SAM Magazine-McLean, Va., April 13, 2009-Snow sports market sales declined 16 percent overall in February 2009 compared to February 2008, the largest year-over-year decline this season. Equipment sales were particularly hard hit in February as consumers hesitated to purchase big-ticket items like skis and snowboards. The dropoff in sales of alpine ski and snowboard equipment began in November.

"Frankly, I have been wondering when the SIA audit data would catch up to the reality of the market. The winter sports market has been difficult all season," said Tim Petrick, president, VP global sales, K2 Sports.

Apparel and accessories sales held up better. Still, apparel-the largest category-declined by 4.7 percent in the August through February period, and by 8.6 percent in specialty stores. Accessories sales were flat during the period.

Overall, the snow sports market outperformed many industries this season, with a 3.6 percent decline in dollars and flat unit sales for the August through February period.
"February was the meanest month this year, and still alpine ski units are down only 6.5 percent, alpine boots 5.6 percent, and snowboards 3 percent compared to 2007-2008," said Jim Spring, president of Leisure Trends Group, which conducts the audit. "The downward pressure on equipment prices throughout the season is less than during the snowless 2000-2001 season, when alpine equipment fell 16 percent in dollars.

"The threat of looming credit problems is troublesome, but retailers cannot sell from an empty wagon, so the industry is back to working out how to finance inventories once again. Surprisingly, sales of ski gear are holding up compared to other industries. And skiers tell us they will keep skiing but are unwilling to pay top dollar. This lesson should have been learned this past season," Spring added.

Aside from the sales decline, the past season shows that consumers are buying in new ways. Snow sports specialty shops continue to sell the lion's share of gear, as the sales mix in chain stores shifts toward apparel and sales on the Internet continue to broaden significantly even in difficult economic times. \

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