SnowSports Industries America (SIA), the snow sports industry’s member-owned trade association,and Leisure Trends, an NPD Group Company have released SIA RetailTRAK™ numbers for August through October 2013, total market projections are based on data collected from the Point of Sale systems of more than 1,200 snow sports retailers.
Snow sports retailers sold $624M in apparel, accessories and equipment from August 1 to October 31, 2013, up 3 percent in dollars sold compared to the same period in 2012. Good snow conditions in late November and December are expected to have a positive impact on the snow sports market during the critical holiday buying season. Typically, about 35 percent of total season sales are made between Black Friday and December 31.
Total Snow Sports Market Sales through October 31, 2013
- Equipment Sales: $161 million, up 1 percent in dollars sold and flat in units sold
- Apparel Sales: $272 million, up 2 percent in dollars sold and down 5 percent in units sold
- Accessories Sales: $191 million, up 6 percent in dollars sold and down 1 percent in units sold
- Snowboard sales were up 1 percent in units sold to 100,000 boards sold through October 31, the strongest start for snowboard in three seasons. With about 7.5M snowboarders in the U.S., good snow conditions likely will bring in some new riders and lapsed riders back to slopes (at resorts and in backyards across the country).
- Alpine Touring/Randonee equipment continues to enjoy significant increases in sales, through October AT equipment sales increased 26 percent in dollars sold and 23 percent in units sold.
- Backcountry accessories sales including beacons, probes and shovels increased 46 percent in dollars sold through October.
- Cross country ski sales increased 13 percent in units sold and 7 percent in dollars sold. Cross country boot sales are 16 percent in units sold to 11,000 units. Cross country sales suffered significantly with below average snow and late snow the past two seasons. The category should recover much of the decline with good snowfall this season.
- Alpine binding sales were up 11 percent in units sold and up 15 percent in dollars sold through October. Most of the gains stemmed from sales of high performance bindings with DIN 12+.
Going Forward in 2013/2014
Snow sports sales are off to a good start for the 2013/2014 season, and promising snow conditions in the critical weeks late of November and December bode well for the market. Snow explains about ¾ of the variance in snow sports sales season to season. The job market, gas prices and other variables do little to explain overall trends in the snow sports market. Overall, the snow sports market has more than 19M participants in skiing, snowboarding, cross country skiing, snow shoeing, telemark and alpine touring. This season, we project that consumers will spend more than $3.5M this season on equipment, apparel and accessories in the snow sports market.
For more information about snow sports retail sales, market data and other SIA Research products including the Snow Sports Market Intelligence Report, SIA State of the Industry Videos, Snow Sports Participation Study and other exclusive industry 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 Leisure Trends Cross-Industry RetailTRAK™ data portal. Non-SIA members may subscribe to the topline portal for just $375 per year.
SIA RetailTRAK™ Data 2013/2014 Season Release Schedule
- November 7, 2013 August – September
- December 7, 2013 (est.) August – October
- January 5, 2014 (est.) August – November
- January 31, 2014 August – December
- March 5, 2014 (est.) August – January
- April 5, 2014 (est.) August – February
- May 6, 2014 (est.) August – March
- SIA - SnowSports Industries America (SIA) is a non-profit member-owned trade association that works year-round with North American snow sports suppliers, retailers, reports, reps and service providers to develop products and programs that support 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.