RetailTRAK™ May 2010 - Dive Specialty Retail Sales

DIVE RETAIL MARKET OVERVIEW: May 2010

Retailers eked out a 1% increase in dive merchandise units sold this month. However, average retail selling price dropped 9% for the period, dragging total dollars sold down 8% compared to last May. The drop in selling price was heavily influenced by a shift in product mix, suggesting that while dive consumers may be purchasing again, they are doing so selectively.

Products that sold well in May included entry level, or snorkeling categories such as fins, masks, snorkels and snorkel sets while big-ticket items such as BC’s, regulators and dive computers continued to lose ground. Photo equipment got a boost from accessories and add-on sales, in spite of a decline in actual dive cameras.

On the services side of the store, retailers saw a directional increase in items rented, and although the amount of service and repairs decreased compared to last May, they were, on average, more expensive services then last year at this time and still well above the amount of services in May 2008. Meanwhile, the number of trips booked through dive shops increased this month, but the average price dropped significantly, suggesting that consumers were booking more trips than last May, but they were booking less-expensive, closer and/or shorter trips.

Here are the category changes in dollar sales by channel, compared to May 2009:

• Dive Merchandise (Equipment, Suits and Apparel): -8%
• All Dive Equipment: -3% 
• Advanced Dive Equipment (BC’s, Regulators, Photo Equipment, Dive Computers & Air Cylinders): -14% 
• Entry Level, or Snorkeling, Equipment: +12% 
• Dive Suits: -27% 
• Dive Services: -16%*
  
  *Dive Service numbers are directional only, as services are not always tracked via the same POS system as merchandise.

About Leisure Trends Group RetailTRAK™ - RetailTRAK™ represents Point-Of-Sale (POS) data and covers equipment, equipment accessories, apparel, footwear and apparel accessories for: outdoor, running, snowsport (ski/snowboard), cycling, paddle sports (canoe and kayak), athletic apparel, performance outerwear and scuba dive. The data covers in their entirety the specialty stores, specialty chain stores and specialty Internet merchants who comprise these industries. Tracking all categories sold, down to the brand and model level including category sales and growth, brand share, fastest growing brands, top selling styles and models and trends.

LTG RetailTRAK™ data highlights trends by tracking retail sales of high performance brands and products where the innovators and early adoptors (Alpha consumers or core enthusiast) shop and spend - the specialty merchant.

Leisure Trends' RetailTRAK™ (a monthly (POS) retail sales tracking & trend spotting service) gives you the information you need to know about what's selling at retail. From product sales trends, brand market share to best selling styles - the reports keep you informed.

Our data provides insight into the strengths and weaknesses of brands and helps companies spot opportunities in the competitive marketplace. Understanding retail sales trends is essential to market share growth. Our reports tell you which categories, brands and styles are expanding, which are sitting still and which are shrinking. Reports are published monthly and include brands, styles, price points, dollars sold, units sold, market share and in specialty stores- margins, turns and inventory.

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