SIA releases three-month survey of snow sports sales
US-based Snowsports Industries America (SIA) and Leisure Trends Group have released a recent survey from August to October 2011 in sales surrounding the snow sports industry. The survey suggests that retail sales started off strong, and hardgood equipment is leading.
Several trends for the 2011-12 are also mentioned the report, including the popularity of the reverse and mixed camber ski/snowboard sales, and popularity of backcountry gear such as beacons and shovels, up by almost 20%. All three sales channels (online, chain stores, specialty retailers) showed success in preseason sales, but specialty shops remain dominant in the snow sports market.
The official summary from SIA on the report states that overall, snow sports retail receipts are up 14% in dollars sold and 7% in units sold. Total snow sports pre-season sales increased from $565 million through October 2010 to $644 million through October 2011.
“We entered this season with inventories full of 2011/2012 gear after last season’s epic conditions that kept participants on the slopes and in the shops well into spring. Consumers began this season with uninterrupted enthusiasm for the coming La Niña repeat and it is definitely showing up in equipment sales,” said Kelly Davis, SIA’s Director of Research.
