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According to the SnowSports Industries America (SIA) Retail Audit Report, Snow Sports market sales reached $2.26 billion in January with a .4% gain in dollars sold compared with August through January last season. Significant declines in the West and Northeastern region sales, particularly in snowboard equipment sold, resulted in flat dollar sales overall, despite significant gains in the South. Reduction in carryover sales, coupled with more purchases of current season model equipment and apparel, kept dollar sales in the green even as the number of units sold declined 7% overall.
However, the news in January was not all bad. Customers were more likely to buy this season's models rather than closeout models as inventories of closeout equipment shrank. Specialty shops increased their margins and saw significant declines in inventory through January, resulting in improved cash flow and reduced risk of carrying extensive inventory at the end of the season, which would need to be sold off at or below cost. Weather patterns typical to El Niño drove sales in a colder and wetter southern region, but hampered sales in the Rockies and in the warmer than average Northwest. Weather will continue to drive sales as late season snow returns to the atypically dry Rockies and the results of record snow in the South and Mid-Atlantic are realized in the market.
Quick Trends
Fat Skis ˆ current season model sales increase by more than $4.5 million
Reverse Camber Snowboards ˆ 4 of the top 5 selling boards this season are rocker boards
AT/Randonee Skis ˆ unit sales up 58% to 4,842 skis
High Performance Alpine Boots ˆ up 16.5% in units and up 19% in dollars sold
Snowshoes ˆ sales up 7% in dollars with 117,887 units sold in snow sports shops
Alpine Tops ˆ up 2% in dollars sold compared to an 8% decrease in dollars sold for snowboard apparel tops
Insulated Apparel ˆ cold and wet weather results in sales increase of more than $16 million
Helmets ˆ continue to be the hottest category in the market with 897,315 sold so far this season. Retailers are making more per helmet units and unit sales are up 26% for almost $16.8 million more dollars sold through January 2010. Helmet sales are on track to hit 1 million units in 2009.10 season
Winter Boots ˆ fashion trends are driving a 22% increase in dollars sold
Sales in the South ˆ El Niño brings colder and wetter weather to the southern U.S. and cold southerners are buying plenty of gloves, hats, and parkas to get through the winter. Record snowfall in February is expected to drive very strong sales in this region in February.
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