The Market for Sports Apparel, Sports Equipment, and Skiing and Winter Sports in the United States of America

The United States of America is one of the largest markets for selling clothing and sports goods in general, and for winter sports in particular

The number of winter sports enthusiasts in the United States of America is on the rise. According to the National Ski Areas Association (NSAA), the 2022/2023 season saw 21.6 million skiers and snowboarders, up by 9% compared to the 2018/2019 season.

Alpine skiing remains the most popular winter sport in the United States, with over 14 million participants. Snowboarding ranks second with 7.6 million enthusiasts.

The profile of winter sports enthusiasts is however changing: although the sport is still mainly practiced by people with a middle-high income, there is a noticeable increase in the number of women and young people taking up winter sports.

The market for winter sports products is continually growing: it is estimated to have reached a value of 6.5 billion dollars in 2023.

Success of Online Sales in the United States of America for Sports Apparel

Online sales of sports clothing and equipment continue to rise: in 2023, they reached a value of 22 billion dollars, accounting for 40% of the total retail sales in the sector.

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The previous article from December 17, 2019:

The number of participants in winter sports registered in the United States of America for the 2018/2020 season was nearly 20 million (+5% since 2012). However, an additional 6.6 million people, who identify as winter athletes, did not participate in the last season. The number of visits to ski resorts during the season was about 65 million people, with direct spending of 5.8 billion dollars.

Winter sports remain sports primarily devoted to the more affluent segment of the population. In fact, 54% of participants earn more than $75,000 a year, while 74% own property.

Alpine skiing is naturally the most popular winter sport in the United States, with over 43% of all winter sports participants. Between 12 and 15 million people in the United States call themselves skiers, and the number of skiers in the 2018 season increased by 10% compared to the previous year. 

The second most popular winter sport in America is snowboarding, and it should be noted that the two categories overlap somewhat, with individuals participating in both.

Data shows the prevalence of the male component in both sports, with 60% for skiing and 67% for snowboarding. Moreover, snowboarding appears to be a more youthful sport with over 50% of participants aged 18-34, while for skiing, 54% are in the age group between 25 and 54. The third most practiced sport is cross-country skiing.

The market for winter sports products is growing, leveling just below the 6 billion dollar mark for 2018.

What is impressive is the percentage of online sales in the sports clothing and equipment sector in America. Online sales in the USA rose from 8 billion dollars in 2013 to over 18 billion dollars in 2018. This represents 38% of the total retail sales for 2018 of sports clothing and equipment in America: 47 billion dollars. This is a much higher percentage of e-commerce sales compared to the majority of other sectors, which usually average around 10-15%.