Active Americans: Staying That Way

Consumers plan to spend more on sports, but where they spend it is changing.

Data Compiled The Leisure Trends Group

Looking out over the next 12 months, 31 percent of Active Americans plan to spend “more” or “much more” on sports, recreation or fitness products and services in the coming year than they did the past 12 months. Half of Active Americans plan on keeping their spending at last year’s level, while 18 percent plan to spend less. (Chart 1)

Channels Being Shopped
Outdoor Specialty Chain Stores top the list for where Active Americans plan on doing most of their shopping for sports, recreational and fitness products (26 percent of expenditures) this season.

Online is the next most popular channel at 19 percent followed by Sporting Goods Chain Stores and Independent Outdoor Specialty Stores.

The Online channel and Independent Outdoor Specialty Stores show the biggest increases over last year for where Active Americans plan to do their shopping, while Department Stores show the largest decline versus 2008. (Chart 2)

Purchase Influencers for Active Americans

Brand reputation and image remain the top purchase influencers on Active Americans. Manufacturers’ websites also have sizeable influence. (Chart 3)

Female Purchase Influences

In general, Active American women are more influenced by new color, style and fashions in apparel and outerwear choices than men. This is especially true for snowsport apparel where women are more likely than men to cite taking advantage of new colors and styles as their primary reason to purchase a new ski/snowboard jacket.

Women and Snowsports Apparel

Active American women are frustrated with snowsport apparel, finding that the colors and fashions offered are not as appealing as they would like. They also find the fit and technical functionality of the apparel not appropriate for their size or skiing/riding needs. See Chart Four.

Active women are particularly frustrated with the color options in women’s clothing with 42 percent finding apparel styled for them has unappealing color options. They also have problems with appropriate fit with 32 percent stating the style they want is not offered in a short enough size.
Twenty-eight percent of Active females find women’s snowsport apparel does not fit or perform for their needs and 22 percent find it is not technical enough.

The growth in women’s specific products is a trend Leisure Trends Group has reported on in the past. The information here shows there is still opportunity to attract female consumers through product that pays even closer attentions to their specific needs and preferences.

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