McLEAN, Va. (June 5, 2002) - Chain store sales of winter sports products were down 7.7 percent for the season ending on March 31, 2002, compared to last season, according to the SnowSports Industries America (SIA) Retail Audit. In dollars, that translates to $506.6 million in sales compared to $548.7 million in 2001. The unit sales were also behind last year, down by 10.9 percent.

Jim Spring of Leisure Trends Group, which prepares the annual Retail Audit for SIA, said, "It was a problem year for the snowboard industry in chain stores. Teenagers are the pipeline for the snowboard market and they buy at chain stores. Teens are brand conscious, more so than adults. There has been a tendency for chains to avoid branded products and buy closeouts and off brands on the premise that teens are also price sensitive. However, this may be the wrong hypothesis. In some walks of life brands mean more than price. Teens didn't buy in chain stores. So, where are they buying? The specialty stores increases are not nearly substantial enough to indicate that teens are buying there. It looks like they simply did not buy this year."

The SIA Retail Audit tracks and reports sales in all snow sports product categories. This is the final report for chain stores that examines sales through March 31, 2002, the end of the winter season. SIA is the not-for-profit industry trade group that represents manufacturers and distributors of snow sports products. Specialty store information will be released separately.

Total Equipment Sales Down

All equipment (alpine, snowboard and Nordic) for chain stores was down 18.8 percent to $123.8 million from $152.4 million in 2001. Alpine ski equipment was down 16.7 percent to $65.6 million, compared to $78.8 million last season. Nordic equipment was a bright spot at chain stores, increasing 25.5 percent to $10.2 million compared to 2001, when sales were $8.1 million. Snowboard equipment was down 26.8 percent to $48.0 million from $65.5 million last season.

Both apparel and accessories saw losses at chain stores through the end of the season, down 0.6 percent and 6.7 percent, respectively. Sales for apparel were $211.3 million while accessories were $171.4 million. Last season, sales for apparel were $212.6 million and accessories were $183.7 million.

Nordic Sees Gains Even with Lack of Snow

Alpine ski sales fell 14.3 percent to $27.3 million. However, ski units sales dropped only 3.3 percent, due in part to price cuts designed to move merchandise. Mid-fat (up 22.6 percent), fat (up 47.5 percent) and carry-over (up 71.1 percent) were all ahead of 2001 sales. Twin-tip (down 47.0 percent), carve skis (down 65.8 percent), ski boards (down 49.8 percent) and junior skis (down 31.6 percent) all had poor sales in chain stores. Old skis (carry-over or special buys) sold the most (96,000 pairs) with an average retail of $94. However, all skis sold for $153 average retail. Ski systems didn't sell as briskly in chain stores as compared to specialty shops with approximately 2,700 pairs sold.

Alpine boots fell 24.7 percent. Carry-over boots saved the category, up 18.4 percent. This was also the case with bindings which fell 15.4 percent. However, carry-over bindings were flying off the shelves, up 73.3 percent in sales. Poles were down 10.4 percent to $3.4 million. Nordic continued to stay surprisingly strong even with a lack of snow. Nordic skis climbed 20.1 percent to $3.9 million followed by bindings (up 21.6 percent to $1.5 million), boots (up 36.1 percent to $3.9 million) and poles (up 14.7 percent to $850,589).

There was a considerable slowdown in snowboard equipment sales this year at the chains. Snowboard sales were down 31.4 percent in dollars to $21.3 million. All categories of boards were down. The average retail price also dropped from $231 in 2001 to $160 this season. Snowboard boots and bindings followed suit (down 24.5 percent and 19.8 percent in sales, respectively). Both carry-over boots and bindings help saved the categories with gains of 58.2 percent and 14.5 percent, respectively. Snowdecks/skates continued to be hot, with almost 13,000 units sold, selling for an average of $50.

Kids Bought Snowboard Apparel

Apparel tops were down 7.3 percent in dollars to $122.8 million. Shells were strong, up 17.1 percent in sales, which is opposite of what happened in specialty stores. Men's (up 2.8 percent), women's (up 63.7 percent) and junior (up 69.4 percent) all saw gains in sales. Vests and fleece are up - vests (up 10.0 percent in dollars,) fleece tops (up 16.3 percent in dollars) and sweaters (up 5.3 percent in dollars). Lack of closeouts is what suppressed the alpine top advances. Carry-over was down 61% in units. Suits took a hit, down 29.6 percent in dollars to $3.6 million. Bottoms did well in chain stores, up 9.8 percent to $44.9 million. All types of alpine bottoms registered gains. Snowboard apparel was up 17.0 percent to $40.1 million. Both snowboard tops (up 3.0 percent) and bottoms (up 27.8 percent) saw gains in sales.

Accessories Saw Some Positive Gains

Equipment accessories were just slightly down by 0.7 percent to $67.7 million. However, a few categories made gains - auto racks (up 20.2 percent from new car sales) and helmets (up 13.7 percent, on sale). The new snowdecks/skates are helping this category stay consistent.

Apparel accessories were down 10.2 percent to $103.7 million. A few categories hung in there and saw positive gains in sales including winter boots (up 24.6 percent), gloves (up 12.3 percent), mitts (up 7.4 percent), turtlenecks (up 2.3 percent) and headwear (up 5.8 percent).

For other statistics on winter sports, go to the News & Research section of www.snowlink.com. SIA provides valuable information on sales, participation and demographics for all winter sports and press releases on new products in 22 product categories.

***SIA***

SnowSports Industries America (SIA) is the national, not-for-profit, member-owned trade association that represents snow and winter sports outdoor companies. SIA produces the SIA SnowSports Show, the largest trade show and gathering place for the snow sports industry. Proceeds from the SnowSports Show fund market development programs for all snow sport disciplines. SIA also annually produces more than a dozen industry research studies. For more information, check out www.snowlink.com. SnowSports Industries America, 8377-B Greensboro Drive, McLean, VA 22102-3587. Phone: (703) 556-9020, Fax: (703) 821-8276, Email: siamail@snowsports.org.

— Posted by Ari Cheren, MountainZone.com Staff