The numbers continue to trickle in reflecting how rough this season was for the snowsports industry. Less snow = less skier visits = less snowsports retail. The one bright spot is online sales, which were up 10% this year. Did you buy any gear online this year? Snowsports Sales Down 12% This Season | $3.4 Billion Spent | Unofficial Networks

Snowsports Sales Down 12% This Season | $3.4 Billion Spent

Snowsports Sales Down 12% This Season | $3.4 Billion Spent

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Snowsports Sales Down 12% This Season | $3.4 Billion Spent

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2011/2012 Snow Sports Sales by Month in Specialty, Chain and Online Shops (Carryover Not Included)

2011/2012 Snow Sports Sales by Month in Specialty, Chain and Online Shops (Carryover Not Included). image: SIA

The numbers continue to trickle in reflecting how rough this season was for the snowsports industry.  

Less snow = less skier visits = less snowsports retail.

The one bright spot is online sales, which were up 10% this year.  Did you buy any gear online this year?

SNOWSPORTS RETAIL 2011/12:

– Down 12% overall

– $3.4 billion spent this season ($135 million less than last season)

– 17% decrease in units sold at chains stores

– 14% decrease in unites sold at specialty stores

– 10% rise in online units sold

One of the biggest concerns right now is that ski shops weren’t able to sell this season’s gear.  Which means that they have large inventories are are going to place smaller orders for next year’s gear automatically hurting next year’s industry numbers before it begins.

“End of season inventory levels are having a significant impact on sell-in for next season. Retailers were not able to sell through the gear they purchased from suppliers this season, which drove up costs and reduced cash flow used to purchase product for the 2012/2013 season. At season’s end there were 30% more units in specialty inventories overall. In fact, snow sports specialty retailers ended this season with 41% more equipment units, 46% more apparel units and 27% more accessories units sitting in inventory than at the end of the 2010/2011 season. Suppliers are reporting significant declines in sell-in for next season as retailers struggled to move this season’s gear and manage the costs of carrying unexpected inventory that will surely result in lower margins and fewer profits until the snow begins falling in the 2012/2013 season.” – SIA

skier visits down this year.

Skier visits were down 15% this year…

2011/12 SKIER VISITS:

– 51 million skier visits this year

– 15% drop in skier visits from 2011/12 (biggest drop since 1980/81 when it dropped 17.6%)

– Last winter, the USA experienced its highest ever skier visit total at 60.54 million.  This year, we had our 2nd lowest skier visit total since 1991/92 when we had 50.8 million skier visits (& were on par with 1978/79…)

– 50% of ski resorts opened latE

– 48% closed early

– Every region in the USA experienced a decrease in overall days of operation 

 

Full Snowsports Industries America press release:

Washington, DC (May 16, 2012) — Today, SnowSports Industries America (SIA) and The Leisure Trends Group released the most recent RetailTRAK™ numbers for March 2012, collected from the Point of Sale systems of more than 1,200 snow sports retailers. The snow sports market brought in $3.4B during the 2011/2012 season, $135M less than last season.

This season started strong with plenty of momentum leftover from the record-breaking 2010/2011 season and the promise of another epic winter of La Niña snow, but the repeat never materialized. In fact, the 2011/2012 season may go down as one of the worst on record. December brought sparse snow across the country and the conditions didn’t improve until the third week of January. The lack of snow put a significant dent in sales and in snow sports participation; the National Ski Areas Association (NSAA) announced that skier/riders visits were down 17% across U.S. snow sports resorts this season to 51M skiers and riders on the slopes. Resorts brought in fewer visitors and less revenue and visitors bought less equipment, apparel and accessories in the snow sports market.

Snow sports unit sales declined 12% overall this season, including a 17% decrease in units sold through chain stores and a 14% decrease in specialty shops. However, Internet sales did rather well, and increased 10% this year driven by late season equipment and accessories sales. This may indicate that many retailers are using commerce enabled websites to move product when in-shop sales have slowed. Excluding carryover, online unit sales increased 15% through February and March this season, compared to February and March 2010/2011.

End of season inventory levels are having a significant impact on sell-in for next season. Retailers were not able to sell through the gear they purchased from suppliers this season, which drove up costs and reduced cash flow used to purchase product for the 2012/2013 season. At season’s end there were 30% more units in specialty inventories overall. In fact, snow sports specialty retailers ended this season with 41% more equipment units, 46% more apparel units and 27% more accessories units sitting in inventory than at the end of the 2010/2011 season. Suppliers are reporting significant declines in sell-in for next season as retailers struggled to move this season’s gear and manage the costs of carrying unexpected inventory that will surely result in lower margins and fewer profits until the snow begins falling in the 2012/2013 season.

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