By: SIA Research
April 10, 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 February 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 February up 5 percent in units sold and up 7 percent in dollars sold to $3.3B for all equipment, apparel and accessories. Snow sports retailers brought in $218M more dollars through February this season compared to August to February 2012/2013 despite weather conditions that disrupted snow sports retail markets.
Leaner inventory levels are another key factor at work in the snow sports market this season. Equipment inventories are 21 percent lower through February and apparel inventories are 11 percent leaner.
“Scarcity is healthy for the market. Scarcity results in higher margins and diminishes the need for discounting in the middle of the season putting more money into retailers pockets and increasing open-to-buy budgets,” said Kelly Davis, SIA director of research.
Average retail prices are 1 percent higher in equipment, 6 percent higher in apparel, and 6 percent higher for accessories through February. Margins are up 3 percent in equipment, up 4 percent in apparel, and up 4 percent in accessories. This bodes well for wholesale orders for the 2014/2015 season.
Overall Snow Sports Market Sales through All Channels August through February 28, 2014
- Equipment Sales: $782M, up 3 percent in dollars sold and up 2 percent in units sold
- Apparel Sales: $1.3B, up 4 percent in dollars sold and down 1 percent in units sold
- Accessories Sales: $1.15B, up 14 percent in dollars sold and up 8 percent in units sold
Snow Sports Market by Channel August through February 28, 2014
- Specialty: Up 8 percent in units sold and up 8 percent in dollars sold to $1.8B
- Chain: Up 4 percent in units sold and up 4 percent in dollars sold to $723M
- Internet: Down 1 percent in units sold and up 8 percent in dollars sold to $794M