July Outdoor Sales Static, Says Leisure Trends

Outdoor retail sales increased 0.5% over July 2012, reaching $489 million, according to Leisure Trends’ latest data. Chain store dollars declined 1%, specialty increased 1% and the online channel rose 4%. This is the first July since 2009 not to show at least 8% growth over the previous year.

Unit sales, which shrank in every channel and every major product category, decreased 2% overall.

July marked the second consecutive month of weak outdoor results. June dollars rose just 1% from one year earlier. The slowdown mirrors the national trend in which consumer-goods retailers reported declining sales, while purchases of big-ticket items, such as cars and homes, accelerated. Paradoxically, increased discretionary income among U.S. consumers may have pushed them into the more expensive product categories, but to afford those purchases they had to forego lower-priced items, says the research group.

Outdoor equipment, apparel and footwear dollars remained flat to last year, while accessories climbed just over 1%. Unit declines ranged from -1% for footwear to -7% for equipment. Average retail-selling prices rose 3% across all products.

Online sales represented 21% of the total. July Internet dollars rose at a 17% compound annual rate from 2009 to 2012. Chain stores posted 10% growth per year over that time period. Specialty shops’ July dollars climbed 6% per year through 2011 before declining 1% in July 2012.