Snow Sports Market Reports Record Sales

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Publish Date

05/03/2011

SAM Magazine--May 3, 2011--According to a release from SIA, the snow sports market brought in a record $3.3 billion over the full 2010/11 season (previous highest sales record was $3 billion, set in 2007/08). Overall, snow sports sales were up 8% in units sold, and 12% in dollars sold. Leaner inventories kept prices strong throughout the season, equipment inventories finished the season 19% leaner and equipment prices were 10% higher than they were at the close of last season. In fact, retail margins finished the season up 10% for equipment, up 10% for accessories, and up 4% for apparel goods sold.

Trends included:

Alpine skis (flat skis sold without bindings) in the 80mm-110mm waist width category were up 74% in dollars sold on more than 74,000 units compared to 47,000 units sold last season.

Women's ski sales increased 20% in units sold and 26% in dollars sold this season. 149,000 out of a total of 419,000 alpine skis sold were women's models this season.

AT/Randonee equipment sales finished the season up 90% overall in dollars sold, and up 87% in units sold. Most notably, AT/Randonee boots sales finished up 126% in units and up 124% in dollars sold.

Reverse/Mixed camber ski sales finished the season up 134% in units sold and 129% in dollars sold. Approximately 54,000 pairs of reverse camber/mixed camber skis were sold this season.

Reverse camber snowboard sales were up 42% in units sold and 46% in dollars sold. 45% of all current season model boards sold this season have reverse camber.

Americans fought the cold with insulated parkas this season and sales reflected cold and snowy La NiƱa conditions. Insulated parka sales finished the season up 24% in units sold and up 24% in dollars sold to $394 million in total sales.

Helmet sales were very strong this season with 1.2 million sold, up 3% in units sold and up 12% in dollars sold.

And, snowshoe sales are up 21% in units and up 20% in dollars sold through February this season.

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