August sales in specialty, chain, and internet totaled $346 million, 12% year over year.
Tents and camping gear - $11m and $46m respectivel
Small packs (back-to-school) saw a small rise
Chain store sales $169m, gaining 13% in units and 14% in dollars year over year
Specialty store sales $116m (3% increase), gaining 2% in units
Internet $61m, 32% in units and 28% in dollars year over year
Single digit growth is expected as the next few months data comes in.
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Tuesday, October 21, 2008
Monday, October 20, 2008
Hike of the Day
Locals hike of the day in Summit County:
Moose Hollow
South facing and warm! Some single track, some wider areas as you climb towards Parleys summit.
Due to the southern exposure, there are still great fall colors!
Moose Hollow
South facing and warm! Some single track, some wider areas as you climb towards Parleys summit.
Due to the southern exposure, there are still great fall colors!
Saturday, October 18, 2008
Eco Women
Green Link for the Day: Eco Women: Protectors of the Planet!
I will expand more on this as we get closer to the holidays, but here are a few green females to go along with our alpha green female.
I will expand more on this as we approach the winter season as we could all use some green tips during the winter months.
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Green Local
I will expand more on this as we get closer to the holidays, but here are a few green females to go along with our alpha green female.
I will expand more on this as we approach the winter season as we could all use some green tips during the winter months.
Be Environmentally Cool
Head Local
Green Local
Retail Numbers for the Outdoor Industry
For many decades, outdoor retail has proven to be a recession-resistant industry. Note that I said resistant, not recession-proof. The fact is certain activity segments of the industry will slow down during this recession while others will pick up. By understanding past industry trends, both retailers and brands can capitalize and actually grow during the most challenging of times.
During the recessions of the late 1980’s and early 1990’s, several retailers reported to Outdoor Industry Association (OIA) that sales slowed to single-digit growth. However, sales quickly rebounded and returned to double-digit growth before the rest of the economy recovered. Anecdotal evidence from long time industry leaders suggests that it was the mass shift to affordable and simple activities like family camping that helped fuel growth in tough times.
Fast forward to the economic slow down over the last eighteen months and we now have hard data to back these claims. According to the OIA Topline Retail Sales Report, U.S. outdoor industry retail sales grew 10% in 2007 and another healthy increase of 9% was posted in the first six months of 2008. At same time, the U.S Gross Domestic Product (GDP) slowed measurably and posted an average increase of only 2% over the same eighteen month period.
Why did the outdoor industry remain so strong through such a difficult time frame? In short, Americans returned to low-cost transportation and recreation activities. Cycling and camping sales shot up and the equipment, outerwear, footwear and accessories related to these activities realized strong growth. In addition, internet purchases shot up and the retailers and brands that closely monitored these trends and reacted quickly to take advantage of what has become a predictable consumer shift have reported their best seasons in years.
At the OIA Rendezvous, Marian Salzman, one of the nation’s leading trendspotters, shared a story of a recent keynote speech she gave to the leadership team at Accenture. While speaking to the investment executives, Ms. Salzman stated that the only businesses in which she would consider investing right now were soup and camping. Her reasoning was that Americans will be looking to escape the long-term economic turmoil and constant barrage of the media by returning to low-cost, simple activities that involve the entire family. If this prediction holds true, as it has in the past, businesses that support cycling, camping, hiking, fishing and paddling activities may be very well positioned for several years.
So what lies ahead? In the near future, the upcoming winter months are of great concern for many retailers and many are reacting by reducing their inventories. If winter brings cold weather across the country, apparel and equipment will certainly move off the shelves and we will all look smart. If not, it could be a challenging season due to the economic news and realities. Some retailers are planning to be 10% to 15% down this season while others argue that planning to be down creates a self-fulfilling prophecy.
One thing is for sure; as spring comes and Americans consider how they will spend time with their families and friends in the coming year, low-cost outdoor activities such as camping, hiking, paddling and fishing will be on the rise. Recent research from The Outdoor Foundation shows that 8 out of 10 Americans who are active in outdoor activities feel that they have less stress in their lives, have stronger family relationships and are happier as a result. The great outdoors truly is a natural and low-cost alternative to ensure happier, healthier families. These are wonderful themes and messages for any outdoor business to promote, now and in the future.
