Winter is coming: REI sees big uptick in ski sales

Enlarge Photo

Crystal Mountain

Much like ski resorts are bracing for an influx of customers as the snow improves this year, retailers are also seeing an uptick in sales.

Rachel Lerman

Staff Writer- Puget Sound Business Journal

Email  |  Twitter

The weather we've been bundled up against – freezing cold by Seattle standards – is proving a boon for a favorite Northwest outdoor retailer.

Kent-based REI said snow outerwear is selling far beyond its expectations, said Tom Kimmet, REI general merchandising manager.

"We sense there is an increased desire to go skiing or snowboarding after such a poor season last year on the West Coast," Kimmet said. "Snow across much of the nation, and threats of snow in the Northwest, may also help remind customers to check out new gear."

Last year was a disappointing one for skiers and snowboarders, when the snow came late in the season. Washington ski resort attendance dropped 22 percent below the previous year, the PSBJ reported in this week's cover story(subscription required).

Much like the ski resorts, which are bracing for an influx of customers as the snow improves this year, cold weather retailers are also seeing an uptick in sales.

Sales in the REI Alpine Ski department have been higher than last year each day since the middle of November.

Another hot trend: camping. November camping and backpacking sales are up more than 15 percent over last year, said Michele Orr, REI general merchandising manager.

Read more about the oncoming snow and what area resorts have in store for the season here.

Rachel Lerman covers technology and retail for the Puget Sound Business Journal.