One of the top gifts Active Americans plan to purchase for children this holiday season is a new pair of skis. In fact, including equipment, lessons and lift tickets, snow sports-related items represent three of the top nine sports or recreation gifts Active Americans plan to purchase for kids this holiday season! These results highlight the children’s gift section of Leisure Trends Group’s recent "All I Want for the Holidays" survey.
The survey shows that Active Americans who ski and/or snowboard are strongly motivated to both share their love of snow sports with their kids and create fun family memories on the slopes.
According to Leisure Trends Group’s SIA Snowsport RetailTRAK™, last season was the biggest snow sport season ever with almost $3.3B in retail sales. Total dollars increased 8% over the 2009/2010 season but it was junior sales, up 15%, that had the real growth spurt.
In the 2010/2011 season, junior ski system and alpine boot unit sales both jumped 11%. As more and more parents choose to lease their children’s downhill equipment, last season’s rental/lease revenues at ski and snowboard shops surging 43% is a sure sign that more kids were hitting the slopes. All those junior downhillers needed to be bundled up which led to a significant 15% and 16% unit increase all in all junior apparel and apparel accessories, respectively.
Increased early season inventories and strong retail sales in October suggest that this season could very well be at least as big as last. Retailers and manufacturers should both note that as Active Americans pick up new apparel and gear for themselves this winter, Leisure Trends Group’s "All I want for the Holiday’s" survey indicates that many will properly outfit the kids as well. This holiday season will be the perfect time to remind all your customers to get the kids (including grandkids, nieces and nephews) ready for the snow!
In Their Own Words… "If there are any children (under the age of 13) on your list, what (if any) sports, recreation, or fitness product, lesson, or vacation are you planning to buy them and why?" [Open ended, no categories supplied]
Active Americans told us…
"Ski lessons and apparel. Both are now on skis, they love it."
"Ski equipment / lessons for the grandkids."
"Cross-country ski lessons - my 6-year-old loves them!"
"Ski trip out west, it’s been 5 years."
"Snow pants, gloves, boots, etc..we love playing in the snow!"
"New skis, he’s outgrown his last pair."
"Several ski trips, we have season passes and will use them."
"New winter coat - daughter needs a new coat for snowsports."
"Ski lessons so they can learn a new activity."
"Downhill skis. Currently, my 12 year old rents them."
"Cross country ski daily permits."
"Yes, ski lessons for my 7 year old niece."
Active Americans are passionate about all their activities and see the holidays as a great time to get the kids on their list outfitted and inspired for the great outdoors!
Active Americans also told us…
"Fishing tackle as my daughter has caught the fishing bug."
"A bike! Gotta teach my son how to ride. :)"
"Hiking gear, Camelbak Hats walking sticks."
"My 6 year old wants to start camping."
"Ice skating lessons for my 3 year old son."
"Fishing gear - we fish as a family."
"I'm planning on buying my daughter new hiking shoes."
"Felt F24 to be able to ride with the parents."
"SCUBA equipment and lessons for 1 of them."
"A canoe trip to BWCA to enjoy the outdoors."
"Youth rifle for deer season."
"Backpacking tent and horse riding boots."
Stay tuned for more insights from Leisure Trends Group’s "All I Want for the Holidays" survey.
A total of 3,137 respondents from Leisure Trends Group's proprietary Most Active Americans Panel™ (MAAP™) completed the mid-September 2011 survey. This survey is fielded every fall to LTG"s exclusive Most Active Americans Panel.
*Retail sales data is from Leisure Trends Group's SIA Snowsport RetailTRAK™.
About Most Active Americans Panel™(MAAP™) - Leisure Trends Group's Most Active Americans Panel (MAAP) is a proprietary research panel of active Americans. As a group these panelists are active in one of over 72 different activities, highly engaged in their activities and the brand they use to pursue them, affluent and educated. They purchase sports, fitness and recreation goods and services at twice the rate of the general population. They are the Alpha consumers that are most important to your bottom line.
About Leisure Trends Group - LTG is the leading provider of consumer research, retail market intelligence (retail sales tracking) and integrated CRM/Direct Marketing services for the sports, recreation, hospitality, travel and entertainment industries. Suppliers, retailers, associations, resorts and financial analysts rely on Leisure Trends Group for actionable consumer insights, accurate retail sales data that includes margins and inventory, and innovative targeted marketing solutions. Leisure Trends Group is headquartered in Boulder, Colorado.