Outdoor Retailer - January 2021 - 33

FASTEST GROWERS IN THE U.S. OUTDOOR INDUSTRY, JANUARY-OCTOBER 2020
Category	 Dollar Sales Growth vs. Last Year
Stand-up Paddleboards+87%
Dehydrated Food+64%
Water Sports Personal
Floatation Devices (PFD)+49%
Water Filters+48%
Hitch Racks+47%

Smokers	
+42%
Stoves+36%
Recreation Tents+33%
Portable Power+32%
Stove & Grill Parts/
Accessories+32%

SOURCE: THE NPD GROUP/ RETAIL TRACKING SERVICE, U.S. DOLLAR SALES, SUBCLASSES >$25 MILLION IN SALES, JANUARY-OCTOBER 2020 VS. 2019

ping channel. When looking at the core outdoor industry sales channels-a combination
of athletic sporting goods stores, sports specialty e-commerce, and outdoor specialty retailers-dollar sales within the sport specialty ecommerce channel grew by 23% year-to-date
through October, while athletic sporting goods
retailers (-5%) and outdoor specialty retailers
(-32%) have faced challenges due to store closures and capacity limitations since March.
Using sales of kayaks and recreation tents as
a case study provides some telling insights on
how brands and retailers can benefit differently from the same big growth trends. In the
case of kayaks sold year-to-date, sales grew by
double-digits at athletic sporting goods and
outdoor specialty retailers, but declined in the
specialty e-commerce channel. Looking at
recreation tents, a different pattern emerges;
sales shrank at outdoor specialty retailers and
grew in the others. Why the different trends
in channel sales when both of these categories
displayed explosive growth during the year?
Inventory availability certainly played a role,
and, more importantly, where products are not

easily drop-shipped helped brick-and-mortar
retailers to display stronger sales. My takeaway
is that larger, more technical items and those
not easily shipped will continue to be a strong
cornerstone for specialty retail sales.
Heightened demand and sales for bicycles
and fitness equipment also presents a longterm opportunity for outdoor retailers. Look no
further than the growth of hitch racks to see this
playing out. These racks are used to transport
bicycles and have grown by 47% in sales since
the beginning of the year. Retailers that capture
add-on sales to support consumers' 2020 fitness purchases really stand to benefit. Aside
from racks to support the bike boom, items such
as recovery products (foam rollers and mobility
products) and hiking accessories are all likely to
see growth as gyms and large group sports remain negatively impacted through early 2021.
What do you think the long-term holds
for outdoor equipment retailers and manufacturers?
Obviously, we all wish we had crystal balls,
especially these days when we-as indi-

viduals, societies, and industries-are faced
with the ongoing challenges associated with
COVID-19. Nonetheless, what I can say with
certainty is that I do hold a lot of optimism for
the outdoor and sporting goods market.
Looking at the different generations of
consumers, millennials in particular are now
going through life transitions that favor more
family-friendly outdoor activities. Many are at
an age when they are buying homes, moving
to the suburbs, and having children. This life
stage supports a shift from activities like barhopping and going to concerts, to more family
activities. Camping, hiking, and daytrips to go
kayaking all fit that bill.
From a broader lifestyle perspective, Zoom
meetings and remote working are likely here
to stay. I am reading a lot of information that
indicates people are buying homes in resort
communities at greater rates than they were
pre-pandemic. Essentially, consumers and
many corporate workers are now freed of their
commutes and can create better work/life
balance. This bodes very well for our industry.
Sales of outdoor equipment, bikes, and home
fitness equipment can reap long-term benefits
from consumers having additional time on
their hands and living closer to activity centers
today compared to years past.
And, finally, I feel the pandemic has
brought a renewed interest in and enthusiasm toward living a healthy, active lifestyle.
Overall, I believe consumers are seeing the
broader benefits of living healthier lifestyles and this bodes well for the outdoor and
broader sports markets. O.R.

A BIG WINTER
As consumers seek ways to be active, outside, and practice social distancing during the winter months, backcountry-related equipment sales
in the U.S. grew a combined 76% in the opening months of this year's
snow season (August through October 2020) compared to the same
period last year, according to the NPD Group.
" We can expect backcountry's popularity to carry through this season
and for product demand to grow, especially as the COVID-19 crisis
and social distancing measures continue, ski resorts make operational
changes to accommodate the circumstances, and skiers and snowboarders pursue alternatives to get their alpine fix, " says Matt Powell,
NPD's sports industry advisor. " I suspect backcountry product will sell
out quickly and the market will run into inventory issues, which may slow
the sales trend as we move into the peak selling season. "

