Archive for the ‘RetailTRAK’ Category

Snow Sports Finishes Difficult Season Down

Friday, May 18th, 2012

By: SIA
May 18, 2012

Washington, DC (May 16, 2012) – Today, SnowSports Industries America (SIA) and The Leisure Trends Group released the most recent RetailTRAK™ numbers for March 2012, collected from the Point of Sale systems of more than 1,200 snow sports retailers. The snow sports market brought in $3.4B during the 2011/2012 season, $135M less than last season.

This season started strong with plenty of momentum leftover from the record-breaking 2010/2011 season and the promise of another epic winter of La Niña snow, but the repeat never materialized. In fact, the 2011/2012 season may go down as one of the worst on record. December brought sparse snow across the country and the conditions didn’t improve until the third week of January. The lack of snow put a significant dent in sales and in snow sports participation; the National Ski Areas Association (NSAA) announced that skier/riders visits were down 17% across U.S. snow sports resorts this season to 51M skiers and riders on the slopes. Resorts brought in fewer visitors and less revenue and visitors bought less equipment, apparel and accessories in the snow sports market.

Source: SIA RetailTRAK™ produced by The Leisure Trends Group, Carryover not included.

Snow sports unit sales declined 12% overall this season, including a 17% decrease in units sold through chain stores and a 14% decrease in specialty shops. However, Internet sales did rather well, and increased 10% this year driven by late season equipment and accessories sales. This may indicate that many retailers are using commerce enabled websites to move product when in-shop sales have slowed. Excluding carryover, online unit sales increased 15% through February and March this season, compared to February and March 2010/2011.

End of season inventory levels are having a significant impact on sell-in for next season. Retailers were not able to sell through the gear they purchased from suppliers this season, which drove up costs and reduced cash flow used to purchase product for the 2012/2013 season. At season’s end there were 30% more units in specialty inventories overall. In fact, snow sports specialty retailers ended this season with 41% more equipment units, 46% more apparel units and 27% more accessories units sitting in inventory than at the end of the 2010/2011 season. Suppliers are reporting significant declines in sell-in for next season as retailers struggled to move this season’s gear and manage the costs of carrying unexpected inventory that will surely result in lower margins and fewer profits until the snow begins falling in the 2012/2013 season.

Topline/category retail sales data for the snow sports market is available as a member benefit to all SIA members. In addition, you gain free access to topline data for the Running, Outdoor and Paddle Sports when you register. The topline data is accessible on a 24/7/365 basis on the Leisure Trends Cross-Industry RetailTRAK™ data portal. Non-SIA members may subscribe to the topline portal for just $375 per year. To sign up for topline data click HERE.

The market data presented in this report comes from the Snow Sports RetailTRAK™ produced for SIA by the Leisure Trends Group. The Leisure Trends Group gathers RetailTRAK™ data directly from the Point of Sale systems of more than 1,200 snow sports retailers. For more information about snow sports retail sales information and other SIA Research products including the Snow Sports Participation Study, Revisiting Growing the Snow Sports Industry, the State of the Market, Model for Success, and much more, please contact Kelly Davis, SIA’s Director of Research at KDavis@snowsports.org.

 

Posted in Retail, RetailTRAK, Skiing, Snowboarding, SnowSports Industries America | No Comments »

February 2012 RetailTRAK Numbers Recap With Emily O’Hara

Monday, April 23rd, 2012

By: Emily O’Hara
Market Research Associate
SIA
April 23, 2012

As we near the end of a difficult season, there is not much we can say to brighten your spirits. The recent release of the February 2012 RetailTRAK™ numbers confirm how badly the lack of snow has negatively influences sales at retail.

Retail sales are down 12% in units and 4% in dollars, reaching a grand total of $3.2 B by the end of February. Equipment and accessories sales struggled the most, in all regions except the Northwest, where the snow kicked in a little later than usual. In fact, retail shows in the Western region finished the month up 1% to $657M, while the rest of the regions did not have such good luck, especially the Northeast, down 11%. Rentals at retail shops were down 30%, totally close to $3M, suggesting that skier and rider visits will be noticeably down for the season.

