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Snow InduStry data
By The Numbers: 2012/13 Snowboard Season Summary
Total Sales
The 2012/2013 season marked the second consecutive year in which snowfall began later and was lighter than average in December across the country. With consumer confidence riding on early season snow conditions and playing a critical role in holiday season sales, the significant change in weather patterns have become a signal for the snow sports market to adapt—and quickly. Despite a slow start, the pessimism that tarnished early season and holiday sales was mitigated by excellent conditions through April in many regions. And while overall snowboard participation saw a 3% dip, time spent on the snow rose to an average of 11 days, versus 8 days in 2012-13. SIA’s research department spent considerable time compiling this year’s data, gouging sales and inventories numbers to use as as a stepping stone as we leave last season behind and head into the next. The rapidly changing landscape shouldn’t jar retailers, but instead offer them a sense of comfort. Change is constant and, while weather patterns, consumer confidence, and the economic conditions are out of our hands, getting a good read on what will impact next season’s sales is the best place to start making a difference.
ALL CHANNELS
$500M $506,470,983
9.1% 7.3%
$460,139,303
$400M
$426,388,481
SPECIALTY
$300M
10.1%
$305,165,250
By Kailee Bradstreet
% CHANGE
11.5%
$274,430,922
$242,754,725
$200M $102,460,772 INTERNET $100M CHAIN
$98,844,961
$109,955,363
$117,705,080
7.3%
7%
23.4%
13.0%
$75,753,018
2010/2011
$65,928,676
2011/2012
2012/2013
While sales were down across specialty and chain retail channels, internet sales were a highlight for the second consecutive year,
$ 3.4
Billion
Total Snowsports Sales in 2012/2013 %12.5
spiking 7%. The sliver lining is that the percentage of snowboard sales has held strong this season, compared to 2011/12. Although total product sales took a hit, the bottoms category sales remained steady.
Total Snowboard
Product Sales
All data provided by:
SIA provides the most reliable, relevant, and current
ProducT/SAleS
% chAnGe From 2011/12
information possible about the snow sports market. SIA collects data directly from consumers, suppliers, retailers,
SnowboardS / $115,411,560
-11%
Snowboard TopS / $102,318,111
-9%
$ 426,388,481
and independent research firms. SIA triangulates data from multiple sources to provide members and research subscribers with a robust view of the snow sports marketplace that includes aggregate results along with the ability to drill down to granular detail. For example, Retail
Snowboard boTTomS / $73,864,421 0%
Audit subscribers can see top line data, drill down to the SKU level, and examine various measures at the product level. Intelligence Report readers get participation data,
Snowboard booTS / $72,652,797
-6%
Total Snowboard Product Sales in 2012/2013
retail sales, economic impact, retail store distribution, and detailed analysis by snow sport category. For more
Snowboard bindingS / $62,141,592 -7%
information on research, membership, or to purchase reports, visit snowsports.org or contact SIA Director of Resarch Kelly Davis at kdavis@snowsports.org.
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The Guide: 2014 SIA Snow SHow
TWBP-130054-SIADATAR2_1-014
SIM-DBLO 06:22:34-12/11/13