February’s comparable year-over-year sales in the ActionWatch core shops continued the previous month’s single-digit negatives, although slightly more negative than in January. Sales for all product categories tracked were down 7.3% compared to the same period last year. Fortunately there were many product classes that experienced positive comps even though the average for all categories was down.
Male shirt sales were up overall, buoyed largely by a strong sales increase of wovens. Although February is not a high volume month for boardshorts, this class also had a good sales increase for both men’s and women’s. The accessories category was also up overall due to strong sales increases for both sunglasses and watches. Surf hardgoods sales were up again although the sales increase came more from a boost in short board sales rather than SUP boards like we were seeing for many months previously.
We’ve been reporting for many months about the strong sales increases of skirts. This trend halted in February with a small year-over-year sales decrease for this class. Ladies’ apparel overall also had another difficult month with tees, denim and shorts being some of the worst performing classes.
February's overall sales decline was slightly lower than in January, but footwear had a smaller decline in February and the accessories category actually jumped up into the positive comp territory.