Youth Are Buying: SIA Releases Youth Snowsport Sales Figures

Socks, boots, pants, jackets, skis, poles, gloves, helmets, fleece, long underwear and more…that’s a lot of snowsports products.

Don’t think kids drive an outdoor gear economic engine in wintertime? Think again. SnowSports Industries America (SIA) just released its 2012 SIA Youth Snow Sports Market Intelligence Report, which offers an array of insights on skiers and riders ages 17 and under. The bottom line: Kids are a highly influential demographic in the snow sports market, and what they crave today drives innovation and the products of tomorrow.

“Last season was tough for retailers, but kids-specific snow sports products represented over $312 million in sales,” says SIA Director of Research Kelly Davis. “That’s a sizeable number.”

2012 Youth Intelligence Report Highlights:

• The most popular snow sport for kids is alpine skiing with 2.3M participants, up from the number 2 spot in 2010/2011.
• 44% of all dollars spent in snow sports on youth specific gear were spent on alpine tops.
• Specialty shops bring in the most youth snow sport sales; accounting for $182 million.
• Youth ski systems were up 20% in 2011/2012.
• Youth freestyle boards were up 10% in units and up 9% in dollars.
• 635,000 kids participated in cross-country skiing last season.


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