SAM Magazine-McLean, Va., Dec. 11, 2009-The snow sports retail market acheived a 12 percent increase in unit sales and a 10 percent increase in dollar sales compared to August through October 2008, according to the SIA Retail Audit. Apparel sales were up 13 percent overall to $242 million, with very strong growth in insulated parkas, apparel suits, and snowboard apparel. Helmets, snowshoes and winter boots enjoyed sales growth that was up more than 20 percent in dollars, with winter boots topping out at a 42 percent increase in dollar sales. All sales channels grew in 2009, as the sales total topped $520 million.

Sales of carryover equipment were down from record levels last season, as roughly one-quarter of all ski and snowboard equipment sold during the period was carryover.

All regions enjoyed better sales-with the significant exception of the Western region, where continuing fallout from the recession is the likely culprit, according to SIA. Midwestern apparel sales increased 26 percent in dollars as cold and wet weather dominated the fall season there. The South enjoyed strong sales and accounted for 13 percent of all snow sports dollars, despite a complete lack of snow.

Specialty store sales rose four percent, to $276 million. Alpine ski equipment sales results were flat while current-year snowboard equipment sales dropped 11 percent. Snowboard carryover sales, though, rose 19 percent. Inventories in specialty shops were about 9 percent smaller overall compared to 2008.

Internet sales amounted to $164 million, an increase of 28 percent in units and 26 percent in dollars. Equipment enjoyed 10 percent growth in dollars sold, while apparel and accessories sales grew more than 30 percent. Many of the online sales were reported by brick and mortar establishments that are reaching customers both online and in the shop.

Chain store sales hit $80 million, with increases of 12 percent in units and four percent in dollars. Chain stores now sell far less equipment than specialty or online sales channels-fewer than 10,000 of the 336,000 skis sold overall in August to October. The data indicate that chain stores discounted heavily to get customers through the doors.

The market data presented in this report comes from the SIA Retail Audit conducted by the Leisure Trends Group.

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