SIA Releases December Snow Sports Sales Numbers
Despite Lack of Snow, Sales Remained Above 4-Season Average
WASHINGTON, DC (January 26, 2012) – Earlier today, SnowSports Industries America (SIA) and The Leisure Trends Group released the most recent RetailTRAK™ numbers for December 2011, collected from the Point of Sale systems of more than 1,200 snow sports retailers.
According to the report, December’s lack of snow had significant impacts on the snow sports market as snowed failed to fall in key regions across the country.
Snow cover across the contiguous 48 states fell from 48% in December 2010 to 23% in December 2011. Although the snow sports market suffered in December, sales remained above the 4-season average and a mid-January change in the storm track may help the market recover across the entire 2011/2012 season.
SnowSports consumers obviously were affected by the lack of snow in December but demonstrated hope that winter was late to start rather than absent.
Sales through December reached $2.2 billion, 2% below last season’s record sales but above August – December Sales in the 2008/2009 and 2009/2010 seasons.
Sales between August and December were down 10% overall in units with pronounced decreases in accessories that consumers tend to buy on their way to the mountains including goggles, wax, and gloves.
Equipment and apparel sales normally purchased with the slopes and trails in mind but before the trek to the mountains begins fared better with increased sales in major categories including alpine and AT/Randonee equipment and insulated tops.
Specialty shop inventories were up 16% overall clearly showing the lag in sales. Additionally, specialty shops sell-through was down 10% overall through December as consumers waited for more snow to fall.
Trends to Watch in 2011/2012
- Reverse and mixed camber ski sales are up an astounding 75% in units sold to 87,000 pairs sold making up 23% of all alpine skis sold through December this season.
- Insulated parka sales are up 4% in units sold as non-participants head to chain stores and online to buy snow sports apparel as casual wear. Internet sales of insulated parkas are up 18% in units and 14% dollars sold through December.
- In-Season AT/Randonee boot sales are up 12% in units and dollars, and skins sales are up 10% in units sold and 12% in dollars sold.
- Rocker snowboard sales account for more than 70% of all in-season snowboard sales this season. Sales of rocker boards increased 13% in units and 11% in dollars sold through December.
Weather
Snow was a scarce commodity in December 2011. Snow sports sales suffered specifically in response to the lack of snow in December.
In fact, most variance in snow sports sales can be directly attributed to weather. In December this season, snow sports participants were very dependent on manufactured snow that has kept the market moving despite the snow drought that lasted until mid-January.
In fact, snow cover was down more than 50% from levels in December 2010. However, hope remains for better conditions this season; as of January 24, 41% of the country was snow covered, and snow is now falling in key regions across the country.
The market data presented in this report comes from the Snow Sports RetailTRAK™ produced for SIA by the Leisure Trends Group. The Leisure Trends Group gathers RetailTRAK™ data directly from the Point of Sale systems of more than 1,200 snow sports retailers.
For more information about snow sports retail sales information and other SIA Research products including the Snow Sports Participation Study, Revisiting Growing the Snow Sports Industry, the Snow Sports Uniform Purchasing Study, the Snow Sports Rental Equipment Survey and much more, please contact Kelly Davis, SIA’s Director of Research at KDavis@snowsports.org.
Topline/category retail sales data for the snow sports market is available as a member benefit to all SIA members. In addition, you gain free access to topline data for the Running, Outdoor, and Paddle Sports when you register. The topline data is accessible on a 24/7/365 basis on the Leisure Trends Cross-Industry RetailTRAK™ data portal. Non-SIA members may subscribe to the topline portal for just $375 per year. To sign up for topline data click HERE.
About SIA
SnowSports Industries America (SIA) is the national not-for-profit, North American member-owned, trade association representing suppliers and service providers of snow sports products with constituents in the retailer, rep and resort communities.
Established in 1954, SIA annually produces the SIA Snow Show, the largest snow sports industry trade show, on-snow demo and networking environment globally, while delivering invaluable data/research reports including the Snow Sports Market Intelligence Report, SnowSports RetailTRAK and Executive Market Summary.
SIA helps grow the industry with consumer initiatives and websites, snowlink.com and wintertrails.org, marketing products, services and programs helping our Members operate more efficiently, bring their products to market and increase participation in snow sports. Subaru is the official vehicle of SnowSports Industries America (SIA), the 2012 SIA Snow Show and On-Snow Demo/Ski-Ride Fest and Winter Trails.
For more information, check out snowsports.org. SnowSports Industries America, 8377-B Greensboro Drive, McLean, VA 22102-3587. Phone: 703.556.9020, Fax: 703.821.8276, Email: PR@snowsports.org.
