Home Blog Understanding Seasonality in Active Apparel and Footwear
May 17, 2017

Understanding Seasonality in Active Apparel and Footwear

Subscribe to our blog

After another cold, harsh winter, the weather in Canada is starting to get warmer and the snow has finally melted away. Perhaps not surprisingly, it’s common for consumers at this time of the year to start thinking about outdoor activity again. Traditionally, there is a strong seasonal period that generally starts to ramp up in March when consumers begin to increase their spending on active apparel and footwear. This strong seasonal period tends to continue throughout the spring, peaking in August before a slowdown in the fall.

As Canadians awaken from their hibernation there is also traditionally a surge in spend on apparel and footwear for sport or exercise. This trend tends to increase as spend on athleisure (a category more typically tied to the holiday peak) slows. Sports participation is a key driver of apparel and footwear sales as participation rates for sports/exercise is nearly 90 per cent in Canada, compared to 78 per cent in the US.

Perhaps unsurprisingly, millennials have become an important underlying driver of this seasonal period of strength. Millennials have continued to slow their spend on active footwear and apparel - from +18 per cent in 2016 to +6 per cent in 2017. This decrease is largely attributed to the athleisure category, which has seen its growth drop from +20 per cent in 2016 to +6 per cent in 2017.

And while active millennials (those consumers buying for sport use) have also slowed their spend, this category is still outpacing athleisure at +7 per cent in 2017. This is far from a surprise as 95 per cent of the millennial cohort is active, and nearly 30 per cent identify themselves as a core athlete (3X that of the overall population).

Interestingly, when we look at sales for the use of an individual sport/exercise (running, working out, golfing, etc.) this spend is in decline while the spend on outdoor activities (hiking, camping, swimming, etc.) is up +10 per cent year over year. This suggests that Canadians are changing their preferences when it comes to the activities they participate in.

For example, camping is now a top activity for millennials in Canada with 36 per cent participation compared to only 13 per cent in the US. This represents the widest gap in participation rates of any sport/activity between the two countries.

So whether it’s camping, golfing, or running, be sure to get out there this spring to enjoy all that Canada has to offer!


Stay current in your industry
SUBSCRIBE

Related Blog Posts

Tagged: Sports


Make Way for the Anglers
Make Way for the Anglers

Fishing has established itself as a growth driver for the U.S. paddlesports market, but is also emerging as a focus of growth for the broader specialty outdoor market. Dirk explains how, and why, fishing apparel and equipment are making their way into more stores that once avoided the category.

Sneakernomics: Back-to-School 2019 Athletic Footwear Trends
Sneakernomics: Back-to-School 2019 Athletic Footwear Trends

NPD’s sports industry advisor Matt Powell offers up his perspective on how the back-to-school season of today differs from years past, and what athletic footwear brands and products are trending this year.

Sneakernomics: Athletic Footwear and Activewear’s Performance in the 1st Half of 2019
Sneakernomics: Athletic Footwear and Activewear’s Performance in the 1st Half of 2019

NPD Sports Industry Analyst Matt Powell reviews the performance of athletic footwear and activewear categories during the first six months of 2019. From sport and performance footwear to athletic attire and more, this performance review takes a look at where the industry currently stands and could potentially be heading.

Sneakernomics: First Half 2019 Team Sports, Golf and Fitness Equipment
Sneakernomics: First Half 2019 Team Sports, Golf and Fitness Equipment

Given all the headwinds in team sports and golf, the industry fared better than expected in the first half of 2019. In this post, Sports Industry Analyst Matt Powell breaks down increases and declines from the first half of the year.

Newsletter

Subscribe and get key market trends and insights relevant to your industry each month.

We will not sell your information. View privacy notice.

Follow Us

© The NPD Group, Inc.