Snow sports retailers sold $305 million worth of apparel, accessories and equipment during August and September this year, up 3% compared to the same period in 2012, according to the latest figures from SnowSports Industries America and Leisure Trends. Retailers host tent sales and back-to-school sales during this period and typically use these pre-season sales to move carryover inventories and make room for the product they will sell at full margin this season.
The best way to measure the effectiveness of pre-season sales is by checking inventory levels (decrease is positive) and average retail prices (up is positive), says SIA. On September 30th this year, snow sports specialty inventory levels were down about 7% overall in units while average prices increased 5% compared to August and September 2012. Lower inventory levels and higher average retail prices portend higher margins for retailers moving forward this season.
Overall, apparel sales, at $126 million, were up 5% in dollars sold and down 4% in units sold during the period, while accessories sales, at $101 million, were up 4% in dollars sold and down 1% in units sold, says SIA. Equipment sales ($76 million) were down 4% in dollars sold and down 4% in units sold.
Specialty shops’ receipts totaled $132 million in August and September 2013, 7% less than August and September last season. Unit sales are down 7% overall in specialty shops. Chain stores’ receipts, meanwhile, totaled $75 million in August and September 2013, 7% more than August and September last season. Unit sales are up 4% overall in chain stores. And lastly, online sales totaled $98.5 million up 15% in dollars sold but sales are down 5% in units sold through September.
Here are some more early 2013/2014 trends noted by SIA:
- Alpine/AT Boot (sold with removable alpine block and a walk mode for use with AT bindings) sales are up 43% in dollars and up 69% in units sold to 6,655 units through September.
- Insulated parka sales are up 21% in dollars sold and up 24% in units sold to 247K units sold through September in all snow sports channels.
- Sweater sales are up 9% in dollars sold and up 11% in units sold to 53K units sold.
- Beacons (used in avalanche rescue) sales are up 106% to 1,500 units sold and up 89% in dollars sold to $431K.
- Glove dollar sales are up 12% to $4.1 million and up 11% in units sold to 118K units.
