Snow sports market slows but reaches $3 Billion in February

Press Release:

MCLEAN, Va. (April 5, 2011) - The snow sports market surpassed the $3 billion mark for the 2010/2011 season but sales slowed significantly in February.

Season to date, snow sports sales are up 13% in dollars sold and up 8% in units sold. Total sales last season never reached the $3 billion dollar mark, in fact, by the end of March 2010 all snow sports sales reached just $2.94 billion.

However, comparing February 2011 to February 2011, units sold were down 2% and dollar sales were down 1.5%. Despite slowing sales, margins showed continued strength, up 8% compared to February 2010 and total sales for the 2010/2011 season sales (August to March) should surpass the $3.1 billion record set in the 2007/2008 season.

Equipment sales fell off significantly in February as scarcity made it difficult for late season consumers to find preferred products. All equipment inventory units were down 17% season to date. Overall, equipment sales were down 20% February 2010 to February 2011 but remained up 16% in dollars sold and up 5% in units sold across the entire season.

Alpine equipment sales slowed in February, down 2% in dollars sold and down 9% in units sold, compared to February 2010.

Snowboard equipment sales were up 6% in dollars sold season to date, but down 25% when comparing February 2010 to February 2011.

The only equipment category that showed a gain when comparing February 2011 to February 2010 is AT/Randonee equipment, that was up 95% in units and 101% in dollars sold. Despite a slow February, all equipment sales remain very healthy across the 2010/2011 season.

“I wanted to buy some new skis this February for a trip I’m taking to Colorado in March but I guess I waited too long because I can’t find the skis I’m looking for anywhere,” Dr. L. Higdon, Yorktown, VA – SIA Consumer Panel Member.

Apparel sales were slightly stronger in February 2011 compared to February 2010 as La Niña conditions persisted and the northerly storm track continued to bring snow to North America’s mountain regions. All apparel sales increased 1% in units and 2% in dollars sold compared to February 2011. Season to date, apparel sales are up 11% in dollars and up 7% in units sold.

Accessories sales are following a pattern similar to apparel with strong season to date sales and flat sales in February. Apparel sales were up 13% in dollars sold season to date but up only 2% in dollars when comparing the month of February 2011 with February 2010.

Overall, the snow sports market is enjoying excellent sales this season and despite a slow February, is on track to set a new sales record this season.

See Page 2 for 2010/2011 sales trends