drops in dollar sales, respectively, over last season. Non step-in boot and binding sales also fell, 13% and 3%, respectively. However, carryover boots and bindings managed to gain dollars, 14% and 30%, respectively.
Snowboard apparel sales followed the trend of snowboard equipment and dropped 12% in dollars this season over last, ending December with $54.1 million in sales. Snowboard tops slid 17% in dollars while snowboard bottoms fell 13% in dollars. Snowboard apparel carryover sales jumped 31% in dollars. Carryover units accounted for 18% of all units sold.
After a strong start last year, junior snowboard apparel lost steam. Junior top and bottom dollars sunk 38% and 29%, respectively.
HOLIDAY SEASON BUMPS UP APPAREL SALES
Specialty apparel sales (including tops, bottoms, suits and snowboard) were up 4% in dollars with season-to-date sales totaling $331.6 million. At a season-to-date average retail price of $194, insulated parka sales rose 10% in dollars. At the end of December, insulated parkas were 45% sold-through. Soft shell parka sales slowed down after nearly triple digit growth in the past two seasons.
Sales still managed to jump 17% in dollars as average retail prices slipped from $203 to $190. Soft shells continue to roll with healthy increases, especially as more manufacturers offer a soft shell selection in their lines. Soft shells are 47% sold-through by the end of December. After a tough season last year, shell parkas continued to rebound with a 2% dollar gain. Accounting for 10% of all shell units sold this season, junior shells shot up 122% in dollars. Vest and fleece sales continue to be impressive, up 34% and 15%, respectively, over last season.
At the end of December, 56,000 apparel suits sat in retail inventory, 25% fewer units than at the end of December 2003. Sales reflected the inventory decrease and were down 27% in dollars this season over last. At the end of December, all apparel was 45% sold-through.
THE WINTER BOOT TREND CONTINUES DURING THE HOLIDAYS
The accessories category in specialty stores decreased 3% in dollars over the same period in 2003 with season-to-date sales of $306.7 million. Equipment accessories decreased 8% due to hefty dollar drops from snow decks/skates (down 51%) and snowshoes (down 70%).
Apparel accessories saw sales increase 2% for August through December of this season over last. Winter boots continue to perform well with sales up 18% reaching season-to-date sales of $11.4 million. However, dollar declines in headwear (down 5% with sales at $25.3 million), gloves (down 9% with sales at $26.2 million) and mitts (down 1% with sales at $10.3 million) helped keep category growth down.
