By Ann Schissler
(October 2012) SnowSports Industries America (SIA) recently announced the release of its 5th annual Women’s Snow Sports Market Intelligence Report. This in-depth look into women’s spending habits in the snow sports marketplace is an important indication of sales vitality affecting the entire industry as women buy for themselves and influence family member’s purchases as well. Last season women’s-specific sales were down 6% in units and 3% in dollars, bringing in over $973M.
Here are a few study highlights from the 2012 Women’s Market Intelligence Report.
• Eighty-two percent of female snowboarders are under age 34
• Sixty-one percent of female cross country skiers have a Bachelor’s Degree or higher
• Alpine ski equipment represents 71% of women’s equipment purchases
• Women can fully outfit themselves for skiing or riding for less than $2,000
• Snowshoeing brings in the most female participants, making up 43% of the category
• Women prefer to shop in specialty shops, where they spent $529M last season
SIA provides research that covers all aspects of the snow sports industry, including demographics, consumer opinions and behavioral patterns, weather patterns, snow sports participation, overall market analysis, and more. The Women’s Market Intelligence Report is available for $425 for non-members. To learn more about SIA Research contact Kelly Davis, SIA’s Director of Research at KDavis@snowsports.org or by phone at 703-506-4224.