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Tiffany Montgomery
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Snow sales in West remain weak: Internet growth booming

Photo: Mammoth Mountain
Photo: Mammoth Mountain
By Tiffany Montgomery
December 14, 2009 6:00 AM

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.

 


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