Retail Sales Rose in 2013-14 Season
SAM Magazine—Washington, D.C., May 9, 2014—In a sign of the underlying strength of the winter sports market, snowsports retail sales rose 7 percent this past season, to $3.6 billion, compared to the prior year, according to the RetailTRAK report from Leisure Trends and Snowsports Industries America (SIA).
For the season, apparel sales totaled $1.5 billion, up 4 percent, and accessories $1.3 billion, up 14 percent—both record totals. Prolonged cold temperatures in the Midwest, Northeast, Mid-Atlantic and even the Deep South helped drive apparel accessories sales higher. Equipment sales reached $867 million, up 2 percent.
Specialty shops finished the season up 7 percent in dollars compared to last season, and had their best year since 2010-11. Accessories sales accounted for more than 3/4 of the increase in specialty shop sales. Goggles, backcountry accessories, gloves, and base-layer sales hit record highs.
Chain store sales finished the season up 4 percent, driven by apparel and accessories. Chain store equipment sales continued a long-term decline, and accounted for just 7 percent of total equipment sales in 2013-14.
Online sales were up across the board. Accessories led the way with a 15 percent increase; apparel sales rose 3 percent, equipment sales 8 percent.
• Alpine Touring/Randonee equipment sales increased 8 percent. Lack of snow in the Sierras likely stalled backcountry equipment sales in California, home to many popular areas for backcountry skiing and snowboarding.â¨ Backcountry accessories sales, including beacons, probes and shovels, increased 12 percent.
• Alpine/AT boots are one of hottest categories. Sales were up 21 percent, with 91,000 units sold (a 27 percent increase). Alpine/AT boots made up 12 percent of units sold.
• Sales of women’s-specific cross country equipment increased 28 percent, double the increase in overall Nordic sales.
• Junior girls snowboarding equipment sales grew 36 percent, while overall snowboard equipment sales were flat.
• Sales of protective gear, including pads, wrist guards and general impact gear, increased 24 percent.
• Action cameras continued to be the most popular accessory, up 20 percent. Snowsports retailers sold 121,000 cameras.