SAM Magazine-Boulder, Colo., Mar. 8, 2011-Snow sport sales increased 13 percent in units and 16 percent in dollars for a total of $516 million at retail this January, the strongest in at least 10 years, according to the Leisure Trends Group. Snow sport retailers comfortably outpaced general retail, which was up 8.3 percent over January 2010, according to the U.S. Census Bureau, as well as other specialty sports, including outdoor.

Season-to-date, snow sport sales totaled $2.6 billion, 16 percent greater than last season at this time, 15 percent greater than 2008-09 and 10 percent larger than 2007-08, when the recession first made itself felt.

January strong sales occurred in a month which, despite several large winter storms across the country, actually ranked ninth-driest on record. However, colder than average temperatures across the country kept consumer demand high for insulated jackets, fleece jackets and cold-weather accessories such as gloves, hats, base layers and socks.

Sales at snowsport retail are expected to maintain an upward trajectory in 2011. While weather will play a role, the passion of snow sports participants will continue to fuel spending. "These consumers are more likely to make room in their budget to support the things that they love to do," says LTG retail analyst Elisabeth Stahura, "even if it means cutting back in other areas. The fact that snow sport retailers outperformed general retail is evidence of this."

More evidence: A recent poll of Leisure Trends Group's Most Active Americans consumer panel found that 51 percent of the respondents plan to spend the same amount this year on sports, recreation and fitness products and services as in 2010, while a full 30 percent plan to spend "more" or "much more." Only 17 percent plan to spend "less" or "much less" in 2011.

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