The snow sports market brought in $425 million in August and September, up 3% compared to August and September 2014, according to the latest figures from SnowSports Industries America (SIA) and The NPD Group. Total market projections are based on data collected from the Point of Sale systems of more than 1,200 snow sports retailers.
Equipment sales increased 10% while outerwear sales remained relatively flat. The gear used by skiers and snowboarders when they are on snow including equipment like skis, boards and boots, baselayer, gloves, and goggles show increases in both dollars sold and units sold.
This sales pattern points to pent up demand for new gear in places like California where drought has hampered skiing and snowboarding for several seasons, says SIA. The news about El Niño conditions and how much snow normally falls in an El Niño winter seems to have convinced consumers that this will be an epic season and it’s time for new gear, especially in the West region. In fact, sales in specialty shops in the West are up more than 50% so far this season to $84 millon. Snowboard equipment sales in the West nearly doubled compared to August to September 2014, and alpine equipment sales are up 84% to $25M in the West.
Inventories in snow sports specialty shops are 10% leaner compared to September 30, 2014. Specifically, specialty retailers are carrying 30% less outerwear, 6% fewer snowboards, 13% fewer AT boots, and 8% fewer alpine skis. Starting the season leaner generally keeps margins healthy through the holiday buying season and often through January as well. If El Niño conditions do bring epic snow to California and across the country like it did in 2009/2010, consumers may have difficulty finding the gear they want to buy and scarcity may hinder sales as early as mid-December. Consumers who intend to buy may want to start looking now for the equipment they want to start this season with to avoid the ravages of scarcity in the snow sports market.
