Snowsports Industries America

Snow Sports Get a Healthy Start to the 2013/2014 Season

11/7/2013

Inventories are lean and sales are up

Washington, DC (November 7, 2013) -- SnowSports Industries America (SIA), the snow sports industry’s member-owned trade association,and Leisure Trends, an NDP Group Company have released SIA RetailTRAK™ numbers for August through September 2013, total market projections are based on data collected from the Point of Sale systems of more than 1,200 snow sports retailers.

Snow sports retailers sold $305 million worth of apparel, accessories and equipment during August and September this year, up 3% compared to the same period in 2012. Retailers host tent sales and back-to-school sales during this period and typically use these pre-season sales to move carryover inventories and make room for the product they will sell at full margin this season.

Overall Snow Sports Market Sales through All Channels

  • Equipment Sales: $76 million, down 4% in dollars sold and down 4% in units sold
  • Apparel Sales: $126 million, up 5% in dollars sold and down 4% in units sold
  • Accessories Sales: $101 million, up 4% in dollars sold and down 1% in units sold

The best way to measure the effectiveness of pre-season sales is by checking inventory levels (decrease is positive) and average retail prices (up is positive). On September 30th this year, snow sports specialty inventory levels were down about 7% overall in units while average prices increased 5% compared to August and September 2012. Lower inventory levels and higher average retail prices portend higher margins for retailers moving forward this season.


Source: SIA RetailTrak™ data produced by Leisure Trends, and NPD Group Company

Specialty shops’ receipts totaled $132 million in August and September 2013, 7% less than August and September last season. Unit sales are down 7% overall in specialty shops.

Chain stores’ receipts totaled $75 million in August and September 2013, 7% more than August and September last season. Unit sales are up 4% overall in chain stores.

Online sales totaled $98.5 million up 15% in dollars sold but sales are down 5% in units sold through September.

Early 2013 2014 Trends:

  • Alpine/AT Boot (sold with removable alpine block and a walk mode for use with AT bindings) sales are up 43% in dollars and up 69% in units sold to 6,655 units through September.
  • Insulated parka sales are up 21% in dollars sold and up 24% in units sold to 247K units sold through September in all snow sports channels.
  • Sweater sales are up 9% in dollars sold and up 11% in units sold to 53K units sold.
  • Beacons (used in avalanche rescue) sales are up 106% to 1,500 units sold and up 89% in dollars sold to $431K.
  • Glove dollar sales are up 12% to $4.1 million and up 11% in units sold to 118K units.

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