TABLE OF CONTENTS. Copyright 2016 National Sporting Goods Association
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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 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 2015 CONSUMER PURCHASES REGIONAL SHARES OF U.S. PURCHASES SHARE OF U.S. PURCHASES BY HOUSEHOLD INCOME
3 INTRODUCTION This report presents projections of 2015 consumer purchases from an online survey conducted in January The study results are based on data collected from over 16,000 households. All products are based on purchases during the 2015 calendar year (January 2015 December 2015). Projections of 2015 sales were based on million households. This is the sixth 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 Survey Sampling International (SSI). 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. The methodology for reporting snow sports equipment changed in 2015, and sales of snow sports equipment shown on pages 9 and 120 are from this survey. Prior to 2015, the snow sports figures reported were provided by SIA Snow Sports Retail Data. 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 PROJECTED SALES OF SPORTING GOODS (in millions) Athletic & Sport Clothing Aerobic Exercising Backpack/Wilderness Camping Baseball Basketball Bicycle Riding Bowling Camping Cheerleading Exercise Walking Exercising with Equipment Fishing (Fresh Water) Fishing (Salt Water) Football (Tackle) Golf Gymnastics Hiking Hockey (Ice) Hunting with Bow & Arrow Hunting with Firearms Lacrosse Running/Jogging Soccer Softball Swimming Tennis Volleyball Weightlifting Work Out At Club/Gym/Fitness Std. Wrestling Yoga Total Clothing % Change 2016 % Change vs. 14 Forecast 16 vs. 15
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 Track Shoes Trail Running Shoes Volleyball Shoes Walking Shoes Water Sport Shoes Wrestling Shoes Total Footwear % Change 2016 % Change vs. 14 Forecast 16 vs. 15
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 Alpine/Downhill Skis Snowboarding Snow Skiing/Snowboarding Helmets Soccer Balls Tennis Volleyballs Water Sports Wheel Sports Total Equipment % Change 2016 % Change vs. 14 Forecast 16 vs. 15 Total All Products
7 Athletic and Sport Equipment Product Category XYZ Dollar Sales (in millions) $74.3 $76.8 $72.1 $73.3 $76.7 $79.5 $84.2 $87.6 $92.6 $ Unit Sales (in millions) Channel of Purchase Mail Order 0.3% Department 2.5% Warehouse Club 1.0% Dollar Share On line 4.7% Other Outlets 1.9% Mail Order 0.5% Department 2.7% Warehouse Club 0.9% Unit Share On line 4.3% Other Outlets 1.6% Discount 29.2% Sporting Goods 53.3% Discount 35.9% Sporting Goods 50.2% Brand/Mfr 3.5% Pro Shop 0.3% Specialty Sport 3.3% Brand/Mfr 2.0% Pro Shop 0.2% Specialty Sport 1.7% Average Price Sporting Goods Specialty Sport Pro Shop Brand/Mfr. Store Discount Store Warehouse Club Dept. Store Mail Order On line $19.51 * * * $14.74 * * * $20.24 * Other Outlets
8 DEMOGRAPHIC DISTRIBUTION OF 2015 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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