By: SIA
April 8, 2013

Snow Sports Market Steady in February

Washington, DC (April 5, 2013) — SnowSports Industries America (SIA) and Leisure Trends Group have released SIA RetailTRAK™ numbers for August – February 2012/2013. Total market projections are based on data collected from the point of sale systems of more than 1,200 snow sports retailers. Through February this season, snow sports retail sales reached $3.1B, up 2 percent when compared with dollars sold from August to February last season.

Retailers struggled to make up for slow sales in December due to the late start of the season’s snowfall. Although sales in January and February are healthy compared with the past four seasons, it has not been sufficient to make up for relatively lackluster sales earlier in the season.

Source: SIA RetailTRAK™ Data Produced by Leisure Trends, includes carryover sales

Specialty shops have sold through $1.7B in snow sports equipment, apparel and accessories and continue to be the widest distribution channel in the snow sports market. Sales in specialty shops are 1 percent lower or $18M less compared to Aug – February sales last season. The second widest channel is the Internet; consumers have spent $737M online for snow sports gear this season, about $68M more than they did August–February last season. Chain store sales are about even with last season’s sales at $694M. More than half (55 percent) of the dollar sales in chain are for apparel, 36 percent are for accessories like hats and gloves, and just 8 percent were spent on equipment.

Read More

By: SIA
March 6, 2013

Snow Brought Consumers Back to Snow Sports this January

SnowSports Industries America (SIA) and Leisure Trends Group have released SIA RetailTRAK™ numbers for August–January 2012/2013, with total market projections that are based on data collected from the Point of Sale systems of more than 1,200 snow sports retailers. Momentum continued in the snow sports market in January as the snow kept falling in critical regions and skiers and riders headed back to resorts and shops. Consumers spent $550M at snow sports retail shops in January alone, 7 percent more dollars than average in January. Since the beginning of this season, consumers have spent $2.6B on snow sports apparel accessories and equipment, about 1 percent more than they had spent by January 31 last season.

Read More HERE

By: SIA
January 11, 2013

December Snow Could Halt the Slide

Washington, DC (January 9, 2012) — SnowSports Industries America (SIA) and Leisure Trends Group have released SIA RetailTRAK™ numbers for November 2012, collected from the Point of Sale systems of more than 1,200 snow sports retailers. November 2012 was another difficult month for the snow sports marketplace with double digit declines in dollars sold compared to sales in November 2011, but there is hope on the horizon as snowfall in December could provide a needed boost in the market.

The snow sports market had an uphill battle to fight in the pre-season and it showed. Season-to-date sales in all stores fell 8 percent in units sold and 7 percent in dollars sold as inertia from last season, recovery from Hurricane Sandy and “fiscal cliff” concerns put multiple dents in the market. Conditions in the snow sports market from late November to the end of the winter season typically depend upon current snow conditions.However the August to November sales pace is predicated on variables like snowfall in the previous season and consumer confidence in general. This season, all of the variables were working against the early season snow sports market.

Early season sales were dominated by carryover sales, bringing in the slimmest margins. In fact, 16 percent of alpine skis and 17 percent of snowboards sold in specialty retail shops from August to November 2012 were sold as carryover. Carryover sales refer typically to gear that sat in retail inventories over the summer months but technically, in the Leisure Trends data, the term “carryover” represents gear that was sold at or below average retail cost. Specialty inventories were swollen at the end of last season so the increase in carryover sales is an expected purge of that inventory. Unfortunately, that leaves retailers with a cash trickle rather than a flow and sets a Spartan stage for the 2013/2014 ordering season that begins to gather significant steam in November. The December Snow Sports Market RetailTRAK™ data is scheduled for release on January 30th just before the opening of the 2013 SIA Snow Show in Denver, Colorado.

The market data presented in this report comes from the Snow Sports RetailTRAK™ produced for SIA by Leisure Trends Group. 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, market data and other SIA Research products including the Snow Sports Market Intelligence Report, the SIA State of the Industry Videos, Snow Sports Participation Study and other exclusive industry reports, please contact Kelly Davis, SIA’s Director of Research at KDavis@snowsports.org or visit snowsports.org/research.

