SnowSports Industries America (SIA) and The NPD Group – Sports and Leisure Trends have released NPD DecisionKey numbers for August through November 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 market reached $1.46B in total sales through November 30, up 8 percent in dollars and up 7 percent in units according to the latest figures from SIA and NPD Group . Outerwear sales were up 15 percent to $622M, all equipment and equipment accessories sales were down 3 percent to $391M, and selected apparel accessories sales including total headwear, handwear and base layer sales increased 19 percent to $155M through November 30.
Sales began to pick up in late November and early indications point to strong December sales, suggest the figures.
SIA Director of Research Kelly Davis said, “Equipment sales were up in specialty and chain stores, but much lower through online channels where a lack of inventory contributed to decreased sales volume. Equipment sales online decreased more than 20 percent to $84M through November 30.”
Sales by Channel
Specialty Shops sales reached $629M +8 percent in dollars sold and up 3 percent in units sold
Chain store sales reached $432M +16 percent in dollars sold and up 12 percent in units sold
Online sales reached $396 +2 percent in dollars sold and up 3 percent in units sold
Specialty shops sales were up 8 percent through November to $629M including a 2 percent increase to $278M in equipment sales, and a 15 percent increase to $208M in outerwear sales.
Chain store sales were up 16 percent to $432M through November.　Outwear sales increases 14 percent to $194M, Equipment reached $29M on a renewed effort by chains to sell more equipment. Snowboard equipment sales were particularly strong in chain stores with a 10 percent increase in dollars sold to $9M through November.
Regional performance in snow sports specialty retail Aug-Nov 2014:
West: $178M, -7 percent in $ sold – hangover from last year’s drought conditions
Northeast: $212M – +14 percent in $ sold – early snow and cold and improved economic conditions (lower gas prices = more disposable income)
Midwest: $150M, +24 percent in $ sold – early snow and cold and improved economic conditions (lower gas prices = more disposable income)
Sales of women’s specific products was up 12 percent in dollars sold to $461M (32 percent of total sales) through November this season. In addition, women make 80 percent of all household spend decisions and influence 95 percent of all spending decisions in households.
Other women’s specific results:
Women’s outerwear sales +18 percent in $ sold through November
Women’s baselayer +15 percent in $ sold through November
Women’s gloves and mitten sales +17 percent in $ sold through November
Women’s headwear sales +23 percent in $ sold through November
Women’s AT Equipment sales +40 percent in $ sold through November
Women’s Cross Country equipment sales +23 percent in $ sold through November
Sales began to pick up in late November and early anecdotal information points to strong retail results in snow sports during December. Seasonal trends will become much clearer when data on the holiday shopping season becomes available.
“Weather becomes a much stronger variable as the season goes on and so far, weather conditions have been a mixed bag with less than ideal conditions for snow sports in the Pacific Northwest, signs of continuing drought in California, average to above average conditions in the Rocky Mountains and extremes in the Northeast and Mid-Atlantic,” said Davis. “The week of January 25 included a historic blizzard across the Eastern seaboard that is likely to boost snow sports sales.”
