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 October 2014. Total market projections are based on data collected from the Point of Sale systems of more than 1,200 snow sports retailers.
The snow sports retail market reached $699M in snow sports equipment, apparel and accessories sales from August 1 to October 31, 2014. Compared with sales August to October last season, the market is down 1% in dollars sold. Outerwear sales were up 2% to $295M, all equipment and equipment accessories sales were down 8% to $213M, and selected apparel accessories sales including headwear, handwear and base layer sales increased 4% to $61M through October 31st. Sales in the early season typically reflect the amount of close out inventory held by retailers over the summer months and the level of anticipation for winter activities among core participants. The 2014/2015 Season is trending on the low side for sales of close out inventory and normal among core snow sports consumers anticipating winter.
Source: SIA Snow Sports Data produced by The NPD Group, Sports and Leisure Trends
Equipment sales were much lower through online channels where a lack of inventory contributed to decreased sales volume. Equipment sales online decreased more than 30% to $46M. In fact, online sales were down 17% overall to $178M through October.
Specialty shops sales were up 4% through October to $299M including a 10% increase in outerwear dollar sales, flat sales in equipment, and apparel accessories sales including handwear, headwear and baselayer increasing 9% to $19M.
Chain store sales were up 8% to $221M through October. Equipment reached $28M on a renewed effort by chains to sell more equipment. Snowboard equipment sales were particularly strong in chain stores with a 19% increase in dollars sold to $4,6M through October. Outerwear sales increased 7% to $100M and apparel accessories including handwear, headwear and baselayer increased 8% to $30M through October 31st.
Early season sales typically, are not indicative of total season sales results. Shopping activity increases in November and peaks in December during the snow sports season. Seasonal trends will become much clearer when data on the holiday shopping season becomes available. Data for November sales will be available in early January and December sales data will be released by NPD and SIA in early February this season.
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 visitsnowsports.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 5, 2015: August – November
- February 5, 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 the 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