McLean, VA - Overall ski and snowboard equipment, apparel and accessory sales from August to November were about even with those from August to November 2008, but equipment sales slowed significantly. Conservative buying trends the previous year, however, left many retailers selling through their inventories earlier in the season this year.


Snowboard equipment sales declined 7% in units and 8% in dollars, and alpine ski equipment sales declined 5% in units but increased 1% in dollars during the period, year over year. Specialty shop sales were down 8% in units and 6% in dollars, as consumers enjoyed warmer than average temperatures and all of the gear and apparel they purchased in the pre-season.

Although sales were down overall, consumers used the Internet to research and buy more products. Sales online were up 19% in units and 21% in dollars. In fact, online equipment sales accounted for 20% of all equipment sales through November.

Despite flat market performance, inventories for most product categories were significantly lower compared to levels measured in November 2008. Overall, inventories were 5% lower in units and 3% lower in dollars compared to the same time last season. In fact, inventory levels increased in just two categories of snow sports products compared to last season; randonée/alpine touring equipment inventory units were up 15% and cross country ski equipment inventory units were 5% higher.

In other equipment categories, alpine ski equipment inventories were down 8%, snowboard equipment down 4%, alpine apparel down 3%, snowboard apparel down 8% and apparel accessories down 6%.

If sales picked up in December, as anecdotal information indicates, low inventories at retail could limit consumer choice in the mid- and late-season. Items like rocker snowboards, mega fat skis, shell and insulated parkas and helmets may become hard to find in January and continue to be scarce for the remainder of the season.

"With inventory levels this low, it gives retailers an opportunity to really rethink what they will buy to stay relevant to their customers," says David Ingemie, President of the trade group SnowSports Industries America (SIA).

Traditionally, snow sports sales through November account for just 14% of all dollars sold during the snow sports season. Season-to-date sales for November represent about 20% of total season sales and the snow sports market is on track to exceed last season's total sales of $2.8 billion. Early indications for December are positive in the snow sports market and December typically accounts for more than 30% of the season's sales.

The market data presented in this story comes from the SIA Retail Audit conducted by the Leisure Trends Group. Each season, Leisure Trends gathers snow sports market data between August 1 and March 31 from a representative panel of more than 1,200 snow sports retailers who provide sales data directly to Leisure Trends from their point of sale systems. The panel and the method for extrapolating the results out to the entire industry is based on a triennial census of snow sports retailers designed to accurately define the size and structure of the snow sports retail marketplace.