If you’re looking for more info on the February data, check out the full press release here, and be sure to keep an eye out next month for our season end data, covering the 2011/2012 season through March 31.

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Posted in Leisure Trends, Research, RetailTRAK, SnowSports Industries America | No Comments »

SIA Market Research Associate, Emily O’Hara Breaks Down the January Numbers

Wednesday, March 7th, 2012

By: Emily O’Hara
March 7, 2012

I wish I could write that the January numbers were fantastic, sales were up across the board and the snow is back. Unfortunately, we all know that’s not the case. January followed suit of December and sales struggled amidst a month of little snow across the country. Total sales across all retail channels, August 2011 through January 2012 brought in close to $2.7 billion, down 12% in units and 4.5% in dollars sold. During seasons like this, some categories struggle more than others, accessories being one, as many of the products aren’t needed unless you’re actually on the mountain and actively participating; accessories are down 16% in units and 9% in dollars. Equipment hasn’t been hit quite as hard, but still feels the burn with a drop of 9% in units and 5% in dollars. Apparel remains the least effected category with the lack of snow, considering that participants and non-participants continue to buy throughout the winter months to maintain the snow sports “look.”

Despite the fact that the majority of sales are down as of January 31, there are some categories and trends that have done very well considering the circumstances—

Trends to watch in 2011/2012

  • 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.
  • 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.

At this point in the season, the most noticeable issue in retail shops is that inventories are inflated significantly when compared to last season, meaning that sell-through is also going to be down. With a kick of snow out West in February, we can hope that there is a light at the end of the tunnel and sales increase as more participants are driven to buy retail.

February RetailTRAK numbers will be released in early April. In the meantime revisit the Mid-Season Snow Sports Intelligence Report here.

Posted in Retail, RetailTRAK, SIA Research, SIA Snow Show, Skiing, Snowboarding | No Comments »

SIA Check In from David Ingemie and a Look Back at the State of the Industry

Monday, September 19th, 2011

And we’re off! Following a record-breaking 2010/2011 Season, it’s time to talk about what we all did right (including the weather) so we can continue to grow the snow sports market.

Every year since 1954, growing the sport and helping our industry remain strong is what SIA strives to do. From our cost saving Member Benefits, the Snow Show, to consumer initiatives like Snowlink.com, Winter Trails, Learn to Ski & Snowboard Month and World Snowboard Day, to exclusive Research and industry collaboration hosting meetings with sales reps, retailers, resorts, organizations, we remain focused. 

As a member-owned, non-profit trade association, we work to recognize the challenges facing the snow sports market. New this year, we’ve analyzed last season’s data presented in the SIA Snow Sports Market Intelligence Report and produced a State of the Industry video designed to help us all get a more complete picture of our marketplace and customer. Take a look, share it with your staff and use it as a tool to prompt conversations about strategic planning and projections to lead us to another successful season. Also find category videos for Alpine, Snowboard and Nordic featuring stats specific to each.

As we head off into winter, let’s remember the role we each play in the continued growth and development of snow sports. Strength and vitality are built on collaboration, innovation and the undeniable passion we all share. We, at SIA, look forward to working with you this season, seeing you at the Show, in the field or on the mountain. Don’t ever hesitate to get in touch with me at David.Ingemie@snowsports.org or contact any of the SIA Staff.

One final and important note, as we get back to the business of snow, please think of our friends in the snow sports industry who have been affected by the brutal weather on the east coast and New England and the fires out west.

With another La Niña winter just announced, here’s to a heck of a season!