By reminding our customers that the outdoor community has been and will be here for them, we provide valuable benefits and necessary services in troubling times. Outdoor businesses help ensure the mental and physical health of our customers and, contrary to the daily news cycles, provide a great means for escape. We all hope that the present market challenges pass quickly. However, a lengthy recession may be another in a long line of great business opportunities for our industry, to introduce and remind more Americans that the great outdoors is a constant, proven and cost-effective alternative for them and their families to enjoy.
Throughout the next year, OIA will expand its offerings on economic, sales and profit related trends, research, Webinars and educational seminars and highlight them in the weekly WebNews, at the semi-annual Outdoor Retailer tradeshows and on our website. In addition, OIA has worked diligently with Outdoor Retailer to significantly increase the member exhibitor discounts at the trade show over the next several years. In 2009, OIA members in good standing will receive increased savings of 5% on exhibit fees and receive additional special discounts on GES.
Thursday, October 16, 2008
Green Website for the Day
Green Website:
350.org
Started by author and environmentalist, Bill McKibben, 350.org stands for the parts per million of carbon dioxide in the atmosphere. 350ppm represents the number that we need to get back DOWN to in order to keep our planet a functioning planet.
If we don't, 6 irreversible tipping points will occur - one of them being a massive sea level rise.
Go the website and find out what the other 5 tipping points are.
Be Environmentally Cool
Head Local
Green Local
350.org
Started by author and environmentalist, Bill McKibben, 350.org stands for the parts per million of carbon dioxide in the atmosphere. 350ppm represents the number that we need to get back DOWN to in order to keep our planet a functioning planet.
If we don't, 6 irreversible tipping points will occur - one of them being a massive sea level rise.
Go the website and find out what the other 5 tipping points are.
Be Environmentally Cool
Head Local
Green Local
Green Word of the Day
DEGRADABLE
A material that undergoes chemical change and a loss of orginal chartacteristics due to envrionmental conditions. There are no requirements for time, process or toxicity for this method.
A material that undergoes chemical change and a loss of orginal chartacteristics due to envrionmental conditions. There are no requirements for time, process or toxicity for this method.
Wednesday, October 15, 2008
The (Gradual) Greening of America
Despite the newest wave of products and services making claims they’re environmentally friendly and the surge of marketing campaigns spouting green messages, roughly the same share of adults in the U.S. are adopting various eco-driven behaviors as they were a year ago, according to consultant WSL Strategic Retail.
The bottom line: The easier things are made for people, the more likely they are to take on those ways, observed WSL principal partner Candace Corlett. The most favored among them include using canvas totes in place of paper and plastic shopping bags at stores, a practice being adopted by about 31 percent of consumers; buying things packaged in recyclable materials (28 percent), avoiding products with “too much” packaging (27 percent) and shopping at stores that indicate they’re making sustainability a priority (22 percent).
The number of people making green choices such as these has been growing by between 1 and 4 percent this year, signaling a slight increase, based on a nationally representative group of 1,500 adults 18 and older, who WSL polled online in May and June.When asked the degree to which economic considerations come into play, say, in switching to lightbulbs that consume less energy or to devices that reduce the amount of water used in one’s home, Corlett acknowledged they’re a factor.
She also said “we believe people’s hearts and minds are in the right place.” Noting WSL asks consumers about eco-concerns year-round, Corlett added, “A number of people have said, ‘I wish I was doing more,’ especially people 55 and older.”
The bottom line: The easier things are made for people, the more likely they are to take on those ways, observed WSL principal partner Candace Corlett. The most favored among them include using canvas totes in place of paper and plastic shopping bags at stores, a practice being adopted by about 31 percent of consumers; buying things packaged in recyclable materials (28 percent), avoiding products with “too much” packaging (27 percent) and shopping at stores that indicate they’re making sustainability a priority (22 percent).
The number of people making green choices such as these has been growing by between 1 and 4 percent this year, signaling a slight increase, based on a nationally representative group of 1,500 adults 18 and older, who WSL polled online in May and June.When asked the degree to which economic considerations come into play, say, in switching to lightbulbs that consume less energy or to devices that reduce the amount of water used in one’s home, Corlett acknowledged they’re a factor.
She also said “we believe people’s hearts and minds are in the right place.” Noting WSL asks consumers about eco-concerns year-round, Corlett added, “A number of people have said, ‘I wish I was doing more,’ especially people 55 and older.”
