AGENDA: Pre-registration and lodging specials for Vegas show, Aug. 17-19.
SIA: Cooling down NYC with annual Summer Snowdown media event.
Details on Industry Insight.
SnowSports Industries America (SIA) released some interesting snow sales data last week for the August through October period.
Some interesting trends include:
Sales grew in all regions except in the West.
Internet sales continue to grow at a rapid pace and now account for 31% of all snow market sales. While equipment sales were challenged in other channels, sales grew 10% in dollars online.
Sales of apparel and accessories rose 30% in dollars online as well. Overall, Internet sales grew 29% in units and 26% in dollars to $164 million.
Carryover snowboards enjoyed robust sales in the specialty channel early in the season with sales up 19%. Overall, snowboard equipment sales dropped 11% in this channel. Broadly, specialty sales grew 4% in units and 4% in dollars to $276 million.
Chain store sales grew 4% in dollars to $80 million and 12% in units. Carryover sales of apparel rose 20% during this time frame, while overall apparel sales increased 3% in this channel.
In all channels, sales increased 10% in dollar sales to $520 million and 12% in unit sales. A quarter of all ski and snowboard equipment sold during this period was left over from last season.
Overall apparel sales grew by 13% to $242 million.
Winter boots were a hot seller, rising 42% in dollars.
Current season snowboard equipment sales were soft in all channels except online. Current season snowboard equipment sales fell 16.6% at chain stores and declined 14.3% at specialty stores but grew 24.7% online.