On December 13th, the New York Times ran an article titled “A Faltering Economy Is Felt Even on the Beach.” The article addresses the impact of the economy on the surf industry, particularly in regards to Quiksilver and PacSun’s low stock price. Marie Case of Board-Trac reported that not only is the economy impacting the surf industry but that the demographics play a large role as well. There were 2.4 million surfers in the United States in 2007, according to Case, up from two million in 2004. But more than 50 percent are older than 25. In 2007, the average surfer was 29, which has hurt surf retail because her thoughts are that 25+ year olds don’t buy tshirts and sandals.
Also mentioned in the New York Times article was the ASR Trade Show and predictions for diminished participation in January.