SOURCE: THE NPD GROUP/ RETAIL TRACKING SERVICE, U.S. DOLLAR SALES

January 2021 / OUTDOOR RETAILER 33



Outdoor Retailer - January 2021

Table of Contents for the Digital Edition of Outdoor Retailer - January 2021

Outdoor Retailer - January 2021
CONTENTS
THE PULSE
HEADLINES
MARKETING
BIG PICTURE
RETAIL 101
CASE STUDY
IDEAS
THOUGHT LEADER
INSIGHT
PERSPECTIVE
RESEARCH AND RESOURCES
FOLLOW THESE ACTIVISTS
UNDER PRESSURE
THE WINTER SHOW GUIDE
BREAD + BUTTER
GEAR GALLERY
HOT PICKS
THE VIEW
FIELD NOTES
#SHOPLIFE
#REPLIFE
BACKSTORY
Outdoor Retailer - January 2021 - Outdoor Retailer - January 2021
Outdoor Retailer - January 2021 - Cover2
Outdoor Retailer - January 2021 - 3
Outdoor Retailer - January 2021 - CONTENTS
Outdoor Retailer - January 2021 - 5
Outdoor Retailer - January 2021 - 6
Outdoor Retailer - January 2021 - 7
Outdoor Retailer - January 2021 - 8
Outdoor Retailer - January 2021 - 9
Outdoor Retailer - January 2021 - 10
Outdoor Retailer - January 2021 - THE PULSE
Outdoor Retailer - January 2021 - HEADLINES
Outdoor Retailer - January 2021 - 13
Outdoor Retailer - January 2021 - 14
Outdoor Retailer - January 2021 - 15
Outdoor Retailer - January 2021 - 16
Outdoor Retailer - January 2021 - 17
Outdoor Retailer - January 2021 - MARKETING
Outdoor Retailer - January 2021 - BIG PICTURE
Outdoor Retailer - January 2021 - RETAIL 101
Outdoor Retailer - January 2021 - 21
Outdoor Retailer - January 2021 - CASE STUDY
Outdoor Retailer - January 2021 - 23
Outdoor Retailer - January 2021 - 24
Outdoor Retailer - January 2021 - 25
Outdoor Retailer - January 2021 - IDEAS
Outdoor Retailer - January 2021 - THOUGHT LEADER
Outdoor Retailer - January 2021 - INSIGHT
Outdoor Retailer - January 2021 - 29
Outdoor Retailer - January 2021 - PERSPECTIVE
Outdoor Retailer - January 2021 - 31
Outdoor Retailer - January 2021 - RESEARCH AND RESOURCES
Outdoor Retailer - January 2021 - 33
Outdoor Retailer - January 2021 - FOLLOW THESE ACTIVISTS
Outdoor Retailer - January 2021 - 35
Outdoor Retailer - January 2021 - 36
Outdoor Retailer - January 2021 - 37
Outdoor Retailer - January 2021 - 38
Outdoor Retailer - January 2021 - 39
Outdoor Retailer - January 2021 - 40
Outdoor Retailer - January 2021 - 41
Outdoor Retailer - January 2021 - UNDER PRESSURE
Outdoor Retailer - January 2021 - 43
Outdoor Retailer - January 2021 - THE WINTER SHOW GUIDE
Outdoor Retailer - January 2021 - 45
Outdoor Retailer - January 2021 - 46
Outdoor Retailer - January 2021 - 47
Outdoor Retailer - January 2021 - 48
Outdoor Retailer - January 2021 - 49
Outdoor Retailer - January 2021 - 50
Outdoor Retailer - January 2021 - 51
Outdoor Retailer - January 2021 - 52
Outdoor Retailer - January 2021 - 53
Outdoor Retailer - January 2021 - 54
Outdoor Retailer - January 2021 - 55
Outdoor Retailer - January 2021 - BREAD + BUTTER
Outdoor Retailer - January 2021 - GEAR GALLERY
Outdoor Retailer - January 2021 - 58
Outdoor Retailer - January 2021 - 59
Outdoor Retailer - January 2021 - 60
Outdoor Retailer - January 2021 - 61
Outdoor Retailer - January 2021 - 62
Outdoor Retailer - January 2021 - 63
Outdoor Retailer - January 2021 - HOT PICKS
Outdoor Retailer - January 2021 - 65
Outdoor Retailer - January 2021 - 66
Outdoor Retailer - January 2021 - 67
Outdoor Retailer - January 2021 - THE VIEW
Outdoor Retailer - January 2021 - 69
Outdoor Retailer - January 2021 - 70
Outdoor Retailer - January 2021 - 71
Outdoor Retailer - January 2021 - 72
Outdoor Retailer - January 2021 - 73
Outdoor Retailer - January 2021 - FIELD NOTES
Outdoor Retailer - January 2021 - #SHOPLIFE
Outdoor Retailer - January 2021 - #REPLIFE
Outdoor Retailer - January 2021 - 77
Outdoor Retailer - January 2021 - BACKSTORY
Outdoor Retailer - January 2021 - Cover3
Outdoor Retailer - January 2021 - Cover4
https://www.nxtbook.com/emerald/outdoorretailer/2023Winter
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https://www.nxtbook.com/emerald/outdoorretailer/thedailyguidess23
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https://www.nxtbook.com/nxtbooks/outdoorretailer/2020winter
https://www.nxtbook.com/nxtbooks/outdoorretailer/postshow_summer2019
https://www.nxtbook.com/nxtbooks/outdoorretailer/day3_summer2019
https://www.nxtbook.com/nxtbooks/outdoorretailer/day2_summer2019
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https://www.nxtbook.com/nxtbooks/outdoorretailer/2019summer
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https://www.nxtbook.com/nxtbooks/outdoorretailer/daily2019_day3
https://www.nxtbook.com/nxtbooks/outdoorretailer/daily2019_day2
https://www.nxtbook.com/nxtbooks/outdoorretailer/daily2019_day1
https://www.nxtbook.com/nxtbooks/outdoorretailer/preshow2019
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https://www.nxtbook.com/nxtbooks/outdoorretailer/2017summer
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https://www.nxtbookmedia.com