Industry News 1/8/2014

SNOW: SIA August-November RetailTRAK™ Data Shows 13/14 Season Sales Accelerated in November

SIA August-November RetailTRAK™ Data Shows 13/14 Season Sales Accelerated in November
Press Release from SIA

Washington, DC (January 7, 2014) -- SnowSports Industries America (SIA), the snow sports industry’s member-owned trade association,and Leisure Trends, an NPD Group Company, have released SIA RetailTRAK™ numbers for August through November 2013. Total market projections are based on data collected from the point of sale systems of more than 1,200 snow sports retailers.

November snow sports retail sales increased 13 percent in units sold and 14 percent in dollars compared to November 2012, reaching $1.2B season to date (August to November), $83M more than was spent the same time last season. This is a welcome turn-around early in the holiday shopping season after two seasons of sparse snow and warmer than average temperatures in November. 

In fact, the National Climate Data Center reported that average temperatures in the contiguous United States were below the 30-year average and there were nearly three times as many record cold daily highs and lows in November. In late November (measured on November 27), 36 percent of the contiguous United States had snow cover compared to 20 percent in November 2012. This led to early resort openings. In fact, many had the earliest opening dates in more than a decade. Colder temperatures, snow and an opportunity to enjoy skiing and snowboarding early combined to drive the snow sports market in a decisively positive direction.

Overall Snow Sports Market Sales through All Channels August through November 30, 2013

  • Equipment Sales: $304M, up 6 percent in dollars sold and up 4 percent in units sold
  • Apparel Sales: $530M, up 6 percent in dollars sold and flat in units sold
  • Accessories Sales: $328M, up 13 percent in dollars sold up 7 percent in units sold

Notable Trends

  • Alpine Touring/Randonee equipment continues to enjoy significant increases in sales, through November AT equipment sales increased 34 percent in dollars sold and 34 percent in units sold.
  • Women are getting prepped to hit the trails. Sales of women’s-specific cross country equipment increased 29 percent in units sold and 17 percent in dollars sold to over $1M through November.
  • More kids are getting snowboard equipment this year. Junior snowboarding equipment grew 4 percent in units sold and 1 percent in dollars sold through November.
  • Backcountry accessories sales including beacons, probes and shovels increased 29 percent in dollars sold through November. Beacons led the way with a 36 percent increase in dollars sold on more than 8,000 units through November.
  • Sales of protective gear including pads, wrist guards and general impact gear increased 30 percent in units sold and 39 percent in dollars sold through November.
  • Action cameras may be the single most popular accessory in the snow sports market right now. Sales of action cameras were up 32 percent in units sold to 44,400 cameras and up 64 percent in dollars sold to $14M through November.

Going Forward in 2013/2014

Snow sports sales are off to a good start for the 2013/2014 season, and promising snow conditions in the critical weeks late of November and December bode well for the market. Snow explains about ¾ of the variance in snow sports sales season to season. The job market, gas prices and other variables do little to explain overall trends in the snow sports market. Overall, the snow sports market has more than 19M participants in skiing, snowboarding, cross country skiing, snowshoeing, telemark and alpine touring. This season, we project that consumers will spend more than $3.5M this season on equipment, apparel and accessories in the snow sports market.

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.

SIA releases the top line 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

  • November 7, 2013 August – September
  • December 7, 2013 (est.) August – October
  • January 5, 2014 (est.) August – November
  • January 31, 2014 August – December
  • March 5, 2014 (est.) August – January
  • April 5, 2014 (est.) August – February
  • May 6, 2014 (est.) August – March

- SIA -
Celebrating its 60th anniversary in 2014, SnowSports Industries America (SIA) is a non-profit member-owned trade association with a long history of working to support the snow sports industry. SIA works year-round with North American snow sports suppliers, retailers, reports, reps and service providers to develop products and programs for 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.