Snow Sports market season-to-date sales reached $2.26 billion in January with a less than one percent gain in dollars sold compared with August through January last season, according to the SnowSports Industries America (SIA) Retail Audit Report. Excluding carryover sales, only accessory sales showed a gain, up 2.3%. Apparel sales fell 1.8%; equipment sales, 1.3%.

Despite significant gains in the South, declining season-to-date sales in other regions, particularly in snowboard equipment sold, resulted in flat dollar sales overall. In the South, sales rose 9.5%. In the Midwest, sales fell 3.8%; in the Northeast, 2.0%; and in the West, 1.4%.

In the Snow Sports Specialty channel, sales reached $1.33 billion, down 7% in units and up 0.3% in dollars. Alpine ski equipment sales increased 2% in dollars. Carryover unit sales of alpine equipment fell 17% for skis and 10% for boots. Snowboard equipment unit sales were down 10% and dollars sold were down 8%. Sell through in specialty shops was at 52% for equipment, 57% for apparel items, and 51% for all accessories. Retail prices have increased about 7% overall in specialty driving better margins (1.4% growth).

In the Internet channel, sales reached $478 million for the August through January period. Although this channel continues to expand in dollars sold (up 7%), unit sales are down (-2%) and overall sales are leveling off after three seasons of hyperactive growth. Equipment sales increased most with 10% growth in units sold and more 13% growth in dollars sold. Equipment sales were led by the snowboard category that realized its only sales gain in the Internet channel. Snowboard equipment sales increased 16.5% in unit sales and 15.6% in dollar sales online August through January.

Internet sales include sales through “clicks only” establishments that have no brick and mortar shop for customers to visit as well as online sales in shops with a brick-and-mortar location and a commerce enabled website for their customers.

Sporting goods chain stores, with sales of $449 million, were hardest hit through January of this season with declining sales in every category of equipment, apparel and accessories. Overall, dollar sales were down 4%. Equipment sales continued their nosedive, with a 17% decrease in units and a 9% decrease in dollars. Snowboard equipment sales were particularly hard hit, with 21% fewer units and dollars sold. Even the traditionally strong apparel sales in chains decreased in January with declines of 10% in units and 3% in dollars sold season-t- date. Sales of accessories declined 7% in units, although the chains realized a modest gain of 1.3% in accessories dollars sold through January.

The SIA Retail Audit is conducted by the Leisure Trends Group. Each season, Leisure Trends gathers snow sports market data between August 1 and March 31 from a representative panel of more than 1,200 snow sports retailers who provide sales data from their point-of-sale systems. 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. For more information about SIA's Retail Audit information contact Kelly Davis, SIA's Director of Research, at KDavis@snowsports.org.