David Ingemie
SIA President

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Posted in Cross Country Skiing, Learn to Ski and Snowboard Month, Nordic On-Snow Demo, RetailTRAK, SIA Snow Show, Skiing, Snowboarding, Snowlink.com, Snowshoe, Winter Trails | 1 Comment »

SPOILER ALERT: 2011 SIA SNOW SPORTS MARKET INTELLIGENCE REPORT

Friday, August 19th, 2011

Snow Sports Pop Quiz

  • How many Americans consider themselves skiers and/or riders?
  • How many alpine skis, with waists wider than 80MM, sold during the 2010/2011 season?
  • Is reverse camber a serious trend or just a fad?
  • What’s the average retail margin for insulated parkas in specialty shops?
  • How many alpine skiers also ride a snowboard? (Hint, it’s more than 2 million)
  • How many helmets were sold this season?
  • Who or what is La Niña?

Get all of the answers to these questions and thousands more with the 34th annual SIA Snow Sports Market Intelligence Report is almost here. The 2011 Snow Sports Market Intelligence Report provides valuable insight into retail sales, participation trends, demographics for snow sports participants, analysis of the season’s weather, and an overview of economic health of the entire snow sports industry. The 2011 Snow Sports Market Intelligence Report is available to SIA members for FREE and to non-SIA members for $425. A link to the Intelligence Report will be emailed to SIA Retail Members next week.

Sample of highlights in the report:
Snow Sports market sales reached a record $3.3 billion last season as La Niña conditions blanketed the U.S. with 29% more snow than average.

  • Apparel sales $1.2 billion
  • Equipment Sales $902 million
  • Accessories sales $1.2 billion

Hot trends in the market that are expected to continue through the 2010/11 season include:

  • Alpine skis (flat skis sold without bindings) in the 80mm-110mm waist width category were up 74% in dollars sold on more than 74,000 units compared to 47,000 units sold last season.
  • Women’s ski sales increased 20% in units sold and 26% in dollars sold this season. Out of a total 419,000 alpine skis sold this season, 149,000 were women’s models.
  • AT/Randonee equipment sales finished the season up 90% overall in dollars sold, and up 87% in units sold. Most notably, AT/Randonee boots sales finished up 126% in units and up 124% in dollars sold.
  • Reverse/Mixed camber ski sales finished the season up 134% in units and 129% in dollars. Approximately 54,000 pairs of reverse camber/mixed camber skis were sold this season.
  • Reverse camber snowboard sales were up 36% in units and 41% in dollars sold. In fact, 63% of all current season model boards sold this season have reverse camber.
  • Americans fought the cold with insulated parkas this season and sales reflected cold and snowy La Niña conditions. Insulated parka sales finished the season up 24% in units sold and up 24% in dollars sold to $394 million in total sales.

The 2011 Report covers a variety of retail channels including snow sports specialty shops, chain stores and the Internet. The easy-to-follow analysis also features stand-alone chapters for alpine, snowboard, cross country, Telemark, backcountry-Randonee/AT, equipment/apparel accessories and apparel categories.

Full reports on the market for women’s specific and junior’s specific snow sports products will also be available soon. Stay tuned.

If you have any questions or need anything else please contact Kelly Davis, SIA’s Director of Research at KDavis@snowsports.org or by phone at 703.506.4224. Snow Sports Pop Quiz

  • How many Americans consider themselves skiers and/or riders?
  • How many alpine skis, with waists wider than 80MM, sold during the 2010/2011 season?
  • Is reverse camber a serious trend or just a fad?
  • What’s the average retail margin for insulated parkas in specialty shops?
  • How many alpine skiers also ride a snowboard? (Hint, it’s more than 2 million)
  • How many helmets were sold this season?
  • Who or what is La Niña?

Get all of the answers to these questions and thousands more with the 34th annual SIA Snow Sports Market Intelligence Report is almost here. The 2011 Snow Sports Market Intelligence Report provides valuable insight into retail sales, participation trends, demographics for snow sports participants, analysis of the season’s weather, and an overview of economic health of the entire snow sports industry. The 2011 Snow Sports Market Intelligence Report is available to SIA members for FREE and to non-SIA members for $425. A link to the Intelligence Report will be emailed to SIA Retail Members next week.

Sample of highlights in the report:
Snow Sports market sales reached a record $3.3 billion last season as La Niña conditions blanketed the U.S. with 29% more snow than average.

