2010/11 Snowboard Sales Data Analysis

_mg_9127While the snow’s still falling in certain parts of the country, the sales season officially came to an end in March. SIA has been busy tallying the data and recently sat down to share a look at the snowboard sector’s numbers for the full 2010/11 season. Despite a record breaking year of $3.3 billion for snow sports as a whole, the numbers for snowboarding were a bit of a mixed bag. The good news was that hardgoods sales in dollars rose 4% – the bad, units sold continued their four year decline, dropping another 4% this year. Kids and women’s gear continues to drop, yet average prices are up.

“Camber continues to be a big story as we watched the reverse camber become the more popular option for snowboard buyers this season,” explains SIA Research Director Kelly Davis.  “The West - most driven by California, is still struggling hard in the current economy and sales were down.  Women seem to be trickling out of the snowboard category, and sales of women' specific boards was down, but no more than all snowboard sales fell this season.  Given that alpine equipment was up 9% in units and 19% in dollars sold, we have to consider the possibility that some former riders are choosing to use skis.  The data indicate that parents are buying skis more frequently than boards for their kids and while snowboard junior sales are declining, junior ski sales are increasing.

“Carryover sales are still big in snowboard equipment.  In fact, data indicates that average snowboard equipment prices are dragged down by more than 10% by sale of carryover gear priced below average retail cost.  The good news is that inventories are far leaner than they were in 2007/08 and prices stayed fairly strong throughout the season leading to strong margins for the season at retail and more profit in the retailers' orders budget.”

Here’s a look at the breakdown of this year’s numbers: