The NSGA Research Newsletter is highlighting information from the monthly Leisure Trends Group Topline Report, to which the company is providing free access for 2010.  The report provides retail market intelligence to the following industries: Outdoor, Run, Snowsports, Athletic Apparel, Scuba Dive, Paddle (Canoe and Kayak).  All data includes three years of continuous history, and vital measures such as: units sold, dollars spent, average retail selling price, inventory units and dollars, sell-through and retailer margin.

Outdoor Overview

With total Core Outdoor retail dollar sales up 27% to $431.9 million in February 2010, year-to-date sales rose 11.9% to  $784.1 million.  Compared to last February, all channels shared in the growth.  Specialty dollar sales were up 24%.  All Chain Sporting Goods dollar sales jumped 30% and all Internet dollar sales gained 31%. Specialty dollar sales represented 46% of market year-to-date.

Athletic Apparel Overview

With double digit growth in February 2010 pushing sales to $118.1 million, athletic apparel 2010 year-to-date sales rose 14.4% to $223.0 million.  The category covers athletic sportswear, licensed apparel, outerwear and base layer.

Running Overview

With sales of $53 million in February 2010, running specialty year-to-date sales rose 10.3% to $104.9 million.  February sales were 11% above the same month in 2009.  Footwear, with 71% of total February sales, maintained the positive trends seen in previous months' sales. All footwear gained 8% in February  with road running shoes up 6% for the period.

Dive Overview

Total dive industry retail dollar sales were down 4% compared to February 2009, bringing year-to-date sales to $84.4 million.  Compared to last February, dive merchandise (equipment, suits and arel) dropped 5%.

Paddlesports Overview

All paddlesport sales were $14.7 million year-to-date, a 13.7% decline from the same period in 2009.   Compared to last February, all Specialty dollar sales were down 17%, Chain dollar sales dropped 4% and Internet dollar sales lost 1%.

Leisure Trends Group is providing free access to its Topline Report, thanks to a generous sponsorship from SnowSports Industry (SIA).  Topline reports are delivered via LTG's new TRAKView™ interface, which features dashboards with options for analysis of retail sales data.  You may register to use TRAKView™ at https://www.leisuretrends.com/websignup.aspx.

Snow Sports market year-to-date sales reached $2.7 billion in February with a 3% gain in dollars sold compared with August through February last season, according to the SnowSports Industries America (SIA) Retail Audit Report. Increased dollars more than offset a decline in units sold to provide the growth. 

 

In snow sports specialty shops,sales grew 3% to $1.6 billion. Alpine ski equipment sales increased 5% in dollars on strong sales of fat skis (>80mm waist width), high performance alpine boots, and high-end bindings (DIN 12+). Snowboard equipment continued to decline in February with dollars sold down 6%. Retail prices for snow sports gear have increased about 11% overall in specialty shops, driving better margins (1.9% growth) and ensuring better cash flow.
 
Internet sales rose 9% to $546 million. This season, the Internet channel is not the place to go for low-end snow sports gear at rock bottom prices. Average prices for equipment, apparel and accessories are closer to even with brick and mortar specialty and far higher than chain store average prices. Overall, online sales are leveling off after three seasons of hyperactive growth as online sales continue to expand in dollars sold but unit sales are flat. 
 
In chain sporting goods stores,sales slipped 1% to $523 million. Alpine sales are off 17% in units, Nordic equipment unit sales are off by a whopping 30%, and snowboard equipment sales are down 20% in units sold in the chains this season. Even the traditionally strong apparel sales in chains have fallen this season, with declines of 6% in units and 1% in dollars. Accessories sales have declined 3% in units with customers spending about 5% more dollars on them through February this season.
 
The Retail Audit data is gathered directly from the point of sale systems of about 1/3 of the snow sports retailers in the U.S. market. Each season, Leisure Trends gathers snow sports sales data from a representative panel of more than 1,200 snow sports retailers. The panel and the method for extrapolating the results out to the entire industry is based on a triennial census of snow sports retailers designed to accurately define the size and structure of the snow sports retail marketplace. SIA maintains these data for members, down to the product level. For more information about SIA's Retail Audit information, please contact Kelly Davis, SIA's Director of Research, at KDavis@snowsports.org.