Outdoor consumers are generally buying less sports equipment and reining in spending, but there are glimmers of opportunity in some apparel, accessories, and footwear categories, according to Julia Day, the executive director of business development, sports, at data and research company Circana.
Day presented her insights about the $3.3 trillion in sales data collected by Circana across multiple industries on Wednesday at Outdoor Retailer in Salt Lake City.
“People are changing their habits,” Day said at the beginning of her presentation. “We’re going to look at the ways they’re changing, what’s happening, what people are buying, how they’re going to change, and what our expectations are.”
Core outdoor business sales were $27.7 billion for the 12 months ended March, according to data collected by Circana – a 2% decrease from the previous year. Unit sales decreased by 4%, and the average selling price increased 2%.
Athletic specialty sporting goods stores reported a 2% decrease in sales. Outdoor specialty brick-and-mortar sales were flat, and outdoor specialty ecommerce decreased 8%, according to Circana. Combined, sales decreased 3%.
“Ecommerce isn’t just growing across the total market, our analysts are saying it’s poised to explode this year – outdoor is different from the total market,” Day said, pointing out that there’s a discrepancy between what’s happening in outdoor compared to other industries.
Casual product categories are driving more sales than technical gear in outdoor, Day said.
Sports and Outdoor Industry Trends
According to data collected by Circana:
By category, Circana data shows that:
- Apparel sales decreased 2% by dollars, while units sold decreased 4%.
- Footwear sales increased 1% and units declined 9%.
- Equipment sales decreased 5%, and units declined 1%.
- Accessories sales increased 1%, and units increased 1%.
- The bike business decreased 8%, which is an improvement from previous years.
The top growing categories were sweatpants, sweatshirts, running-inspired footwear, soccer- and football-inspired footwear, and road running footwear.
Declining categories were active pants apparel, active T-shirts, and basketball-inspired footwear. Insulated cups decreased 14.3% – which is notable because water bottle sales increased by nearly 13% in the 12 months ended March 2025.
Camp chairs declined by 4.8%, hard-sided coolers sales were down by more than 7%, and recreation kayaks declined 21.8%.
Top Growing Brands and Products in Outdoor
The top growing brands were New Balance, On, Hoka, Skechers, Owala, Lifepro, Carhartt, and Asics.
Portable, lightweight products are performing well, such as portable speakers (+38.8%), hydration packs (+6.3%), and soft sided coolers (+9.2%). Shoulder bags increased more than 122% and totes increased more than 48%.
“That’s primarily driven by Bogg Bag, but also you have Yeti choices, and they’re driving the sales too,” Day said. “It’s a completely new take and very expensive totes.”
In footwear sold by outdoor specialty, road running increased more than 13%, and mule/clogs increased 34%.
Declining footwear styles included trail running footwear, which fell 10%, and lite hiking styles, which dropped 4%.
General Consumer Behavior Changes
Approximately 80% of consumers plan to change their habits because of tariffs, inflation, and other factors putting pressure on their household budgets. According to data collected by Circana, in addition to cutting back on restaurant and technology spending, 60% of that segment will cut back spending on clothing, footwear and accessories.
Many also plan to trade down to lower priced items or pull forward – buy a surplus of products in advance of anticipated price increases. Promotions will continue to be appealing to consumers, Day said.
It will be important to understand what’s driving different consumer groups’ decision-making. Some are impacted by job loss, the stock market, retirement, student loans, and housing challenges.
Some of the emerging trends across all industries are:
- Experiences – close to home, adventure, nostalgic vacation spots, and classic road trips.
- Blurring of fashion, athletic, and outdoor to find comfort and ease.
- Elevated outdoor living – far, near, and in the car.
- Value – alternatives, trading up and trading down.
- Nostalgia – bringing out your inner child.
- Cooling off – looking to stay cool as we heat up.
Wellness trends range include staying hydrated (66%) to staying off social media (15%).
General Sales Trends
Beyond sports and outdoor, of the $3.3 trillion in sales tracked by Circana:
- Total sales are up 2%, and units are down 2%.
- Food and beverage is up 3%, but unit sales are flat.
- Nonedible CPG sales are up 2%, and units are down 1%.
- Fashion is down 2%.
