Summit County Citizens Voice

Sales of backcountry related gear grew significantly, according to figures released by SnowSports Industries America.

Dry start to season hits retailers, but backcountry gear sales still going strong

By Summit Voice

SUMMIT COUNTY — A warm and dry early winter hurt sales of winter sports gear, but not as badly as some retailers might have expected, according to figures released by SnowSports Industries America.

Most variance in snow sports sales can be directly attributed to weather, according to SIA, which pointed out in a press release that snow cover across the country was down more than 50 percent from December 2010.

Sales through December reached $2.2 billion, about 2 percent below last season’s record sale, but that total still surpassed the numbers from the the previous two seasons.

Unit sales between August and December were down about 10 percent from last season, with the biggest drop showing up in accessories that consumers tend to buy on their way to the slopes, including goggles, wax, and gloves.

Other equipment sales didn’t take as big a hit, with increased sales in alpine and AT/Randonee equipment, as well as insulated tops.

Specialty shop inventories were up 16 percent overall clearly showing the lag in sales. Additionally, specialty shops sell-through was down 10 percent overall through December as consumers waited for more snow to fall.

Trends to Watch in 2011/2012

• Reverse and mixed camber ski sales are up 75 percent in units sold to 87,000 pairs sold, making up 23 percent of all alpine skis sold through December this season.
• Insulated parka sales are up 4 percent in units sold as non-participants head to chain stores and online to buy snow sports apparel as casual wear. Internet sales of insulated parkas are up 18 percent in units and 14 percent in dollars sold through December.
• In-Season AT/Randonee boot sales are up 12 percent in units and dollars, and skins sales are up 10 percent in units sold and 12 percent in dollars sold.
• Rocker snowboard sales account for more than 70 percent of all in-season snowboard sales this season. Sales of rocker boards increased 13 percent in units and 11 percent in dollars sold through December.

Despite below average snowfall in December and January, the recent shift in weather patterns has generated optimism among attendees at the 2012 SIA Snow Show in Denver.

“Christmas was actually good for us, similar to last year. People from out of town came out regardless of the snow, but now that it’s been snowing we’re seeing a lot more locals shopping,” said Alyssa Vance, of Ski Broker Ski & Board in Fraser, Colorado.

The day started by remembering a recent loss to the snow sports community. Tim Petrick, SIA’s Board Chair, asked for a moment of silence in honor of Canadian freeskier Sarah Burke, who tragically died on January 20.

Petrick went on to welcome local Denver officials to the stage to participate in the Show’s Opening Ceremony and bell ringing. Denver Mayor Michael Hancock joined Colorado tourism and snow sports representatives on stage to ring cowbells and officially kick off the 2012 Snow Show.

“We are thrilled to host the SIA Snow Show and welcome its 20,000 attendees to the Mile High City,” Hancock said. “This convention provides our region with a significant economic boost, and it also gives us the opportunity to showcase all of the great outdoor activities in Denver and throughout Colorado.”

Two new areas were unveiled on the Show floor including the BlueBird Social Zone and the Backcountry Experience. The BlueBird Social Zone gave bloggers and social media addicts a place to relax, enjoy streaming music, charge up electronics and map out their day. Over in the Backcountry Experience exhibit, attendees checked out the latest in backcountry gear, accessories while experts Dean Cummings, Mike Hattrup and Jeremy Jones shared their insights on gear, safety practices.

For more news and highlights from the Show, read the official 2012 SIA Snow Show Dailies. And, for 24/7 updates, be sure to visit the SIA Social Dashboard and stay connected through the SIA Facebook page, SIA’s Latest and on Twitter – we’ll be sending highlights before and during the Show to keep you in the know.  When tweeting about the Show, please add #SIA12 to join in on our Twitter feed.

Filed under: business, Colorado, ski industry, Snow and weather, Summit County news, Summit County snow and weather Tagged: | Denver, skiing, snowsports gear sales 2012, snowsports industries america, Winter Sports