Tuesday, October 14, 2008
Outdoor Industry Staying Strong Amid Economic Slump
Outdoor Industry Posts Positive Sales in August
Core outdoor retailers have been able to see the silver lining in a soft economy so far this year as sales continue to grow in a tough retail landscape. August sales in all three channels (specialty, chain, internet)* totaled $346M, 12% above August 2007, according to the most recent edition of The Outdoor Topline Report, produced for Outdoor Industry Association (OIA) by the Leisure Trends Group.
The relatively cheap and convenient outdoor vacation remained appealing to core outdoor shoppers into August. Tents and camping accessories continued to build on previous months’ gains with $11M and $46M in respective dollar sales this August. Tents increased 18% in units and 21% in dollars from last year, while the camp accessory category (comprised of items such as stoves, sleeping pads, lights and water purification) increased 9% in August units and 12% in dollars.
Other related categories also saw gains, including food, instruments, hands-on hydration, shell outerwear tops and hiking boots. Are increased sales of smaller cars creating a bigger demand for sport racks? August sport rack sales reached $13M in August and increased over $2M or 21% from August 2007. Largest increases were seen in chain and internet stores. Year-to-date dollar sales increased as well.
As SUV sales tumble and compact cars become more and more popular, these increases may continue. Other categories with August growth included the small pack category, which enjoyed a healthy back-to-school season and sportswear, which continued to see growth in most categories, especially in women’s and juniors’ styles, as the family-friendly trend in outdoor recreation continued to gain traction.
Breaking down the August sales by store channel, outdoor chain store sales totaled $169M this month, gaining 13% in units and 14% in dollars compared to the same month last year. Outdoor specialty stores sold $116M, a 3% increase over August 2007. Unit sales gained 2% for the period while average retail prices increased 1%.
The internet channel brought in $61M in August, increasing sales by 32% in units and 28% in dollars compared to August 2007. The paddle industry also enjoyed positive sales growth in August.
All paddle product sales from all three channels (specialty, chain, internet) totaled $43M in August, up 15% from an under-performing August 2007. Unit sales increased 13% for the same period. Looking at the January to August YTD period, all paddlesport sales remained even in dollars and edged up 1% in units. All boat sales brought in $23.5M this August, gaining 11% and 13% over August 2007. In year-to-date sales, boats dropped 1% in both units and dollars. Kayaks gained 7% and 11% in units and dollars, respectively, compared to August 2007 but lost 5% in units and 2% in dollars so far this year.
With sales at some of the nation’s best-known retailers falling by double digits in September and a rapid slowdown in consumer spending not seen since the nation’s last deep recession in the early 1980s, it remains to be seen how long the outdoor industry will continue to realize steady growth, but the outlook remains optimistic. Marian Salzman, global trend spotter and CMO at international advertising giant Porter Novelli Worldwide, provided hope to the industry at last week's Rendezvous conference predicting that Americans will be pursuing simpler, healthier lives and the outdoor industry is poised to benefit from the trend. “People are going to look for simple escapes,” she said. “We all feel like we are being dragged down by big mortgages, big cars and big homes. There are people in their 40’s who can’t envision retirement and your industry offers a lot of opportunities."
Core outdoor retailers have been able to see the silver lining in a soft economy so far this year as sales continue to grow in a tough retail landscape. August sales in all three channels (specialty, chain, internet)* totaled $346M, 12% above August 2007, according to the most recent edition of The Outdoor Topline Report, produced for Outdoor Industry Association (OIA) by the Leisure Trends Group.
The relatively cheap and convenient outdoor vacation remained appealing to core outdoor shoppers into August. Tents and camping accessories continued to build on previous months’ gains with $11M and $46M in respective dollar sales this August. Tents increased 18% in units and 21% in dollars from last year, while the camp accessory category (comprised of items such as stoves, sleeping pads, lights and water purification) increased 9% in August units and 12% in dollars.
Other related categories also saw gains, including food, instruments, hands-on hydration, shell outerwear tops and hiking boots. Are increased sales of smaller cars creating a bigger demand for sport racks? August sport rack sales reached $13M in August and increased over $2M or 21% from August 2007. Largest increases were seen in chain and internet stores. Year-to-date dollar sales increased as well.