SIA releases the topline results for snow sports retail seven times each season from November to May covering results of retail sales made between August 1 and March 31 each season. Topline/category retail sales data for the snow sports market is available as a member benefit to all SIA members. In addition, members 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 Leisure Trends Cross-Industry RetailTRAK™ data portal. Non-SIA members may subscribe to the topline portal for just $375 per year.

SIA RetailTRAK™ Data 2012/2013 Season Release Schedule

1. New This Season - November 7, 2012 August – September
2. December 7, 2012 (est.) August – October
3. January 5, 2013 (est.) August – November
4. January 31, 2013 August – December
5. March 5, 2013 (est.) August – January
6. April 5, 2013 (est.) August – February
7. May 6, 2013 (est.) August – March

By: SIA
December 11, 2012

Washington, DC (December 6, 2012) — Today, SnowSports Industries America (SIA) and Leisure Trends Group have released SIA RetailTRAK™ numbers for August through October 2012, collected from the Point of Sale systems of more than 1,200 snow sports retailers.

The snow sports market declined 2%, but reached $616M in sales so far this season (August through October) despite significant disruptions in retail sales in the South and Northeast regions due to Hurricane Sandy, uncertainty in the face of the “fiscal cliff,” and lack of momentum from the snow-challenged 2011/2012 season. Over the past four seasons, retail sales from August 1 to October 31 account for approximately 15% of total season sales and tend to be indicative of momentum from the previous season; snow sports retail sales during August through October 2012 follow that pattern.

Comparing only the month of October 2012 to October 2011 (rather than the period Aug – Oct), snow sports retail sales declined 5% in units and 4% in dollars sold – about $13M less in October 2012 compared to October 2011 for all apparel, accessories and equipment retail sales. Apparel sales increased slightly (1%) reaching $161M and accessories sales including goggles, gloves, wax, hats and cameras fell 4%.  October 2012 was a very difficult month to sell equipment; snowboard equipment sales declined 19%, cross country equipment sales fell 30%, and alpine equipment sales were off $4M or 8% for the month of October.

In late October, Hurricane Sandy disrupted lives and retail sales with blizzard conditions, severe flooding and wind damage to much of the Eastern Seaboard. In the South and Northeast regions retail was literally shut down for days. Sandy had a direct impact on the residences of a third of skiers and riders in the U.S. market. In fact, snow sports specialty retailers in the Northeast suffered a $14M (26%) decline in October dollar sales and the South saw snow sports sales slip $6M (27%). Equipment dollar sales were particularly depressed in these two storm-struck regions, down 30% in the Northeast and down 44% in the South. It’s logical to conclude that few persons affected directly by this mega-storm were thinking about buying new snow sports equipment as they recovered from this wide ranging severe weather event.

Traditionally, Presidential elections have a slight positive impact on retail sales, but there are more variables associated with the current political environment, most noteworthy is the wide-spread fear of falling off of the “fiscal cliff” in January. Usually retail sales experience a short surge after an election as uncertainty about the future of social and economic issues is diminished. Unfortunately this Election Day did little to allay feelings of uncertainty as attention immediately turned to the impending “fiscal cliff” that could have severe economic impacts across the U.S. economy. Uncertainty and the resulting fear tend to depress retail sales, particularly in discretionary spending, and may impact the snow sports retail market until the “fiscal cliff” issues are resolved one way or another. If congress fails to come to an agreement on a new national budget we expect to see sharp declines in consumer confidence and consequently, in snow sports retail sales.

SIA and Leisure Trends Group are proud to announce that the previous August to October period is now broken into the previously released August – September release and this stand-alone October only data set. This is the second of seven deliveries you will receive this season. Understanding that past trends help forecast upcoming sales, Leisure Trends retrofitted into comparable time periods from the 2009/2010 season to the present report.
The market data presented in this report comes from the Snow Sports RetailTRAK™ produced for SIA by Leisure Trends Group. 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, market data and other SIA Research products including the Snow Sports Market Intelligence Report, the SIA State of the Industry Videos, Snow Sports Participation Study and other exclusive industry reports, please contact Kelly Davis, SIA’s Director of Research at KDavis@snowsports.org or visit snowsports.org/research.
SIA releases the top line results for snow sports retail seven times each season from November to May covering results of retail sales made between August 1 and March 31 each 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 Leisure Trends Cross-Industry RetailTRAK™ data portal. Non-SIA members may subscribe to the topline portal for just $375 per year.

