SNOW: Snow Sports Get a Healthy Start to the 2013/2014 Season
November 7, 2013
Snow Sports Get a Healthy Start to the 2013/2014 Season, Inventories are lean and sales are up
Press Release from SnowSports Industries America (SIA)
Washington, DC (November 7, 2013) -- SnowSports Industries America (SIA), the snow sports industry’s member-owned trade association,and Leisure Trends, an NDP Group Company have released SIA RetailTRAK™ numbers for August through September 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 $305 million worth of apparel, accessories and equipment during August and September this year, up 3% compared to the same period in 2012. Retailers host tent sales and back-to-school sales during this period and typically use these pre-season sales to move carryover inventories and make room for the product they will sell at full margin this season.
Overall Snow Sports Market Sales through All Channels
- Equipment Sales: $76 million, down 4% in dollars sold and down 4% in units sold
- Apparel Sales: $126 million, up 5% in dollars sold and down 4% in units sold
- Accessories Sales: $101 million, up 4% in dollars sold and down 1% in units sold
The best way to measure the effectiveness of pre-season sales is by checking inventory levels (decrease is positive) and average retail prices (up is positive). On September 30th this year, snow sports specialty inventory levels were down about 7% overall in units while average prices increased 5% compared to August and September 2012. Lower inventory levels and higher average retail prices portend higher margins for retailers moving forward this season.
Source: SIA RetailTrak™ data produced by Leisure Trends, and NPD Group Company
Specialty shops’ receipts totaled $132 million in August and September 2013, 7% less than August and September last season. Unit sales are down 7% overall in specialty shops.
Chain stores’ receipts totaled $75 million in August and September 2013, 7% more than August and September last season. Unit sales are up 4% overall in chain stores.
Online sales totaled $98.5 million up 15% in dollars sold but sales are down 5% in units sold through September.
Early 2013 2014 Trends
- Alpine/AT Boot (sold with removable alpine block and a walk mode for use with AT bindings) sales are up 43% in dollars and up 69% in units sold to 6,655 units through September.
- Insulated parka sales are up 21% in dollars sold and up 24% in units sold to 247K units sold through September in all snow sports channels.
- Sweater sales are up 9% in dollars sold and up 11% in units sold to 53K units sold.
- Beacons (used in avalanche rescue) sales are up 106% to 1,500 units sold and up 89% in dollars sold to $431K.
- Glove dollar sales are up 12% to $4.1 million and up 11% in units sold to 118K units.
The market data presented in this report comes from the Snow Sports RetailTRAK™ produced for SIA by Leisure Trends, and NDP Group Company. Leisure Trends gathers RetailTRAK™ data directly from the Point of Sale systems of more than 1,200 snow sports retailers.
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.
Finally, in case you missed it, SIA has created an entertaining and informative video summary of the snow sports market, don’t miss the State of the Snow Sports Market Video.
SIA releases the topline 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
1.November 7, 2013 August – September
2.December 7, 2013 (est.) August – October
3.January 5, 2014 (est.) August – November
4.January 31, 2014 August – December
5.March 5, 2014 (est.) August – January
6.April 5, 2014 (est.) August – February
7.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.