McLean, VA – Women are responsible for more than 80% of all consumer spending and despite the fact that more skiers and riders are male, the snow sports market is no exception.  Last season women spent a record $941 million on snow sports gear made specifically for them, according to a report announced Tuesday by SnowSports Industries America (SIA), and had a hand in most other purchasing decisions for their families. The report gives some insight into women’s ski and snowboard buying patterns.

Among the findings in the report, the best selling ski in 2010-11 was a women’s ski, the K2 Tru Luv. Alpine ski equipment represents 68% of women’s snow sports equipment purchases and they prefer to do their buying in specialty shops, where they look for expert advice. Women are also heading into the backcountry in increasing numbers, as women’s alpine touring/randonée boots saw a 214% increase in unit sales last winter.

Skiing and snowboarding nonetheless remain male-dominated sports. The typical female snowboarder remains young, between the ages of 25 and 34. Of all winter sports, snowshoeing brings in the most women participants, who make up 46% of the category.