SIA's first Retail Audit shows sales up, but alpine gear off at specialty stores

SIA’s first Retail Audit shows sales up, but alpine gear off at specialty stores{mosimage}SIA — Overall sales for the entire winter sports market — including specialty and chain stores — increased by 3.9 percent in dollars to $314.5 million compared to $302.7 million in 2002 for the preseason (August through October), with unit sales ahead 6.2 percent, according to the first SnowSports Industries America (SIA) Retail Audit.

Sales at specialty ski and snowboard shops were up 7.2 percent in dollars, at $254.8 million compared to $237.7 million in 2002 and $234.1 million in 2001. Unit sales were up significantly from last season, 14 percent ahead. “Winter sports sales are shaping up well in the specialty ski and snowboard shops for the beginning of the season. With snow falling across the country, sales could hit an all-time high this season,” said Julie Lynch, director of market research for SIA, the not-for-profit industry trade group that represents manufacturers and distributors of snow sports products. The SIA Retail Audit tracks and reports sales in all snow sports product categories. This is the first report of six that looks at sales through March 31, 2004, the end of the winter season.

All equipment (alpine, snowboard, nordic and telemark) in specialty stores was up 2.5 percent, tracking at $113.6 million compared to $110.8 in 2002. Alpine equipment (including skis, boots, bindings and poles) decreased 7.9 percent to $69.9 million as compared to $75.9 million last year. Snowboard equipment (including boards, boots and bindings) was up 22 percent to $40.1 million. Sales for snowboard equipment in 2002 tracked at $32.9 million. Nordic equipment sales (including skis, boots, bindings and poles) were at $2.8 million, an increase of 63.5 percent. Telemark equipment (including skis, boots, and bindings), a new category in the retail audit, tracked at $864,551.

Apparel and accessories both saw gains in specialty stores, up 9.7 percent to $77.5 million and 13.2 percent to $63.7 million, respectively. Last season, sales for apparel were $70.6 million while accessories were $56.3 million. According to Scott Jaeger of Leisure Trends Group, which produces the SIA Retail Audit, “The growth in women’s alpine and snowboard apparel and equipment is outpacing the equivalent men’s categories. Women are going into the stores and finding new things to buy.”

Chain store sales lagging

Chain store sales were down 8.2 percent in dollars, at $59.7 million compared to $64.9 million in 2002. Unit sales tracked 8.3 percent behind last year.

All equipment (alpine, snowboard, nordic and telemark) for chain stores was down 7.0 percent to $14.5 million from $15.6 million in 2002; however, units gained 7.5 percent. Alpine equipment (including skis, boots, bindings and poles) was up just slightly (0.76 percent) to $7.9 million as compared to $7.8 million last year; however, units gained 18 percent.

Snowboard equipment (including boards, boots and bindings) was down 18.1 percent to $5.9 million in sales. Sales for snowboard equipment in 2002 tracked at $7.3 million.

Nordic equipment (including skis, boots, bindings and poles), a bright spot, was up 21.2 percent to $450,358. Telemark equipment (including skis, boots and bindings), a new category in the Retail Audit, tracked at $188,981.