McLean, VA – The 2010-11 ski and snowboard season is underway and U.S. equipment and equipment accessories sales increased through October while apparel and apparel accessories sales lagged, according to data released this week by the snow sports equipment industry trade group SnowSports Industries America (SIA).nThe SIA Retail Audit, conducted by the Leisure Trends Group, gathers data directly from the point of sale systems of about one third of the snow sports retailers in the U.S. market. The data is then extrapolated to reflect the U.S. market as a whole.
Overall, sales from August to October 2010 match sales for the same period last year with a 1% increase in dollars, but 5% fewer units sold. Apparel sales are down 6% in dollars and in units. SIA officials report that the slump in apparel sales may be due to continuing economic concerns, difficulty shipping goods from production facilities in China, and warmer weather through October.
November weather surpassed expectations for snow across the western U.S. and snow sports sales are highly correlated with snowfall. Alpine equipment sales are at a 10 year high so far this season, up 8% in units and 16% in dollars sold. Carryover sales are down across all categories, as retailers started the season with leaner inventories.
Snow sports specialty shops enjoyed strong equipment sales and an overall increase of 3% in dollars sold. Online sales have finally leveled off after four seasons of vast increases in sales, and chain stores sales are down 14% in units and 5% in dollars sold through October.
In other notable takeaways from the SIA data, women’s specific ski systems are up 27% through October and 86% of women’s systems sold have waist widths of 70-79mm. Women purchased 16,800 systems and 7,100 flat skis so far this season. AT/Randonee equipment sales increased 55% in dollars and 62% in units through October. Goggle sales are soaring, up 32% in dollars sold and 23% in units sold. October was significantly warmer this year and may be to blame for a 5% decrease in insulated apparel units and dollars sold. Rocker boards now make up 55% of all snowboards sold. Cross country ski boot sales increased 17% in units sold.
Specialty Stores
In specialty stores where sales are tracked in four distinct regions (Northeast, Midwest, South and West) a 21% boost in the West, the largest region as well as a 3% increase in the South contributed to a strong Specialty channel while sales fell 8% and 10% in the Northeast and Midwest respectively leading to overall sales in the channel of $284 million, down 2% in units and up 3% in dollars.
Alpine ski equipment sales soared in the pre-season at specialty stores with a 12% increase in units sold and 20% increase in dollars sold. Adult twin tip ski sales are up 37% in units and 45% in dollars sold to $1.8 million.
Snowboard equipment sales decreased 4% in units in specialty stores but higher average prices but due to a decrease in the sales of carryover equipment prices of snowboard equipment led to an increase of 2% in dollars sold. Cross country equipment sales are up 24% in units and 18% in dollars sold and AT/Randonee sales remain small at 2,600 units total, but sales are up more than 100% in units and in dollars sold.
Apparel sales suffered in specialty shops through October as warm temperatures and a sputtering economy did little to spur sales of parkas, suits and snowboard apparel; apparel unit sales and dollar sales fell 7.5% in specialty shops. Accessories sales results varied with stellar results for goggles and backcountry, but sharp decreases in sales of gloves and hats.
Internet Sales
The Internet channel finally leveled off after five seasons of notable expansion in the channel to $162 million, down 5% in units and 1% in dollars overall. Equipment enjoyed 9% growth in dollars sold, while apparel sales fell 9% in units and 6% in dollars sold. SIA officials note that a portion of the downturn in apparel sales during this period may be due to difficulty getting goods shipped from production facilities in China into U.S. retail channels. Accessories sales were up 3% in dollars largely due to strong sales of goggles, auto racks, and backcountry accessories including shovels, beacons and probes. Internet sales tracked by SIA include sales through “clicks only” establishments that have no brick and mortar shop for customers to visit as well as online sales in shops with a brick and mortar location and a commerce enabled website for their customers.
Chain Stores
Chain store sales of $76 million reflect a decrease of 14% in units and 5% in dollars. Chain store sales are down in in equipment, apparel and accessories through October this season. Chain stores sell far less equipment than specialty or online sales channels. Fewer than 7% of skis, 15% of snowboards, 3% of cross country skis sold in snow sports sales channels were sold in chain stores through October.
Apparel didn’t fare much better with a 6% decrease in units and dollars sold so far this season. Some accessories performed well in chain stores including goggles, helmets, wax and sunglasses.