On February 10th, The NPD Group and SIA released retail results showing the snow sports market up 2% to $2.8 billion through December 2014. Total market projections are based on retail data collected by The NPD Group from the Point of Sale systems of more than 1,200 snow sports retailers.
Snow sports retail sales made between August 1st and December 31st 2014 were up 2% to $2.8 billion in total sales, $45 million more than the market had brought in by December 31st last season. Outerwear sales were up 4% to $1.1 billion, equipment and equipment accessories sales were down 2% to $892 million, and selected apparel accessories sales including total headwear, hand wear and base layer sales increased 7% to $354 million through December. Sales in the month of December 2014 were down 3% compared to sales in the month of December 2013. Weather patterns that include heavy snow in the Northeast and poor snow sports conditions on the Pacific coast are expected to impact the snow sports market as the season continues.
Sales by Channel August to December
- Specialty Shops sales reached $1.3 billion, up 1% in dollars sold and flat in units sold
- Chain store sales reached $808 million, up 8% in dollars sold and up 5% in units sold
- Online sales reached $636 million, down 6% in dollars sold and down 6% in units sold
Equipment sales were much lower through online channels where a lack of inventory early in the season contributed to decreased sales volume. Equipment unit sales online were 20% lower through December compared to sales through December last season.
Specialty shops sales growth was driven by increases outerwear sales (up 4% to $404 million) and in rental equipment revenue (up 15% to $90 million). Snow sports equipment sales including alpine, snowboard, cross country, AT and telemark equipment were down 2% to $380 million in specialty shops.
Chain store sales gains were driven by increases in sales of outerwear and apparel accessories including handwear, headwear and base layer (up 7% to $150 million), snowboard equipment (up 14% to $21 million), and winter footwear (up 5% to $64 million).