SIA audit: Snowsports sales up 4 percent

Overall sales for both specialty and chain stores were up 4 percent in dollars to $729.9 million for the August through November period of 2006, compared to $698.6 million reported last year, according to the SnowSports Industries America Retail Audit. 

OVERALL SALES for both specialty and chain stores were up 4 percent in dollars to $729.9 million for the August through November period of 2006, compared to $698.6 million reported last year, according to the SnowSports Industries America Retail Audit.  
    Unit sales were up 1 percent. The SIA Retail Audit, conducted by Leisure Trends Group, tracks and reports sales in all snowsports product categories. This is the second report of six that look at sales through March 31, 2007, the end of the winter season.
    Sales at chain stores totaled $161.6 million for the August through November period of 2006. There has been a major change in the alpine, snowboard, cross-country and snowshoe information reported by the Leisure Trends Group. A change in methodology has resulted in the inability to compare sales at chain stores from this season to last. However, the chain data still  offers value in the ability to see overall channel volumes, month over month sales and the ability to spot strong trends in categories for the current season.
 
Chain store dollar sales
August — November 2006-07
Alpine Skis $4.7M
Ski Systems $6.5M
Alpine Skis + Ski Systems $11.2M
Alpine Boots $8.8M
Alpine Bindings $1.3M
Alpine Poles $849,000
Snowboards $11.3M
Snowboard Boots $6.6M
Snowboard Bindings $4.9M
Insulated Parkas $16.8M
Shell Parkas $9.3M
Softshell Parkas $6.2M
Snowboard Tops $4.2M
Snowboard Bottoms $2.1M
Helmets $605,000
Luggage $610,000
Winter Boots $2.4M
Base Layer $12.0M
 
Twin-tip skis are best-sellers
New for this season, the SIA Retail Audit now tracks the Internet channel of distribution. For the August through November period of 2006, snowsport Internet sales totaled a significant $126.0 million. Because this is a new tracked channel, there is no historical comparison. Of the $126.0 million in Internet sales sold so far this season, 58 percent of the dollars were from apparel, 25 percent came from accessories and 17 percent were from equipment. Adult twin-tip skis were the best-selling skis with more than 4,300 units sold for a total of $1.3 million in sales. Base layer, with $5.2 million in sales, accounted for 33 percent of all apparel accessories sold.