Snow Sports Sales Slow Due to Lack of Snow

Posted By: The Ski Channel on January 9, 2012 3:08 pm

Despite the lack of snow throughout the country, SnowSports Industries America and the Leisure Trends Group have released that  snowsports consumers were not yet affected and that sales are up for the months of August through November.  Sales between August and November 2011 were up 5% overall in units and 10% overall in dollars sold, reaching 1.2 billion. However, the December data has not all been calculated but so far predictions are leaving many worried.

 Reverse and mixed camber ski sales have doubled from 28,00 units sold through November last season to more than 55,000 sold through November. Insulated parka sales are up 18% in units sold as non-participants head to chain stores and online to buy snow sports apparel as casual wear. More than 1.2 million helmets sold last season and this season is off to a strong start with more than 300,000 units sold as of November 30, a 15% increase in units sold. However, much of this comes from worried mothers who tend to buy their kids helmets before the skis, not a bad choice in many circumstances.

 The December data is still being tabulated but the lack of snow has so far negatively affected the health of the 2011/2012 winter season. Retailers worry that if the lack of snow continues, buyers will choose to wait until next year to see new technology is to become available. The National Oceanic and Atmospheric Administration continues to call for standard La Niña conditions for the remaining winter months: “During January – March 2012, there is an increased chance of above-average temperatures across the south-central and southeastern U.S., and below-average temperatures over the western and the northwest-central U.S. Also, above-average precipitation is favored across most of the northern tier of states and in the Ohio and Tennessee Valleys, and drier-than-average conditions are more likely across the southern tier of the U.S.” 

All we can do for the moment is to wait for La Nina to stop being the girl and start being the beast we all know shes capable of!