Wed, Jan 18, 2012 08:52 AM
SnowSports Industries America (SIA) and The Leisure Trends Group
have released 2011/2012 data covering August through November snow
sports sales. The snow sports market had plenty of traffic in
November and sales reflected the more optimistic mood of the U.S.
Snow sports consumers were not yet affected by
the lack of snow that is dampening spirits and bottom lines across
the industry in December and early January.
Sales between August and November 2011 were up 5% overall in units
and 10% overall in dollars sold, reaching $1.2 billion. Specialty
shop inventories, while leaner than ever at the end of the
2010/2011 season, are slightly more stocked than they were at the
end of November last season. Sell-through is also slightly higher,
indicating that inventories are aligned well with market demand
through November 2011.
Early trends to watch this season:
• Reverse and mixed camber ski sales have
doubled from 28,000 units sold through November last season to more
than 55,000 sold through November 2011.
• Insulated parka sales are up 18% in units sold
as non-participants head to chain stores and online to buy snow
sports apparel as casual wear. Internet sales of insulated parkas
are up 33% in units and dollars sold through November.
• AT/Randonee boot sales are up 22% in units and
dollar and skins sales are up 21% in units sold and 25% in dollars
• Winter boot sales are strong again this season
with sales reaching more than $36 million through November, $6
million more than sales through November last season.
• More than 1.2 million helmets sold last season
and this season is off to a strong start with more than 300,000
units sold as of November 30, a 15% increase in units sold.
December data is currently being collected and tabulated.
The current lack of snow across the U.S. is a threat to the health
of the 2011/ 2012 season overall. If current conditions persist,
core participant buyers may choose to wait and see what new
technology may become available in the 2012/2013 models when snow
conditions are (hopefully) better.
But hope remains for better conditions this season; the National
Oceanic and Atmospheric Administration continues to call for
standard La Niña conditions for the remaining winter months:
"During January - March 2012, there is an increased chance of
above-average temperatures across the south-central and
southeastern U.S., and below-average temperatures over the western
and the northwest-central U.S. Also, above-average precipitation is
favored across most of the northern tier of states and in the Ohio
and Tennessee Valleys, and drier-than-average conditions are more
likely across the southern tier of the U.S." (Statement released by
NOAA January 5, 2012).
The market data presented in this report comes from the Snow
Sports RetailTRAK™ produced for SIA by the Leisure Trends Group.
The Leisure Trends Group gathers RetailTRAK™ data directly from the
Point of Sale systems of more than 1,200 snow sports
SnowSports Industries America (SIA) is the national
not-for-profit, North American member-owned, trade association
representing suppliers and service providers of snow sports
products with constituents in the retailer, rep and resort