The day after Thanksgiving is often used to take advantage of some huge deals across America’s biggest retailers, but Elan Skis is once again calling on all skiers to bring their business to local ski shops.
In 2024, U.S. consumers spent over $10.8 billion online on Black Friday. 71% of shoppers chose e-commerce over in-person retail, and while the convenience of online shopping has its appeal, Elan believes the ski industry is strongest when skiers are shopping in real, local ski shops. Studies have shown that money spent in locally owned retailers recirculate 2-4x more in the local economy when compared to purchases from online or big-box sellers.
“Retailers remain the heart and soul of our business. There is nothing like walking into a true ski shop. It’s the last piece of authentic ski culture we have. The stories, the laughs, the warm banter with staff—these experiences are intangible and irreplaceable. They’re the heartbeat of skiing.” – Jeff Mechura, CEO and President of Elan Skis.
Local ski shops provide invaluable expertise, support regional jobs, reinvest in local communities, and keep the ski culture alive and vibrant. Elan is spending another year encouraging skiers to head into stores for gear, expert boot fitting, tech services, and anything else they may need.
“With Support Your Local Ski Shop 2.0, we’re doubling down on what matters. This Black Friday, we want skiers to take a moment and choose local. When you walk into your shop, you’re not just buying gear—you’re investing in the people and places that make the skiing experience better.” – Jeff Mechura
