Snow Sports Retail Sales Inch Up - Ski Area Management

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07 April 2010

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SAM Magazine-McLean, Va., Apr. 7, 2010-Snow Sports market sales reached $2.7 billion in February, a 3 percent gain in dollars sold compared with August through February last season, according to the SIA Retail Audit conducted by the Leisure Trends Group. Warmer weather in states north of the Mason-Dixon Line, less snow in the Rockies and wetter and colder weather in the south and Mid-Atlantic have contributed to shifting sales patterns this season.

Weather patterns hampered sales in the Rockies and in the warmer-than-average Northwest, a trend we expect will continue to show up for the rest of the year. Conversely, the record snow in the south and Mid-Atlantic fueled growth there.

Key sales trends:

Â Rocker, or reverse camber, is not just for snowboards anymore. Rockered ski sales more than doubled, to 6,967 pairs sold, through January 2009-10. Rocker snowboard sales have doubled to 43,772.

Â Overall snowboard sales declined 7 percent in units and 4 percent in dollars.

Â AT/Randonee ski sales are up nearly 50 percent in units and dollars.

Â Helmet sales totaled a record of more than 1.1 million units.

By channel, snow sports specialty sales totalled $1.6 billion-down 3 percent in units and up 3 percent in dollars. Retail prices for snow sports gear have increased about 11 percent overall in specialty shops, driving better margins and ensuring better cash flow for specialty retailers throughout the season.

Internet unit sales are flat for the year at $546 million, but up 9 percent in dollars. Average prices for equipment, apparel and accessories are close to those at brick and mortar specialty stores, and far higher than at chain stores.

Chain store sales reached $523 million, down 5 percent in units and down 1 percent in dollars. Many chains are carrying less equipment this season, and sales are off commensurately, down 19 percent in units sold and 14 percent in dollars. Nordic equipment unit sales are off by a whopping 30 percent, and snowboard unit sales are down 20 percent.