Snow Sports Market Up in Dollars and Units Sold Through November 2014 WASHINGTON (January 28, 2015) — SnowSports Industries America (SIA), the snow sports industry’s member-owned trade association and The NPD Group – Sports and Leisure Trends™ have released NPD DecisionKey® numbers for August through November 2014. Total market projections are based on data collected from the Point of Sale systems of more than 1,200 snow sports retailers.
The snow sports market reached $1.46B in total sales through November 30, up 8 percent in $ sold and up 7 percent in units sold. Outerwear sales were up 15 percent to $622M, all equipment and equipment accessories sales were down 3 percent to $391M, and selected apparel accessories sales including total headwear, handwear and base layer sales increased 19 percent to $155M through November 30. Sales began to pick up in late November and early indications point to strong December sales.
SIA Director of Research Kelly Davis said, “Equipment sales were up in specialty and chain stores, but much lower through online channels where a lack of inventory contributed to decreased sales volume. Equipment sales online decreased more than 20 percent to $84M through November 30.” Sales by Channel Specialty Shops sales reached $629M +8 percent in dollars sold and up 3 percent in units sold Chain store sales reached $432M +16 percent in dollars sold and up 12 percent in units sold Online sales reached $396 +2 percent in dollars sold and up 3 percent in units sold Specialty shops sales were up 8 percent through November to $629M including a 2 percent increase to $278M in equipment sales, and a 15 percent increase to $208M in outerwear sales. Chain store sales were up 16 percent to $432M through November. Outwear sales increases 14 percent to $194M, Equipment reached $29M on a renewed effort by chains to sell more equipment. Snowboard equipment sales were particularly strong in chain stores with a 10 percent increase in dollars sold to $9M through November.
Regional performance in snow sports specialty retail Aug-Nov 2014 West: $178M, -7 percent in $ sold – hangover from last year’s drought conditions Northeast: $212M – +14 percent in $ sold – early snow and cold and improved economic conditions (lower gas prices = more disposable income) Midwest: $150M, +24 percent in $ sold – early snow and cold and improved economic conditions (lower gas prices = more disposable income) Sales of women’s specific products is up 12 percent in dollars sold to $461M (32 percent of total sales) through November this season. In addition, women make 80 percent of all household spend decisions and influence 95 percent of all