SAM Magazine-McLean, Va., May 9, 2008-The snow sports products market grew by $280 million to reach $2.97 billion for the 2007-08 season, up from approximately $2.69 billion in all channels last season, according to the SIA end-of-season Retail Audit conducted by Leisure Trends Group. Above average snowfall for the season, and an early start in many parts of the country, inspired consumers to buy in spite of the weak economy.

Apparel sales increased by more than $100 million, with snowboard tops and parkas selling very well in all channels. Snowboard tops reached more than $173 million in sales, a 12 percent increase. Healthy sales of helmets (934,000 units, a record), goggles, and snowshoes (more than 200,000 units, a 20 percent gain) led the increase in accessories sales, up $64 million this season in specialty shops and online. Equipment sales were relatively flat in specialty shops and chain stores, but increased by more than $40 million in online sales. Twintip skis were the bright spot; they sold well in every channel, with more than 75,000 new pairs sold, almost 30,000 online. This season's heavy snowfall also created excellent conditions for cross-country skiing, as reflected by the 26 percent increase in cross-country equipment unit sales.

The specialty channel reached $1.86 billion in sales, 60 percent of the industry total. Apparel sales in specialty shops increased by more than 6 percent, with snowboard apparel leading the way. Accessories sales rose more than 7 percent, while equipment sales were relatively flat.

Sales in the Internet channel grew 75 percent in dollars, nearly equaling chain sales. The Internet totals include sales made by companies that have no brick and mortar locations as well as the online sales made by specialty shops that record those sales separately from in-store sales. The dramatic growth in this channel results, in part, from more complete measurement of these sales, as well as the changing behavior of consumers-and of retailers. Many Internet-only shops formerly sold products by catalog (phone and mail order).

Online equipment sales are beginning to take off. While apparel and accessories sales grew by more than 40 percent each, equipment sales increased by more than 75 percent. Sales of alpine skis were exceptionally strong, with 121 percent growth in units sold-more than 111,000 pairs. But sales of boots did equally well, with more than 75,000 units sold. Accessories sales also increased dramatically in this channel to $120 million.

Chain store sales were not measured in 2006-07; however, they totaled $616 million in 2007-08, up from $537 million in 2005-06. Apparel sales were up 16 percent from 2005-06 and accessories by 23 percent. Equipment sales were flat at $150 million, but junior skis, poles, and boots sales were notably strong. \