SAM Magazine-McLean, Va., Mar. 9, 2010-Snow Sports market sales reached $2.26 billion in January, eking out a .4 percent gain in dollars sold compared with the dismal August through January period a year ago, according to the SnowSports Industries America (SIA) Retail Audit Report released today. Fewer carryover sales, coupled with more purchases of current equipment and apparel, kept dollar sales positive even as unit sales declined 7 percent. Regionally, sales declines in the Midwest, West and Northeast, particularly in snowboard equipment, were offset by significant gains in the South.

Accessories, which rose in value by 3 percent, showed the best year-over-year results. Both equipment and apparel were off slightly compared to the previous year.

Several trends are visible despite the flat overall sales. Helments remain a hot category, with nearly 900,000 sold through January. Current model fat ski sales increased by more than $4.5 million. High-performance Alpine boot sales rose 19 percent. Rocker (reverse camber) snowboards took four of the top five spots on the best-seller list. AT/Randonee ski sales jumped 58 percent. And in a year of big snowfalls, winter boot sales are up 22 percent.

Regionally, sales rose 9.5 percent in the snow-rich South, offsetting declines of 3.8 percent in the Midwest, 2 percent in the Northeast and 1.4 percent in the West.

Internet sales rose 7 percent in dollars, though the channel experienced its first-ever unit sales decline (2 percent). Overall Internet sales are leveling off after three seasons of hyperactive growth. Equipment sales increased 10 percent in units sold and more 13 percent in dollars, as snowboard equipment sales increased 16 percent. Many of the reported sales were made by brick-and-mortar establishments that are reaching customers both online and in the shop.

An increase in current-year model sales helped specialty shops increase their margins and cut inventory through January. Specialty stores were basically flat in dollar sales while unit sales dipped 7 percent. Alpine ski equipment dollar sales rose 2 percent in dollars, led by skis with more than 80mm waist widths, high performance alpine boots, and high-end bindings. Snowboard equipment unit sales fell 10 percent as buyers moved online.

Chain store sales fell 4 percent in dollars and 9 percent in units. Chains saw declining sales in every category of equipment, apparel and accessories, led by drops of 17 percent in hardgoods units sold and 21 percent in snowboard units. All this contributed to a shrinking share for chains, which have sold fewer than 16 percent of all skis so far this season.

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