SIA RetailTRAK™ Data 2012/2013 Season Release Schedule

1. New This Season - November 7, 2012 August – September
2. December 7, 2012 (est.) August – October
3. January 5, 2013 (est.) August – November
4. January 31, 2013 August – December
5. March 5, 2013 (est.) August – January
6. April 5, 2013 (est.) August – February
7. May 6, 2013 (est.) August – March

Despite tough economy, kid-specific snow sports market reaches $312 Million in 2012  

McLean, VA (November 28, 2012) — SnowSports Industries America (SIA) is excited to announce the release of the 2012 SIA Youth Snow Sports Market Intelligence Report. This report offers a vast array of insights on snow sports participants ages 17 and under. Kids are a highly influential demographic in the snow sports market; what they are doing and what they crave today drives innovation and the products of tomorrow. Last season was tough for retailers, but kids-specific snow sports products represented over $312 million in sales. In the 5th annual edition, SIA Research taps into the information that you need to know about this particular demographic including top product trends, participation and retail sales.

The Youth Snow Sports Market Intelligence Report is available at no cost to SIA members and $425 for non-members. Be sure to check out SIA’s other Market Intelligence reports covering both the women’s-specific market and the overall industry.

SIA provides research that covers all aspects of the snow industry, including demographics, consumer opinions and behavioral patterns, weather patterns, snow sports participation, overall market analysis, and more. Learn more. Be sure to check out the State of the Industry Research Videos that highlight the record 2011/12 winter season. If you have any questions or need research assistance please contact Kelly Davis, SIA’s Director of Research at KDavis@snowsports.org or by phone at 703-506-4224.

By: Emily O’Hara
SIA Market Research Associate

We’re wrapping up the 2011/12 season and the Intelligence Report series with the 2012 SIA Youth Snow Sports Market Intelligence Report. Kid’s-specific gear brought in $312M last year; the youth Report will give you answers to your questions about sales, participation and more regarding the generation that has everything, but is always looking for more.

2012 Youth Intelligence Report Highlights:

The most popular snow sport for kids is alpine skiing with 2.3M participants, up from the number 2 spot in 2010/2011.

• 44% of all dollars spent in snow sports on youth specific gear were spent on alpine tops
• Youth freestyle boards were up 10% in units and up 9% in dollars.
• 635,000 kids participated in cross-country skiing last season

Keep an eye on your inbox tomorrow, November 28^th for access to the 2012 SIA Youth Snow Sports Market Intelligence Report. The Report is FREE for SIA Members and $425 for non-members.

By: SIA
October 16, 2013

Washington, DC (October 16, 2012) – SnowSports Industries America (SIA) is pleased to announce the release of the 2012 Women’s Market Intelligence Report, which provides an in-depth look into women’s spending in the snow sports marketplace. Women’s spending habits are important to track as they buy for themselves and influence family member’s purchases as well. Last season was difficult for everyone and sales were noticeably affected for the entire industry. Women’s-specific sales were down 6% in units and 3% in dollars, bringing in over $973M.

SIA breaks all this down and more in the 5th annual edition of the Women’s Snow Sports Market Intelligence Report, giving companies an accurate snapshot of what/where/how women were buying in 2012.

Women can be a tough market to crack, but SIA Research has worked hard to pull together this data for companies to better understand the women’s market and adjust brand strategies accordingly. The easy to follow report, includes charts and numerical breakdowns, gives companies a competitive edge. Below are samples of findings in the 2012 Women’s Market Intelligence Report.

2012 Women’s Intelligence Report Highlights:

• Eighty-two percent of female snowboarders are under age 34
• Sixty-one percent of female cross country skiers have a Bachelor’s Degree or higher
• Women’s AT/Randonee boots saw a 16% increase last season
• Alpine ski equipment represents 71% of women’s snow sports equipment purchases
• Women can fully outfit themselves for skiing or riding for less than $2,000
• Snowshoeing brings in the most female participants, making up 43% of the category
• Women prefer to shop in specialty shops, where they spent $529M last season

The Women’s Market Intelligence is available at no cost to SIA members and $425 for non-members. The 2012 Snow Sports Market Intelligence Report, a wide-ranging report of activity in the snow sports marketplace during the 2011/2012 season, is also available. Make sure to look out for the 2012 Juniors Snow Sports Market Intelligence Report, coming soon.

