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The SportsOneSource Group
Outdoor Product Sales Flat Again in October
Anniversary Effect of Superstorm Sandy Holds Hardgoods Growth in Check
Boulder, Colo., Nov. 14, 2013 – Fiscal October again brought flat growth for outdoor products, as sales rose just 0.3 percent to $825.2 million according to the latest monthly sales report from OIA VantagePoint™. Outdoor Apparel posted solid gains while Outdoor Footwear continued to struggle. In a shift from prior months, however, Outdoor Hardgoods sales were flat. This was thanks in part to Superstorm Sandy, which in October 2012 drove significant increases in Outdoor Hardgoods sales.
The full impact of the federal government shutdown on the outdoor industry remains to be seen. “While October sales numbers overall did not appear to take a hit, major retailers reported troubling declines in store traffic,” said Christie Hickman, vice president of market insights for Outdoor Industry Association. “Additionally, businesses located in national park gateway communities reported unusual losses in revenue during the two week shutdown. We expect to see ripple effects in the long-term resulting from the government shutdown.”
Outdoor Apparel sales rose 12.2 percent to $359.8 million—almost double the September growth rate—driven primarily by cold weather categories, including Outdoor Outerwear, Baselayers, and Sportswear, particularly Long-Sleeve Woven Tops, and Casual/Fitted Pants and Bottoms. By contrast, Outdoor Raingear sales declined, falling 30 percent this year in the New England and Mid-Atlantic regions versus last year’s Sandy-driven sales growth.
Outdoor Footwear sales fell once again in fiscal October, down 17.6 percent to $177.7 million. Most Outdoor Footwear categories declined for the month, with the exception of Outdoor Multi-Sport, the only primary segment to post positive growth.
Sales of Outdoor Hardgoods increased just 0.5 percent to $287.7 million, a noticeable slowdown from prior months and the year-to-date gain of 6.6 percent. Sales of Camping Gear slowed from the fiscal quarter trend as weather turned colder, and paled in comparison to the onslaught of Sandy-related purchasing of Lanterns/Lighting Products, Stoves, Coolers, Water Containers, Tents/Shelters, and Sleeping Bags. Declines were also evident in Outdoor Electronics, Paddlesports, Trailers/Racks, and Snow Sports equipment, but were offset by gains in Lifestyle/Travel and Technical Packs and Bags, Bicycles/Cycling Products, Sunglasses, and Fly Fishing equipment.
The Specialty Internet, National Accounts Internet, and Sporting Goods channels gained share of outdoor product sales. Specialty Internet accounted for 7.6 percent of the outdoor product sales tracked by SportScanInfo for OIA VantagePoint™ (up from 6.8 percent in October 2012), National Accounts Internet accounted for 15.5 percent of sales (up from 14.4 percent last October), and Sporting Goods Retailers accounted for 32.6 percent of sales (versus 30.8 percent in October 2012).
Final results for the month are published monthly in the OIA VantagePoint monthly trend report, available free of charge to Outdoor Industry Association members. For more information about becoming an OIA member, visit outdoorindustry.org/join or contact the OIA membership team at 303.444.3353.
OIA VantagePoint is the first and only “full market” weekly point-of-sale data reporting platform built specifically for the outdoor industry. OIA VantagePoint weekly and monthly trend reports provide the broadest and most timely view of outdoor product sales available. Category reports are available at no charge to Outdoor Industry Association members and provide comprehensive visibility into the outdoor marketplace by tracking weekly point-of-sale data from more than 10,000 retail doors and websites that carry outdoor products, including nearly 450 specialty locations. It is the broadest view of both brick-and-mortar and Internet sales of outdoor products available in the market. In-depth sales information is available online within four days of the prior-week close — a competitive advantage for businesses, who can shift critical resources and react quickly to ever-changing consumer preferences.
Outdoor Industry Association
Based in Boulder, CO, with offices in Washington, D.C., Outdoor Industry Association is the leading trade association for the outdoor industry and the title sponsor of Outdoor Retailer. OIA supports the growth and success of more than 4,000 manufacturers, distributors, suppliers, sales representatives and retailers of outdoor recreation apparel, footwear, equipment and services. For more information, visit outdoorindustry.org or call 303.444.3353.
The SportsOneSource Group
The SportsOneSource Group is a full service market research company delivering solutions through consumer insight research, retail insight research and retail point-of-sale trending and analysis. The company provides the most reliable, timely and comprehensive sports and outdoor industry information available in the market today. SportScanInfo, SSI Performance, and OIA VantagePoint reports are developed utilizing a proprietary SportsOneSource technology platform to compile, aggregate, and disseminate retail point-of-sale trending information quickly and accurately. The SportsOneSource Group also publishes the Sports Executive Weekly and The B.O.S.S. Report executive newsletters, along with the SGB and SGB Performance print publications and their related online, email and digital products. For more information about The SportsOneSource Group or OIA VantagePoint™, call 303.997.7302 or email OIAVantagePoint@SportsOneSource.com.