As the warm winter of shred’s discontent winds down and several resorts approach their final weekends, we caught up with SIA Director of Research Kelly Davis to run through snowboard sales data through January. Spoiler alert, things aren’t looking up.
In all channels, hardgoods sales are down 4% in dollars on $217M sold, and down 6% in units sold through January this season. Even more troubling is the double-digit dip in outerwear sales, which drug units sold across categories down 12%, not to mention the stark increase in inventory levels.
“The big story is, of course, inventory levels—up 24.5% in boards, 40% higher in bindings, and 32%-37% higher in snowboard apparel through January,” explains Davis. “I expect this inventory glut to clear a bit by the end of the season but that doesn't mean that significant carryover won't hurt prices, hurt orders next season, and result in a hangover which can only be cured with copious snow early next season. Sell-through is down- no surprise there and margins are down less than expected through January – most likely due to MAP agreements that prevented price slashing before February.”
Run through the gallery for a look at all these stats by category and channel as well as a look at the year’s top selling SKUs by and just how much of the market they account for.