The snow sports retail market reached $699 million in snow sports equipment, apparel and accessories sales from August 1 to October 31, 2014, according to the latest figures from SIA and NPD Group. Compared with sales August to October last season, the market is down 1% in dollars sold.
Outerwear sales were up 2% to $295 million, while all equipment and equipment accessories sales were down 8% to $213 million, and selected apparel accessories sales including headwear, handwear and base layer sales increased 4% to $61 million through October 31st. Sales in the early season typically reflect the amount of close out inventory held by retailers over the summer months and the level of anticipation for winter activities among core participants, says SIA. The 2014/2015 Season is trending on the low side for sales of close out inventory and normal among core snow sports consumers anticipating winter.
Equipment sales were much lower through online channels where a lack of inventory contributed to decreased sales volume.　 Equipment sales online decreased more than 30% to $46 million. In fact, online sales were down 17% overall to $178 million through October.
Specialty shops sales were up 4% through October to $299 million including a 10% increase in outerwear dollar sales, flat sales in equipment, and apparel accessories sales including handwear, headwear and baselayer increasing 9% to $1 million.
Chain store sales were up 8% to $221 million through October. Equipment reached $28 million on a renewed effort by chains to sell more equipment. Snowboard equipment sales were particularly strong in chain stores with a 19% increase in dollars sold to $4.6 million through October. Outerwear sales increased 7% to $100 million and apparel accessories including handwear, headwear and baselayer increased 8% to $30 million through October 31.
Early season sales typically, are not indicative of total season sales results, says SIA. Shopping activity increases in November and peaks in December during the snow sports season. Seasonal trends will become much clearer when data on the holiday shopping season becomes available.