As SUV sales tumble and compact cars become more and more popular, these increases may continue. Other categories with August growth included the small pack category, which enjoyed a healthy back-to-school season and sportswear, which continued to see growth in most categories, especially in women’s and juniors’ styles, as the family-friendly trend in outdoor recreation continued to gain traction.
Breaking down the August sales by store channel, outdoor chain store sales totaled $169M this month, gaining 13% in units and 14% in dollars compared to the same month last year. Outdoor specialty stores sold $116M, a 3% increase over August 2007. Unit sales gained 2% for the period while average retail prices increased 1%.
The internet channel brought in $61M in August, increasing sales by 32% in units and 28% in dollars compared to August 2007. The paddle industry also enjoyed positive sales growth in August.
All paddle product sales from all three channels (specialty, chain, internet) totaled $43M in August, up 15% from an under-performing August 2007. Unit sales increased 13% for the same period. Looking at the January to August YTD period, all paddlesport sales remained even in dollars and edged up 1% in units. All boat sales brought in $23.5M this August, gaining 11% and 13% over August 2007. In year-to-date sales, boats dropped 1% in both units and dollars. Kayaks gained 7% and 11% in units and dollars, respectively, compared to August 2007 but lost 5% in units and 2% in dollars so far this year.
With sales at some of the nation’s best-known retailers falling by double digits in September and a rapid slowdown in consumer spending not seen since the nation’s last deep recession in the early 1980s, it remains to be seen how long the outdoor industry will continue to realize steady growth, but the outlook remains optimistic. Marian Salzman, global trend spotter and CMO at international advertising giant Porter Novelli Worldwide, provided hope to the industry at last week's Rendezvous conference predicting that Americans will be pursuing simpler, healthier lives and the outdoor industry is poised to benefit from the trend. “People are going to look for simple escapes,” she said. “We all feel like we are being dragged down by big mortgages, big cars and big homes. There are people in their 40’s who can’t envision retirement and your industry offers a lot of opportunities."
ALPHA FEMALE
Are you tapping into the women's adventure travel movement? Locals Have More Fun
definitely is (see picture)
If you believe that adventure travel is all machismo and testosterone, think again.
If you believe that adventure travel is all machismo and testosterone, think again.
52%of adventure travelers today are women, according to the Adventure Travel Trade Association, and their numbers are rapidly increasing.
The average adventure traveler is a 47-year-old female
.As more and more women strive for independence, an entirely new sub-category of adventure travel has emerged. Women-only tours and girlfriends-only getaways are now a mainstay in most tour operators' catalogs.Women aren't just filling up tour slots, though, they're also deciding where to spend their travel budget.
Gutsy Traveler, a website that tracks trends in the travel arena, reports that 80 percent of all travel decisions are made by women, regardless of who they travel with, who pays for the trip, or where they go. Once the trip is booked, women need gear -- and their purchasing power expands to that area as well.
Outdoor Industry Association reported that women spend an average of $295 annually per individual on outdoor apparel and equipment. OIA also noted that the women's outdoor retail market has experienced double-digit annual growth in each of the past five years. All of which means that even in challenging economic times, women who need to outfit themselve and their families for upcoming adventure travel will provide opportunity for increased sales for those specialty retailers who know how to cater to their needs. Here are three suggestions for appealing to the increasing ranks of women in adventure travel:
***Don't give them guy stuff. A recent REI survey showed a majority of women want gender-specific outdoor gear, and 36 percent believe that gear designed specifically for women can enhance their performance. Gear manufacturers that design such products will quickly gain a niche since there are still relatively few manufacturers who cater to women. But if you do, don't trivialize the product with cheap materials or poor construction. Women are serious about their outdoor gear, and will respond to companies that take them seriously as well.
***Go where the ladies are. Women generally engage in more research before making purchases than men do, and they seek out information from peers. Promote your products on websites and blogs that cater to women, run campaigns and special events at trade shows and retail stores, and advertise in women's magazines. Partner with tour operators who offer women-only trips for product sampling opportunities.
***Tap into their core values: Women process information differently than men, so a branding campaign you may have been using to reach men probably won't resonate with this market. Women value adventure travel for the cultural and emotional benefits it offers, in addition to the physical benefits. Develop an integrated marketing campaign that utilizes advertising, promotion and public relations to communicate a message to women -- one that taps into these values and explains how your product will contribute to their overall experience.
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