WASHINGTON (January 28, 2015) — SnowSports Industries America (SIA), the snow sports industry’s member-owned trade association and The NPD Group – Sports and Leisure Trends™ have released NPD DecisionKey® numbers for August through November 2014. Total market projections are based on data colle
cted from the Point of Sale systems of more than 1,200 snow sports retailers.
The snow sports market reached $1.46B in total sales through November 30, up 8 percent in $ sold and up 7 percent in units sold. Outerwear sales were up 15 percent to $622M, all equipment and equipment accessories sales were down 3 percent to $391M, and selected apparel accessories sales including total headwear, handwear and base layer sales increased 19 percent to $155M through November 30. Sales began to pick up in late November and early indications point to strong December sales.
SIA Director of Research Kelly Davis said, “Equipment sales were up in specialty and chain stores, but much lower through online channels where a lack of inventory contributed to decreased sales volume. Equipment sales online decreased more than 20 percent to $84M through November 30.”
Sales by Channel
- Specialty Shops sales reached $629M +8 percent in dollars sold and up 3 percent in units sold
- Chain store sales reached $432M +16 percent in dollars sold and up 12 percent in units sold
- Online sales reached $396 +2 percent in dollars sold and up 3 percent in units sold
Specialty shops sales were up 8 percent through November to $629M including a 2 percent increase to $278M in equipment sales, and a 15 percent increase to $208M in outerwear sales.
Chain store sales were up 16 percent to $432M through November. Outwear sales increases 14 percent to $194M, Equipment reached $29M on a renewed effort by chains to sell more equipment. Snowboard equipment sales were particularly strong in chain stores with a 10 percent increase in dollars sold to $9M through November.
Regional performance in snow sports specialty retail Aug-Nov 2014
- West: $178M, -7 percent in $ sold – hangover from last year’s drought conditions
- Northeast: $212M – +14 percent in $ sold – early snow and cold and improved economic conditions (lower gas prices = more disposable income)
- Midwest: $150M, +24 percent in $ sold – early snow and cold and improved economic conditions (lower gas prices = more disposable income)
Sales of women’s specific products is up 12 percent in dollars sold to $461M (32 percent of total sales) through November this season. In addition, women make 80 percent of all household spend decisions and influence 95 percent of all spending decisions in households.
Other women’s specific results:
- Women’s outerwear sales +18 percent in $ sold through November
- Women’s baselayer +15 percent in $ sold through November
- Women’s gloves and mitten sales +17 percent in $ sold through November
- Women’s headwear sales +23 percent in $ sold through November
- Women’s AT Equipment sales +40 percent in $ sold through November
- Women’s Cross Country equipment sales +23 percent in $ sold through November
Sales began to pick up in late November and early anecdotal information points to strong retail results in snow sports during December. Seasonal trends will become much clearer when data on the holiday shopping season becomes available.
“Weather becomes a much stronger variable as the season goes on and so far, weather conditions have been a mixed bag with less than ideal conditions for snow sports in the Pacific Northwest, signs of continuing drought in California, average to above average conditions in the Rocky Mountains and extremes in the Northeast and Mid-Atlantic,” said Davis. “The week of January 25 included a historic blizzard across the Eastern seaboard that is likely to boost snow sports sales.”
For more information about snow sports research and market intelligence products including retail, wholesale, consumer, participation and special reports, please contact Kelly Davis, SIA’s Director of Research at KDavis@snowsports.org or visit snowsports.org/research.
SIA releases the top line results for snow sports retail seven times each season from November to May covering results of retail sales made between August 1 and March 31 each season. 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 NPD Group’s proprietary user interface, the DecisionKey® data portal.
The NPD Group’s Decision Key® 2014/2015 season release schedule:
- December 7, 2014: August – October
- January 13, 2015: August – November
- February 9, 2015: August – December
- March 5, 2015: August – January
- April 5, 2015: August – February
May 6, 2015: August – March
– SIA –
Celebrating its 60th anniversary in 2014, SnowSports Industries America (SIA) is a non-profit member-owned trade association with a long history of working to support the snow sports industry. SIA, based in th
e Washington, DC Metro-Area with offices in CO, OR and RI, works year-round with North American snow sports suppliers, retailers, resorts, reps and service providers to develop products and programs for their individual and collective business needs. With member support and industry participation, SIA annually hosts the industry’s largest core winter sports trade show, the SIA Snow Show, along with the On-Snow Demo/Ski-Ride Fest and the Sourcing Snow supplier show. SIA also helps retailers and resorts connect with snow sports participants around the country through Snowlink.com. Learn more at Snowsports.org