SIA Reports Increase in Revenue for Snow Sales

SnowSports Industries America (SIA) reports that lower inventories and less sale items helped retailers of snow-sport equipment and clothing increase sales revenue for the 2009-10 ski season to $2.94 billion from $2.82 billion for the previous season. Top selling goods included helmets, powder skis and backcountry skis.

• Accessories had the biggest increase in dollar sales, at 7.4 percent to $1.02 billion, followed by apparel (2.48 percent to $1.1 billion) and equipment (2.13 percent to $799.2 million).

• Snow sports specialty equipment — 2009/2010 sales were up 4 percent to $1.8 billion, while unit sales dropped 3 percent.

• Online sales — Unit sales increased 1 percent, while dollar sales jumped 9.5 percent to $597 million. Last season, online sales leveled off after three seasons of “hyperactive growth,” the report said, though online snowboard unit sales went up 17 percent and dollar sales increased 20 percent.

• Chain stores — Unit sales dropped 40 percent, and dollar sales were basically flat at $563 million. While equipment sales generally were down at such stores, dollar sales of accessories such as hats, helmets and goggles went up 5 percent. (Accessories account for about 40 percent of snow-sport sales at chain stores.)

Based in McLean, Va., SIA is a not-for-profit trade group started in 1954 that represents businesses in the snow-sports industry. To learn more about the organization or their report, please visit their website at