Snowsports Industries America

Snow Sports Market Finishes the Season with $3.6B in Sales

5/7/2014

SIA Releases August - March RetailTRAK™ Data

Washington, DC (May 7, 2014) -- SnowSports Industries America (SIA), the snow sports industry’s member-owned trade association,and Leisure Trends, an NPD Group Company have released SIA RetailTRAK™ numbers for August through March 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 retail market finished the 2013/2014 season with $3.6 billion in sales, up 4 percent in units sold and up 7 percent in dollars sold compared to the 2012/2013 season.

“This season was defined by extraordinary weather patterns that included severe drought in the Sierras, polar vortex events that brought arctic cold as far south as Texas and truly excellent snow conditions in the Rocky Mountains,” said Kelly Davis, SIA director of research.

Overall, retail sales were healthy and the season ended with increases in dollars sold, units sold, sell-through, margins, and significantly cleaner inventories. This bodes well for sell-in to the 2014/2015 season and the overall health of retail establishments across the snow sports market.

Overall Snow Sports Market Sales through All Channels August 2013 through March 31, 2014

  • Equipment: $867 million - up 2% in dollars sold, up 1% in units sold
  • Apparel: $1.5 billion - up 4% in dollars sold, down 2% in units sold
  • Accessories $1.3 billion - up 14% in dollars sold, up 7% in units sold

Retail sales have a new benchmark this season at $3.6 billion driven by record sales of apparel and accessories. Equipment sales were the highest the market has seen since 2010/2011 when $913 million in snow sports hard goods were sold. Keep in mind that 2010/2011 was one of the best years for snow North America has experienced in the past decade.

Specialty shops finished the season up 7 percent in dollars compared to last season, and had the best sales season since the epic 2010/2011 season. Equipment sales were back up (to $619 million) after sliding for two seasons, but it was record sales of accessories that truly buoyed the specialty channel. In fact, accessories sales accounted for more than 3/4 of the increase in specialty shop sales this season. Snow sports specialty shops sold $736 million in accessories compared to $630 million last season. Goggles, backcountry accessories, gloves and baselayer sales hit record highs.

Chain store sales finished the season up 4 percent in dollars sold to $745 million driven by an increase of $18 million in apparel sales and a $13 million increase in accessories sales. Chain stores are selling less equipment every season and sales reflect the tactic; equipment sales in chain stores was down 4 percent to just $59 million, just 7 percent of total equipment sales in the snow sports market this season.

Online sales were up across the board with accessories gains leading the way with a 15 percent increase in dollars sold to $254 million. Online apparel sales increased 3 percent to $424 million, and equipment sales grew 8 pe


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