SAM Magazine-McLean, Va., Jan. 18, 2008-August to November snow sports sales reached $897 million, an increase of 2 percent over last season's anemic early season sales, reversing a 7 percent drop for the August to October period-even though the heavy snow hadn't started falling yet. "December snow promises relief," said Kelly Davis, director of research for SnowSports Industries America (SIA), which released the sales figures.

Where was the action? Internet sales were booming, up 36 percent in units and 45 percent in dollars compared to a year earlier. Both chain and specialty stores were selling less equipment but more apparel, particularly tops, including parkas, fleece, and snowboard tops. One very bright spot in equipment sales in all three sales channels was adult twin tip skis, with increases of 50 percent in units.

Specialty Store Trends

In specialty shops, equipment sales totaled $194 million, a 9 percent decline from the same period a year ago. Midfat systems, by far the largest category with 59 percent of all system dollars sold, increased 6 percent. According to the data provided to SIA by Leisure Trends Group, carve-width systems plummeted 41 percent in units. Fat ski systems surged 47 percent.

Internet Trends

Total Internet sales reached $180 million, more than chains ($162 million). Fueling the rise: hard goods sales. Rocketing up 117 percent in units, alpine equipment moved from 42 percent to 52 percent of all equipment dollars sold.

Snowboard sales surged 45 percent in units and 66 percent in dollars. Adult freestyle boards, accounting for 43 percent of the board dollars, jumped 84 percent and 86 percent in units and dollars, respectively. Snowboard apparel turned in 137 percent and 120 percent respective unit and dollar gains. As a category, snowboard apparel moved from 5 percent to 8 percent of all apparel dollars sold.

Chain Store Trends

Historically, chain stores have accounted for approximately 22 percent of all snow sports dollars sold. The addition of the Internet channel has cut that to roughly 17 percent of all dollars sold.

Equipment sales have fallen 26 percent in units and 18 percent in dollars since November 2005 as chains are focusing on apparel and accessories. Apparel sales jumped 16 percent and 18 percent in units and dollars, respectively. Season-to-date, apparel accounted for 47 percent of all dollars sold in chains, up from 42 percent in 2005 and 34 percent in 2004. \