January 29, 2014 – Today, SnowSports Industries America (SIA) and Leisure Trends, an NPD Group Company have released SIA RetailTRAK™ numbers for August through December 2013, total market projections are based on data collected from the Point of Sale systems of more than 1,200 snow sports retailers.

The snow sports retail market had a record holiday selling season, but severe drought in the Sierra and Cascade mountain ranges tempered the celebration. Sales reached a new record $2.2 billion season to date (August to December), $193 million more than was spent at retail through December last season and $26.5 million more than the previous record for sales through December set during the epic 2010/2011 season.

This is a welcome turn-around for much of the country but despite the new record, December sales were negatively impacted by severe drought in the Sierra range where the snowpack is more than 80% below normal and in the Cascades where conditions in the high country were healthier than in lower elevations, but overall the snowpack is 50% below average. By contrast, the Midwest, Northeast and Mid-Atlantic weather conditions were excellent for the snow sports market and record cold as far south as the Florida panhandle drove apparel and accessories sales to record levels.

Overall Snow Sports Market Sales through All Channels August through December 31, 2013

– Equipment Sales: $541million, up 6% in dollars sold and up 5% in units sold
– Apparel Sales: $985 million, up 7% in dollars sold and up 2% in units sold
– Accessories Sales: $734 million, up 15% in dollars sold up 10% in units sold

So far, snow sports sales for 2013/2014 are very healthy but drought conditions in the Pacific West, particularly California, are a concern this season. Beyond snow sports concerns, conditions in California could severely impact the state’s economy. Record cold temperatures in the Midwest, Northeast, Mid-Atlantic and even the in the Deep South will drive apparel accessories sales higher.

Snow and cold temperatures explain about 3⁄4 of the variance in snow sports sales season to season. The job market, gas prices and other variables do little to explain overall trends in the snow sports market.

Overall, the snow sports market has more than 19 million participants in skiing, snowboarding, cross country skiing, snow shoeing, telemark and alpine touring. This season, we project that consumers will spend more than $3.5M this season on equipment, apparel and accessories in the snow sports market.

Full release here.