According to preliminary reports, sales went off over the holiday weekend, with Black Friday and Cyber Monday promotions drawing crowds to brick-and-mortar and online shoppers to deep-discounting e-tailers. To keep a finger on the pulse of action sports retail in particular, we checked in to get an in-depth read from within the industry on how sales fared for some top brands and retailers.
Skatepark of Tampa saw a 5% increase in shop revenue for Black Friday compared to last year, a 3% jump in online sales, and most noteworthy was a 61% spike in Vans’ sales—a result of a Black Friday partnership with the brand. SPoT was also running a Cyber Monday promotion that featured 15% off everything from the shop’s top brand, Nike, according to SPoT CFO Rob Meronek.
“The most noticeable difference was how sales for the day came in much slower than last year,” says Meronek. “Our line at the door when we opened at 7 a.m. was half the size as last year and by 9 a.m., we were worried that we would not even reach half our volume from last year.”
“Turns out, there was a slight increase [in sales] by the end of the day—everyone came and shopped, but it wasn’t as urgent and an early morning thing as last year,” Meronek explains. “It was steady all day long rather than a huge pop in the morning, and online [sales] behaved very similar to our traffic volume in the shop.”
Customers at SPoT were treated to 15% off the entire store, and 25% off all Vans gear, as part of a Black Friday partnership between the brand and retailer. Vans provided free skating, and kept skaters and die-hard shoppers fueled with free coffee, donuts, and snacks. Not surprisingly, Nike and Vans shoes were the star performers over the weekend.
Follow the jump for more specifics on marketing strategies, best sellers, and ways brands and retailers including HUF, Shut, Karmaloop, Backcountry, and Rhythm; are bumping up holiday sales tactics.