Snow Sports Market Reports Record Sales
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.
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 NiÃ±a 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.