New Report Finds Outdoor Market Down in 2023, Expanding Market for Casual Products Drives Changes in Sales Mix

March 19, 2024

Outdoor Industry Association offers exclusive retail sales data to members in new partnership with Circana

BOULDER, CO (March 19, 2024)/OUTDOOR SPORTSWIRE/ –A member-led collective and the outdoor industry’s catalyst for meaningful change, Outdoor Industry Association (OIA) today released key insights from its new 2024 Outdoor Retail Sales Trends Report. Produced in partnership with Circana, the leading advisor on the complexity of consumer behavior, the report details 2023 US retail sales trends in chain, e-commerce, and specialty channels across major outdoor product categories including apparel, footwear, accessories, and equipment.

Key findings from the report include the following:

  • The market was down 3% to $27.5 billion in total outdoor retail sales
  • All three retail channels experienced declines, with at least half of Independent Outdoor Specialty Retailers suffering a double-digit decline in dollars sold
  • Three of the four major product categories contracted (Apparel, Footwear, Equipment), while the Accessories category grew
  • New, more casual participants are changing the product mix in the outdoor market

“Overall, while the outdoor market faced challenges in 2023, there remains great opportunity for growth by understanding emerging market and consumer trends,” said Kent Ebersole, President of OIA. “Our new partnership with Circana provides our members with the turnkey access and insights needed to make informed decisions, adapt quickly to a changing landscape, and drive growth.”

“Circana is thrilled to partner with OIA on this valuable initiative giving association members streamlined access to a holistic, 360-degree view of outdoor market retail sales and trends,” said Michele Arnold, vice president of sports equipment at Circana. “With data collected directly from retailers and covering nearly 600 product categories, Circana is the leading provider of retail trends data to the outdoor market and beyond.”

OIA’s new membership benefit equips industry brands with retail sales data at scalable levels to fit individual business needs, including monthly and annual access, along with exclusive insights, education, and training. Full membership benefits are detailed here.

To provide deeper analysis and insights, OIA will also host a free webinar on Thursday, March 21st, 2024 featuring industry experts and channel leaders as they discuss the dominant retail trends of 2023, forecasted trends for 2024, and strategies for success in the outdoor industry. Panelists include Travis Campbell, Owner and CEO of Eagle Creek, and Hy Rosario, Director of Outdoor at HOKA, as well as a presentation from Matthew Tucker, director of client development for Circana.

Download the Executive Summary of the 2024 Outdoor Retail Sales Trends Report here.

About Outdoor Industry Association

Based in Boulder, Colo., with offices in Washington, D.C., Outdoor Industry Association (OIA) is a catalyst for meaningful change. A member-based collective, OIA is a passionate group of business leaders, climate experts, policy makers and outdoor enthusiasts committed to sustainable economic growth and climate positivity while protecting – and growing access to – the benefits of the outdoors for everyone. For more than 30 years, OIA has catalyzed a thriving outdoor industry by supporting the success of every member company across four critically aligned areas: market research, sustainability, government affairs, and inclusive participation. OIA delivers success for its members through education, events, and business services in the form of solutions and strategies, consultation, collaboration, and opportunities for collective action. For more information, visit outdoorindustry.org

About Circana

Circana is the leading advisor on the complexity of consumer behavior. Through unparalleled technology, advanced analytics, cross-industry data, and deep expertise, we provide clarity that helps almost 7,000 of the world’s leading brands and retailers take action and unlock business growth. We understand more about the complete consumer, the complete store, and the complete wallet so our clients can go beyond the data to apply insights, ignite innovation, meet consumer demand, and outpace the competition. Learn more at www.circana.com.

Media Contact: Chris Denny / Denny, ink. / 435-655-1609 / chris@dennyink.com