TABLE OF CONTENTS. Copyright 2014 National Sporting Goods Association 3
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2 TABLE OF CONTENTS INTRODUCTION... 4 DOLLAR SALES OF SPORTING GOODS SPORT FOOTWEAR AND EQUIPMENT PURCHASES BY OUTLET TYPE... 6 PROJECTED SALES OF SPORTING GOODS... 7 ATHLETIC AND SPORT CLOTHING SALES DETAILED SALES PROJECTIONS Athletic and Sport Footwear Athletic and Sport Equipment Archery Equipment Baseball and Softball Equipment Basketball Equipment Bicycling Equipment Billiards and Indoor Games Binoculars and Sunglasses Bowling Equipment Camping Equipment Exercise Equipment Fishing Tackle Football Equipment Golf Equipment Hockey Equipment and Ice Skates Hunting and Firearms Equipment Lacrosse Equipment Protective Mouth Guards Shoe Inserts (Orthotics) Snow Sports Equipment Soccer Balls Tennis Equipment Volleyballs Water Sports Wheel Sports DEMOGRAPHIC DISTRIBUTION OF 2013 CONSUMER PURCHASES REGIONAL SHARES OF U.S. PURCHASES SHARE OF U.S. PURCHASES BY HOUSEHOLD INCOME
3 INTRODUCTION This report presents projections of 2013 consumer purchases from an online survey conducted in January The study results are based on data collected from over 19,000 households. All products are based on purchases during the 2013 calendar year (January 2013 December 2013). Projections of 2013 sales were based on million households. This is the fourth consecutive year that an online survey methodology was used for collecting data on sport equipment and footwear purchases. Prior to 2010, this annual study was conducted using a mailback survey methodology. Readers should keep this in mind when making direct comparisons to data published prior to The online consumer panel used in this study is maintained by TNS. The panel is balanced to parallel the actual household distribution as reported by the U.S. Bureau of the Census, in five important characteristics: state of residence, household income, household size, age of household head, and population density. For example, 4.7% of the U.S. households live in New England, and 4.7% of the panel households live in New England. In some instances, revisions have been made to the 2012 figures. Reasons for these changes can include a change in category definition, an adjustment in methodology, or a revision of a 2012 estimate. Estimates of retail sales are shown for some products which were not included in the survey. These estimates are based on reliable published statistics where available. In other cases reliance was placed on knowledgeable industry sources. Detailed information of the sales of snow sports equipment found on page 118 has been provided by SnowSports Industries America, McLean, Virginia. The SIA RetailTRAK is produced by the Leisure Trends Group, an NPD company, and tracks consumer snow sports equipment purchases in all snow sports channels. The data showing percent of equipment units purchased in each type of outlet is based only on the most recent purchase. The percentages are indicative of the relative unit and dollar sales by outlet type, but they do not represent the actual percent of units and dollars sold by each type. The footnotes used in this report are explained below: (e) Estimated. Not included in consumer survey that year. n.a. Not available. * Respondent base too small for meaningful calculation. 4
4 PROJECTED SALES OF SPORTING GOODS (in millions) Athletic & Sport Clothing Aerobic Exercising Backpack/Wilderness Camping Baseball Basketball Bicycle Riding Bowling Camping Exercise Walking Exercising with Equipment Fishing Football (Tackle) Golf Gymnastics Hiking Running/Jogging Soccer Softball Swimming Tennis Volleyball Weightlifting Wrestling Yoga Total Clothing % Change 2014 % Change vs. 12 Forecast 14 vs. 13 7
5 PROJECTED SALES OF SPORTING GOODS (in millions) Athletic & Sport Footwear Aerobic Shoes Baseball/Softball Shoes Basketball Shoes Boat/Deck Shoes Bowling Shoes Cheerleading Shoes Cross Training/Fitness Shoes Cycling Shoes Football Shoes Golf Shoes Gym Shoes/Fashion Sneakers Hiking Shoes/Boots Hunting Boots Jogging/Running Shoes Skateboarding Shoes Soccer Shoes Sport Sandals Tennis Shoes Toning Shoes Track Shoes Trail Running Shoes Volleyball Shoes Walking Shoes Water Sport Shoes Wrestling Shoes Total Footwear % Change 2014 % Change vs. 12 Forecast 14 vs. 13 8
6 PROJECTED SALES OF SPORTING GOODS (in millions) Athletic & Sport Equipment Archery Baseball & Softball Basketball Bicycle Equipment Billiards & Indoor Games Binoculars & Sunglasses Bowling Camping Exercise Fishing Tackle Football Golf Hockey & Ice Skates Hunting & Firearms Lacrosse Protective Mouth Guards Shoe Inserts (Orthotics) Skin Diving & Scuba Gear Snow Skiing Snowboarding Soccer Balls Tennis Volleyballs Water Sports Wheel Sports Total Equipment % Change 2014 % Change vs. 12 Forecast 14 vs. 13 Total All Products 9
7 Athletic and Sport Equipment Product Category XYZ Dollar Sales (in millions) $64.2 $66.5 $74.3 $76.8 $72.1 $73.3 $76.7 $79.5 $84.2 $ Unit Sales (in millions) Channel of Purchase Department 2.0% Warehouse Club 0.7% Dollar Share On line 4.0% Other Outlets 4.1% Department 1.1% Warehouse Club 1.2% Unit Share On line 3.2% Other Outlets 3.0% Discount 29.0% Sporting Goods 55.8% Discount 38.9% Sporting Goods 49.3% Pro Shop 2.3% Specialty Sport 2.1% Pro Shop 2.3% Note: Dollar Share and Unit Share for Mail Order are 0% and not shown on pie charts. Specialty Sport 1.0% Average Price Sporting Goods Specialty Sport Pro Shop Discount Store Warehouse Club Dept. Store Mail Order On line $19.76 * * $12.65 * * * $16.56 * Other Outlets
8 DEMOGRAPHIC DISTRIBUTION OF 2013 CONSUMER PURCHASES Baseball/ Softball Shoes Total U.S. Aerobic Shoes Basketball Shoes Age of User % % % % % Under to to to to to & Older Boat/Deck Shoes Sex of User Male Female Annual Household Income Under $15,000 $15,000 $24,999 $25,000 $34,999 $35,000 $49,999 $50,000 $74,999 $75,000 $99,999 $100,000 $149,999 $150,000 And Over Education of Household Head Less than High School High School Some College College Graduate Geographic Region New England Middle Atlantic East North Central West North Central South Atlantic East South Central West South Central Mountain Pacific
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