McLean, VA – SnowSports Industries America (SIA), the ski and snowboard industry’s member-owned trade association, and The NPD Group – Sports and Leisure Trends have released sales numbers for August through October 2014 that project that the snow sports retail market reached $699 million in equipment, apparel and accessories sales through the period.
Total market projections are based on data collected from the point of sale systems of more than 1,200 snow sports retailers. Compared with sales August to October last season, the market is down 1% in dollars sold. Outerwear sales were up 2% to $295 million, all equipment and equipment accessories sales were down 8% to $213 million, and selected apparel accessories sales including headwear, handwear and base layer sales increased 4% to $61 million through October 31st.
Sales in the early season typically reflect the amount of close-out inventory held by retailers over the summer months and the level of anticipation for winter activities among core participants. The 2014-15 season is trending on the low side for sales of close-out inventory and normal among core snow sports consumers anticipating winter.
Specialty brick-and-mortar shop sales were up 4% through October to $299 million including a 10% increase in outerwear dollar sales, flat sales in equipment, and apparel accessories sales including handwear, headwear and baselayer increasing 9% to $19 million.
Chain store sales were up 8% to $221 million through October. Equipment reached $28 million on a renewed effort by chains to sell more gear. Snowboard equipment sales were particularly strong in chain stores with a 19% increase in dollars sold to $4.6 million through October. Outerwear sales increased 7% to $100 million and apparel accessories including handwear, headwear and baselayer increased 8% to $30 million through October 31st.
Early season sales typically, are not indicative of total season sales results, SIA officials caution. Shopping activity increases in November and peaks in December during the snow sports season. Seasonal trends will become much clearer when data on the holiday shopping season becomes available. Data for November sales will be available in early January and December sales data will be released by NPD and SIA in early February this season.