Sport and Specialty Sport Retailers Report Stronger Black Friday Than Overall Retail

Posted: 12/03/2009 In Category: Outdoor Non-profit/Association

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On Monday, November 30th Leisure Trends Group conducted an on-line survey among its retail panel, which represents over 2,300 retail doors, to gauge consumer buying in the Outdoor, Snow, Paddle, Running, Scuba and Cycling Industries over the Black Friday weekend. Responses were received from retailers representing 536 doors in 42 states. While trends vary from industry to industry the overall results are upbeat with 40% of retailers reporting increased sales compared to 2008, 36% indicating sales were flat and 24% reporting that sales were down. 

Asked about their feelings regarding the full holiday selling season, retailers show greater optimism. Fifty-two percent believe this holiday season will beat 2008, 33% believe sales will be at least flat and only 15% are pessimistic about 2009. 

Outdoor retailers are the most optimistic with 91% expecting that sales will be up this holiday compared to cycling and running retailers where 60% believe sales will increase and ski/snowboard retailers where most (52%) believe sales will be the same and 27% believe sales will increase.  

Sales:  Most retailers report Black Friday weekend sales that were above or equal to last year.

• 40% of retailers report increased sales
• 36% report sales as being flat or the same as last year
• 24% report declining sales

Traffic: Looking at in-store traffic within sport and sport specialty channels, most retailers' expectations were reached or exceeded on Black Friday weekend.

• 37% of retailers report better than expected traffic
• 48% report traffic was as expected
• 15% indicate traffic was lighter than expected

Outlook:  These results leave retailers optimistic regarding the remaining weeks of the holiday season.

• 52% believe this holiday season will be better than last year
• 33% believe this year will be the same as last year
• 15% feel that sales will decline from last year

Responses from Cycling, Outdoor, Running and Snow Sports retailers allow a breakdown of the results by these industries. In the case of Snow Sports, the mild weather throughout much of the country put a damper on snow sales, a normal result of warm weather.

How did sales this past Black Friday weekend compare to last year? 

How was in store traffic this past weekend?

What is your outlook for this year's holiday season compared to last year?

 About Leisure Trends Group - LTG is a provider of consumer research, real-time CRM services and retail market intelligence (retail sales tracking) to suppliers, retailers, associations, resorts and companies in the leisure, sport, recreation, hospitality, travel and entertainment industries. Leisure Trends Group is headquartered in Boulder, Colorado. For more information, contact Julia Day, 303-786-7900 x107 or visit www.leisuretrends.com.