  • Apparel sales $1.2 billion
  • Equipment Sales $902 million
  • Accessories sales $1.2 billion

Hot trends in the market that are expected to continue through the 2010/11 season include:

  • Alpine skis (flat skis sold without bindings) in the 80mm-110mm waist width category were up 74% in dollars sold on more than 74,000 units compared to 47,000 units sold last season.
  • Women’s ski sales increased 20% in units sold and 26% in dollars sold this season. Out of a total 419,000 alpine skis sold this season, 149,000 were women’s models.
  • AT/Randonee equipment sales finished the season up 90% overall in dollars sold, and up 87% in units sold. Most notably, AT/Randonee boots sales finished up 126% in units and up 124% in dollars sold.
  • Reverse/Mixed camber ski sales finished the season up 134% in units and 129% in dollars. Approximately 54,000 pairs of reverse camber/mixed camber skis were sold this season.
  • Reverse camber snowboard sales were up 36% in units and 41% in dollars sold. In fact, 63% of all current season model boards sold this season have reverse camber.
  • Americans fought the cold with insulated parkas this season and sales reflected cold and snowy La Niña conditions. Insulated parka sales finished the season up 24% in units sold and up 24% in dollars sold to $394 million in total sales.

The 2011 Report covers a variety of retail channels including snow sports specialty shops, chain stores and the Internet. The easy-to-follow analysis also features stand-alone chapters for alpine, snowboard, cross country, Telemark, backcountry-Randonee/AT, equipment/apparel accessories and apparel categories.

Full reports on the market for women’s specific and junior’s specific snow sports products will also be available soon. Stay tuned.

If you have any questions or need anything else please contact Kelly Davis, SIA’s Director of Research at KDavis@snowsports.org or by phone at 703.506.4224.

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Posted in RetailTRAK | No Comments »

PRELIMINARY SNOW SPORTS SALES DATA SHOWS 17% INCREASE IN JANUARY

Wednesday, March 2nd, 2011

Preliminary SIA RetailTRAK™ data, provided by Leisure Trends Group, points to another extremely healthy sales month in January for the snow sports retail market.  Comparing January 2011 with January 2010, sales jumped approximately 17% across all sales channels including chain stores, online retail, and specialty shops.  Season to date, sales in the snow sports market are up to $2.6B, a full 16% higher than last season at this time and well above Aug – Jan in both the 2008/2009 and 2007/2008 seasons. Snow sport retailers comfortably outpaced general retail this month, which was up 8.3% over January 2010, according to the US Census Bureau.

January 2011′s strong sales occurred in a month which, despite several large winter storms across the country, actually ranked 9 driest on record.  However, the colder than average temperatures across the country kept consumer demand for winter-related products high.  Especially strong growth came out of insulated jackets, fleece jackets and cold-weather accessories such as gloves, hats, base layer and socks.

 Sales at snowsport retail are expected to maintain an upward trajectory in 2011.  While weather certainly plays a role, it is not the only factor influencing growth in the snow sports industry.  The consumers that shop at specialty and core snow sport retail are more likely to be peer leaders, trend setters and core enthusiasts; they are passionate about what they do, and that passion encourages spending.   “These consumers are more likely to make room in their budget to support the things that they love to do,” explains LTG retail analyst Elisabeth Stahura, “even if it means cutting back in other areas.  The fact that snow sport retailers outperformed general retail is evidence of this.

 “I love to ski!  We have pre-invested in lodging and ski passes in Vail Colorado for the upcoming season… We will just spend less on food.”  - Most Active American – MAAP Panel member

 The improved retail sales numbers are also supported by consumer opinion.  A recent poll of Leisure Trends Group’s Most Active Americans™ consumer panel found that over half (51%) of the respondents plan to spend the same amount this year on sports, recreation and fitness products and services as in 2010 while a full 30% plan to spend “More” or “Much More”. Only 17% plan to spend “Less” or “Much Less” in 2011.

Posted in Leisure Trends, RetailTRAK, SnowSports Industries America | No Comments »