Core Shop Year-Over-Year Comps Increase In Q4, Full Year

By Cary
Mon, Jan 31 2011 4:50 am | Comments

December sales comps were up slightly over last year making the fourth quarter enjoy three months of comparable year-over-year sales increases and a strong enough quarter to push the full year into positive comp range. The ActionWatch same-store panel’s sales were up half a point in 2010 compared to 2009 thanks to stronger sales in the accessories and hardgoods categories. Overall year-over-year sales comparisons improved each quarter of 2010 for the panel.

The accessories category showed the largest full category sales increase over 2009 with the strongest performances coming from watches, sunglasses, socks and hats. The hardgoods category increase came from skate hardgoods, protective gear and wakeboard hardgoods (surf hardgood sales were only slightly down).

When breaking out male- and female-gender specific items the stand-out category for 2010 was female footwear with a 6.8% sales increase over 2009. Although female sandal sales were down for the year, the female shoe classification soared with a 69% sales increase.

Many apparel classifications also performed quite well in 2010 with most men’s apparel classes showing increases at varied levels. Sales on the ladies’ side of the store continued to be challenging although sales of pants (non-denim), fleece, jackets and sweaters were up compared to the prior year.

Year-over-year comparable sales improved each quarter of 2010.

The ActionWatch Retail Panel includes 250 surf/skate independent specialty shops across the U.S. and is growing rapidly as more retailers join the free program. Retailers who participate get free access to a set of 50 reports updated each month. Retailers interested in joining the ActionWatch Retail Panel can get more information at www.ActionWatch.com.

All ActionWatch reports are made from the aggregated data of the participating retailers, which are located throughout the U.S. and vary in size from 750-square-foot shops to stores over 10,000 square feet. Data is collected monthly from electronic reports submitted by participating retailers.