Solid Gains For Outdoor Product Sales in October
Hardgoods Sales Surge in Sandy’s Wake
The Outdoor Hardgoods business surged in October, as harried consumers snapped up Battery Lanterns, Flashlights, Stoves, Coolers, Water Bottles and more just before and in the aftermath of Hurricane Sandy. Outdoor companies also donated many items — not counted in industry sales figures — to hurricane relief efforts.
Overall Outdoor Product sales were up a 4.4 percent to $789.2 million in the fiscal month of October, which ended Oct. 27, 2012, driven in large part by a strong contribution from the Hardgoods business and a resurgent Apparel category.
Outdoor Hardgoods sales growth trends accelerated in October, increasing 10.8 percent to $285.9 million. Most major product categories grew except for Snow Sports, where many consumers (and retailers) still have product from last year or made purchases early during pre-season sales.
Outdoor Apparel got a reprieve after two months of negative trends, as sales grew 3.6 percent to $291.5 million. Outerwear and Baselayers turned in positive results after two months of declines, though the colder weather pattern in October was not enough to get Insulated Jackets moving at retail.
The Outdoor Footwear business was held back by sales declines in Winter Boots and the continued move away from the exposed-toe Barefoot Footwear business. Overall Outdoor Footwear sales were down 2.2 percent to $211.7 million for the month. If Barefoot Footwear were excluded, however, Outdoor Footwear sales were up 2.9 percent in October.
Looking ahead, The SportsOneSource Group — which manages the OIA VantagePoint platform — is forecasting that outdoor product sales will maintain a low- to mid-single-digit increase for the fiscal year through January 2013. Easier comps will benefit Footwear and Apparel sales, while Hardgoods is expected to continue its strong growth trend.
OIA VantagePoint is the first and only full market point-of-sale data platform built specifically for the outdoor industry. OIA VantagePoint monthly trend reports, published near the 15th of every month, provide the broadest and most timely view of outdoor product sales available. Category reports are available at no charge to Outdoor Industry Association® (OIA) members and provide comprehensive visibility into the outdoor marketplace by tracking weekly point-of-sale data from more than 10,000 retail doors and websites that carry outdoor products, including nearly 450 outdoor specialty locations. It is the broadest view of both brick and mortar and Internet sales of outdoor products available in the market. In-depth sales information is available online within four days of the prior-week close — a competitive advantage for businesses who can shift critical resources and react quickly to ever-changing consumer preferences.
These findings and more are available in the OIA VantagePoint™ October 2012 Trend Report, which OIA members can view for free by logging on to the OIA website.
Avery Stonich / Outdoor Industry Association
303.327.3511 / astonich@outdoorindustry.org
James Hartford / The SportsOneSource Group
303.997.7302 /james@sportsonesource.com
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