SIA provides research that covers all aspects of the snow industry, including demographics, consumer opinions and behavioral patterns, weather patterns, snow sports participation, overall market analysis, and more. Learn more about SIA Research here. If you have any questions or need research assistance please contact Kelly Davis, SIA’s Director of Research at KDavis@snowsports.org or by phone at 703-506-4224.

By: SIA’s Market Research Associate,
Emily O’Hara
October 11, 2012

What skis and snowboards were most popular amongst women last season? What sport brings in the most female participants? Find answers to those questions and more in the 2012 SIA Snow Sports Women’s Market Intelligence Report out on Tuesday, October 16. The Women’s Report is designed to give you a full perspective on what is happening with the market that brought in $973M in sales last season, beyond what you can saw in the Full Market Intelligence Report, released September 2012.

Here’s a taste of what you will find:

• Women are catching onto the fat ski trend, women’s 95-100mm flat skis were up 16%.
• More women participate in snowshoe than any other snow sport.
• Women’s freestyle snowboards were popular this season, up 14%.

Keep an eye on your inbox this Tuesday for the link to download the report, which is free to members and $425 to non-members.

10/1/2012

Washington, DC (October 1, 2012) – SnowSports Industries America (SIA) is pleased to announce the release of the first annual 2012 Snow Sports Market Intelligence Report with Euro Currency Conversion. The report provides a detailed review of the 2011/2012 season, likely to be remembered as one of the most difficult on record for the snow sports industry. The Euro Currency Conversion allows for more convenient and comprehensive comparisons with the global snow sports marketplace and provides an easier to use version for suppliers who conduct business in the E.U. SIA converted all dollar amounts to Euros based on the exchange rate of €.8022 for every $1USD.

Celebrating its 35th annual update, the 2012 SIA Snow Sports Market Intelligence Report, with Euro Currency Conversion, provides valuable insight into retail sales, participation trends and demographics for snow sports participants as well as analysis of the season’s weather and an overview of the economic health of the snow sports industry. The 2012 SIA Snow Sports Market Intelligence Report is available at no cost to SIA Members and at €381 to non-members.

Sample Report Highlights:

• Reverse/mixed camber ski sales continued to grow in popularity this season; reverse/mixed camber flat skis were up 47%, while systems grew an impressive 333% in unit sales.
• Core skiers struggled with the poor conditions on the mountain this winter and it showed with a 10.2% drop in core skier participation.
• Snowboard equipment inventories are up 23% compared to 2010/2011, but 9% leaner compared to 2008/2009.
• 4.3 million Americans participated in cross country skiing during 2011/2012, down 5% from the 2010/2011 season.
• Apparel sales brought in €1B, accessories sales €1B, and equipment sales €679M.

2011/2012 Business Trends:

• Specialty shops kept prices and margins high through season’s end.
• Online retailers dropped prices and increased turns, finishing the season in the green.
• New consumer trends provide opportunities during difficult times.

Additionally, the report provides answers to questions such as:

• Where are consumers going for the lowest prices on apparel?
• What’s the average household income of an alpine skier?
• What were the bestselling models of snowboard boots last season?
• Where did snow sports inventories finish last season in comparison to this season?

The 2012 Report with Euro Conversion covers a variety of retail channels including snow sports specialty, chain and the Internet. The easy-to-follow analysis also features stand-alone chapters for alpine, snowboard, cross country, telemark, backcountry-randonee/AT, snowshoe, equipment/apparel accessories and apparel categories.

Full reports on the women’s and juniors-specific snow sports market will also be available in October. Stay tuned.

The 2012 Snow Sports Market Intelligence Report with Euro Currency Conversion is available at no cost for members. To receive a copy of the report or 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, State of the Market, Model for Success, and more, contact Kelly Davis, SIA’s Director of Research, at KDavis@snowsports.org or by phone at 703-506-4224.