Snowsports Industries America

January 2012 RetailTRAK™ Data Released


Lack of Snow in January Impacts Snow Sports Market 

Washington, DC (March 1, 2012) -- Today, SnowSports Industries America (SIA) and The Leisure Trends Group have released the most recent RetailTRAK™ numbers for January 2012, collected from the Point of Sale systems of more than 1,200 snow sports retailers. January sales brought little relief to a market suffering from lack of snow. Overall, the snow sports market is down 12% in units sold and 4.5% in dollars sold.

Chain store sales are taking a significant hit this season particularly because they reduced the amount of equipment they offer to consumers; overall, chain store sales are down 17% in units sold and down 11% in dollars sold. 

Specialty shop sales are down 16% in units sold and 7% in dollars sold, but they brought in 59% of the $2.7B in total snow sports sales through January this season. By contrast, the online sales channel is doing quite well increasing unit sales by 10% and dollar sales by 12% through January. In fact, alpine ski equipment sales online are up 24% in units and 22% in dollars sold. 

Total sales through all snow sports retail channels Aug – Jan = $2,657,342,955, down 12% in units, down 4.5% in dollars sold.

    • Equipment Sales – down 9% in units and 5% in dollars sold
    • Apparel – down 2% in units and flat in dollars sold
    • Accessories – down 16% in units and 9% in dollars sold

Specialty shop inventories are up significantly including 35% equipment units in retail stock which doesn’t bode well for orders or for hopes of strong pricing at the end of this season and the beginning of the 2012/2013 season. Sell through is, of course, down significantly as well.

Source:  SIA RetailTRAK™ produced by The Leisure Trends Group, Aug – Jan Specialty Shop Inventories and Sell-Through

Trends to watch in 2011/2012

  • Flat skis (skis sold without bindings) with waist width > 80mm are up 22% in units sold and 19% in $ sold to $36M through January this season.
  • Adult twin tip flat skis and ski systems sales are up 25% in units sold and up 34% in dollars sold to almost $50M on 102,400 units sold August through January.
  • Reverse camber skis are flying out of retail despite a lack of fresh pow; sales are up 75% in units to 106,346 compared to 60,674 through January last season.
  • Nordic equipment sales are suffering acutely from lack of snowfall; sales are down 30% in units and 26% in dollars sold. Sales in February and March should pick up as snow falls across the Rockies, Midwest and Northeast regions.
  • Reverse camber/rocker snowboard sales continue to rise. Unit sales of rocker boards are up 9.5% in units and 7% in dollars sold. In fact, 73% of all snowboards sold through January have reverse camber.
  • Alpine tops sales are healthy this season, particularly women’s insulated parkas up 13% in units and 11% in dollars sold, and men’s shell parkas up 13% in units sold and 10% in dollars sold.
  • Accessories sales are showing the weather pattern, particularly for items normally purchased when preparing for an imminent trip to the slopes, including goggles and wax.  Goggles sales are down 24% in units sold and 16% in dollars sold and wax sales are down 26% in units sold and 18% in dollars sold.

Regional Sales Trends
Regionally, snow sports specialty shop sales are tracking with the weather with the West holding

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