December 10, 2010 (McLean, VA) – The 2010/2011 snow sports season is underway and equipment and equipment accessories sales increased through October while apparel and apparel accessories sales lagged.  Overall, sales from August to October 2010 match sales for the same period last year with a 1% increase in dollars, but 5% fewer units sold.  Apparel sales are down 6% in dollars and in units.

The slump in apparel sales may be due to continuing economic concerns, difficulty shipping goods from production facilities in China, and warmer weather through October.  Alpine equipment sales are up 8% in units and 16% in dollars sold.  Carryover sales are down across all categories, as retailers started the season with leaner inventories.

Snow sports specialty shops enjoyed strong equipment sales and an overall increase of 3% in dollars sold.  Online sales have finally leveled off after four seasons of vast increases in sales, and chain stores sales are down 14% in units and 5% in dollars sold through October.  November weather surpassed expectations for snow across the country and snow sports sales are highly correlated with snowfall.  SIA will release November data on January 5, 2011.

“Sales are going very well, with an earlier than usual start to the season, and so far we are achieving, our goals for November, which are aggressive.” – Spike Clayton, Ski Rack, VT

Quick Trends
– Women are buying ski systems – Women’s specific ski systems are up 27% through October and 86% of women’s systems sold have waist widths of 70-79mm.  -Women purchased 16,800 systems and 7,100 flat skis so far this season.
-Alpine equipment sales are at a 10 year high, so far this season, in units and dollars sold (see chart below).
–AT/Randonee equipment – Sales increased 55% in dollars and 62% in units through October
Goggles sales soaring – Sales are up 32% in dollars sold and 23% in units sold.
– Insulated apparel – October was significantly warmer this year and may be to blame for a 5% decrease in units and dollars sold.
– Reverse camber snowboards – Rocker boards now make up 55% of all snowboards sold.
– Cross country boots up – Cross country ski boot sales increased 17% in units sold.