Skiing is one of the world’s most popular winter pastimes. We’ve compiled some new and interesting insights about skiing in 2022. Check out these 27 ski statistics to learn more about the state of the industry. We’ll also examine the effects of COVID-19 on the industry so far.
The Effects of COVID-19
Snowsports Industries America (SIA) surveyed snowsports enthusiasts in August 2020 and April 2021. They discovered some valuable insights about skiers’ expectations and realities relating to the 2020-21 ski season. With the COVID-19 pandemic hitting most of the United States near the end of the previous ski season, this season was the first time ski resorts would be affected by COVID protocols.
Here’s what SIA found:
1. While skiing enthusiasts were more likely to overestimate their activity headed into the season, they did not overestimate their likelihood to make a purchase.2
2. 53% of respondents expected to buy ski area passes and 66% reported purchasing ski area passes.2
3. While 51% of respondents expected to do more resort skiing, only 24% reported actually doing more resort skiing. A similar trend was seen for backcountry skiing, uphill skiing, and cross-country skiing.2
4. Respondents felt more optimistic about the 2021-22 ski season than they felt about the 2020-21 season.2
5. 35% of respondents said they would take a snowsport vacation during the 2021-22 season. Another third said they would only take a snowsport vacation if it was safe to do so.2
6. 35% of the respondents wished snowsport companies would show more diversity in the images used in marketing materials.2
7. 58% of respondents wish snowsport companies would be more welcoming to all people.2
8. 68% of respondents expect snowsport companies to lead on climate change.2
9. The percentage of respondents who said they participated in snowsports over the last 12 months only decreased from 89% to 86% from August 2020 to April 2021.2
10. The average number of participation days in snowsports remained steady from August 2020 to April 2021.2
11. Respondents in the Northeast reported participating in fewer snowsports days than those from the West and other regions.2
12. Enthusiasts in other regions reported more snowsports days over the last year in April 2021 than they did in July 2020. In the West, days remained about the same.2
13. Just over half of enthusiasts said they participated in snowsports to the same degree or a higher degree than before COVID-19.2
While ski resorts have mostly returned to normal operations, the industry’s supply chains will remain impacted for years to come.
Retail Information
SIA collected additional data from snowsports enthusiasts in March 2022. This survey focused more on retail purchasing decisions and brand engagement.
SIA’s updated data provided the following information:
1. 51% of respondents considered free shipping to be “very important” when considering outdoor goods.3
2. 61% of respondents considered free-return shipping to be “very important.”3
3. Respondents cited that the biggest reason that they did not order gear online was that they wanted to get the right size or fit of gear in the store. The respondents specifically cited a desire to get the right boot fit as their biggest concern.3
4. Fitness trackers or smartwatches were the most desired tech product by snowsports enthusiasts.3
5. Respondents were slightly more likely to purchase equipment in-store and apparel online.3
6. Most enthusiasts follow snowsports brands on social media to stay informed on the latest gear and to be notified of sales and special offers.3
7. 47% of respondents don’t follow any brands on social media. Those who do only follow less than five brands.3
8. Instagram and Facebook are the most popular social media platforms among respondents.3
Holiday Shopping and Sport Participation
In November 2021, Outdoor Industry Association (OIA) surveyed snowsports enthusiasts to predict holiday shopping and sports participation.
Here’s what they found:
1. 160.7 million Americans, more than half of the U.S. population, participate in outdoor recreation activities including skiing, mountain biking, sledding, hiking, snowshoeing, trail running, and walking outdoors.4
2. More than 80% of respondents planned to purchase apparel that holiday season.4
3. 76% of respondents planned to buy equipment in the future.4
4. The majority of respondents planned to shop at brick-and-mortar specialty shops.4
5. 58% of respondents said they plan to travel more than 100 miles to participate in outdoor activities this winter, and the majority plan to travel by car to their destinations.4
6. Respondents reported that they were working in flexible environments that allow them more time outdoors and they plan to participate in outdoor winter activities as much or more during the week as they do on weekends.4
Conclusion
There is a lot of information to be gleaned from these statistics. These last few years of skiing have been different than expected yet participation remains high. Despite the challenges of the pandemic, skiers have not lost any enthusiasm for the sport. Skiers are eager to get back to the mountains and to be outfitted with proper gear and equipment.
So how do you compare to the ski enthusiasts surveyed? Do you agree with their statements and preferences? We hope this article has been insightful and informative.
As you prepare to hit the slopes this season, look to Wildhorn Outfitters for all your skiing needs. Wildhorn gear is optimized for performance, value, and quality. Whether you are a beginner or advanced, Wildhorn is designed to help you level up.
Works Cited
1. Allen, E. J. B. (n.d.). Skiing. Encyclopædia Britannica. Retrieved June 7, 2022, from https://www.britannica.com/sports/skiing.
2. Snowsports Industries America. (2021). (rep.). The Impacts of COVID-19 on Snowsports Consumers End of Season 2020-21 Report (pp. 1–61).
3. Snowsports Industries America. (2022). (rep.). March 2022 Online Behaviors (pp. 1–1).
4. Davis, K. (2021). (rep.). 2021 Holiday Season Special Report - Outdoor Participation and Purchases (pp. 1–10). Outdoor Industry Association.
