Oct 21, 2009

SIA: Women Drive Snowsports Business

Purchases of woman-specific snowsports equipment was a major factor in retail sales for 2008-09. A new report by the Snowsports Industry Association details just how major they were.

Women bought a record number of winter boots, 802,000 pairs sold for $67 million, as part of a total of  $843 million in sales of women's snow sports equipment, apparel and accessories. This buying power contributed to the 2008-09 total of $2.82 billion in sales of snow sports equipment, apparel and accessories in specialty brick and mortar shops, chain stores and on the Internet.

The SIA's  also reports some demographic trends, including:

• The typical female snow sports participant is 31 years old, participates in a winter sport five days each year
• Two of the top five best selling ski models are made specifically for women
• 20% of female snowboard riders are over 35 and the average age for females increased from 19 to 26 in 2008
• Women can fully outfit themselves (outerwear, accessories and equipment) for skiing or riding for less than $1,500
• 34% of core participants, male and female, would definitely buy new equipment if they believed it would improve their performance on the mountain.
• On average, 35% of snow sports apparel, equipment and accessories are sold in December