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Snowboard apparel tops up 15% in dollars sold
Mar '11
SnowSports Industries America (SIA) reports that snow sports market breaks another sales record in January. The snow sports market broke another sales record this January with more than $500 million in sales on the heels of more than $1 billion in sales in December. The market hit $2.6 billion for the season at the end of January; 16% higher in dollars sold and 10% more units sold compared to the same time last season. Excellent snow conditions persisted through January and consumer confidence continued its upward trend, virtually assuring record sales for the 2010/2011 season.

Apparel sales also are strong this season as La Niña conditions that brought prolific snow kept skiers and riders (and all who want to look like they spend time on the slopes) chilled. All apparel sales are up 12% compared to last season in dollars sold. Accessories sales increased more than 16% led by very strong surges in goggles, helmets, backcountry accessories, and gloves.

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

Snowboard apparel tops up 15% in dollars sold.

Insulated parka sales surged 23% in units sold and 25% in dollars sold through January as La Niña conditions pounded most of the U.S. with cold temperatures and snowfall.

Regionally, heavy snow and colder than average temperatures continued to drive consumers to buy in the Western region where sales were up 31% in equipment dollars sold, 17% in apparel, and 19% in accessories sales.

The Northeast also enjoyed sales increases including 19% more in equipment dollars, 22% more in apparel, and 22% in accessories dollars sold. In the South, snow sports participants are buying equipment to enjoy the snow falling in other regions; equipment sales are up an incredible 28% while apparel sales increased a modest 8% in dollars sold and accessories sales are up 10% in a region that was far colder and wetter last season.

The Midwestern region most closely matched sales in the South with 19% more dollars sold in the equipment category, just 5% more apparel dollars sold, and a respectable 14% increase in accessories sales.

The market data presented in this report comes from the RetailTRAK Executive Market Summary (EMS) conducted by the Leisure Trends Group. The RetailTRAK data is gathered directly from the Point of Sale systems of about 1/3 of the snow sports retailers in the U.S. market.

Leisure Trends Group - LTG is the leading provider of consumer research, retail market intelligence (retail sales tracking) and integrated CRM/Direct Marketing services for the sports, recreation, hospitality, travel and entertainment industries.

SnowSports Industries America (SIA) is the national not-for-profit, North American member-owned, trade association representing suppliers of consumer snow sports products with constituents in the retailer, rep and resort communities.

SnowSports Industries America (SIA)

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