Outdoor Product sales posted a solid increase in December as a resurgent Outdoor Apparel business and strong Outdoor Hardgoods sales easily offset a continued decline in footwear segment revenues. After a mediocre week to start the month, followed by two weeks of declines, the market posted two successively stronger weeks of sales growth at month-end. The last week of the month got a significant lift versus the comparable year-ago period, as this year included two shopping days leading into Christmas Day versus none last year and a reliance on post-holiday sales. The benefits of the calendar combined with advantageous weather conditions across portions of the U.S., which drove Outerwear sales in key markets and trade channels.
Outdoor Product sales were up 6.8 percent to $2.17 billion in the fiscal
month ended December 29, 2012. The last week of the month represented
20.5 percent of total sales for the five-week month versus just 16.4
percent in the comparable month in 2011. The last week delivered 17.8
percent of total sales for the six-week holiday selling period ended
December 29, 2012, up from 14.2 percent for the holiday period in 2011.
Total Holiday period sales (the six-weeks from Thanksgiving week through
Christmas week) increased 5.7 percent to $2.49 billion.
falling below the billion-dollar mark in December 2011, Outdoor Apparel
sales increased 12.3 percent to $1.12 billion in the five-week period
ended December 29, 2012 – the largest Outdoor Apparel sales month
recorded by OIA VantagePoint.
The growth trend in the Outdoor Outerwear business was most pronounced in the National Accounts Internet
business, which grew nearly 41 percent for the month, a signal that
promotions may have played a key role. Still, Independent Outdoor
Specialty sold the largest share of the category and grew nearly 20
percent for the month.
Outdoor Hardgoods continued its strong
performance with all major categories except Snow Sports posting strong
growth versus 2011. The sales trend in the most recent month again
jumped in double-digits, growing 10.6 percent to $651.3 million for the
five-week fiscal month ended December 29, 2012.
Footwear business had another down month in December but most of the
decline can be tracked directly to the Mall Retailer trade channel,
which posted a 75 percent decrease in Outdoor Footwear sales for the
five-week period ended December 29, 2012.
Footwear sales fell 10.6 percent to $399.9 million in the five-week
month. Excluding the Mall Retailer channel, Outdoor Footwear sales would
have been up 11.8 percent to $371.1 million for the period.
Outdoor Industry Association
in Boulder, Colo., with offices in Washington, D.C., Outdoor Industry
Association (OIA) is the leading trade association for the outdoor
industry and the title sponsor of Outdoor Retailer. OIA supports the
growth and success of more than 4,000 manufacturers, distributors,
suppliers, sales representatives and retailers of outdoor recreation
apparel, footwear, equipment and services. For more information, go to outdoorindustry.org or call 303.444.3353.
The SportsOneSource Group
SportsOneSource Group is a full service market research company
delivering solutions through consumer insight research, retail insight
research and retail point-of-sale trending and analysis. The company
provides the most reliable, timely and comprehensive sports and outdoor
industry information available in the market today. SportScanInfo,
developed by SportsOneSource, is a technology platform that compiles and
disseminates aggregated retail point-of-sale information.
SportsOneSource also publishes the Sports Executive Weekly and The B.O.S.S. Report executive newsletters, along with the SGB and SGB Performance
print publications and their related online, email and digital
products. For more information about The SportsOneSource Group call
303.987.3450 or go to SportsOneSource.com.