March 2013 IBD Sales Summary
Below normal temperatures and the 10th largest March snow coverage on record sent IBD sales into a deep freeze. Compared to an anomalous and record-setting March 2012, all merchandise sales totaled $247M, a significant 23% drop. Units fell a near equal 24% while average retail-selling prices eked out a modest 1% gain.
Bicycles crashed 32% as 160,000 units rolled out IBD doors this March, nearly 76,000 fewer than last year. Bicycle dollars, down 25%, reached $129M this March
as the average bike sold for $807, an 11% increase. Nearly all major bike categories posted double-digit unit and dollar losses, except for 29ers. The larger wheeled MTB’s momentum carried it up and over another difficult month to total $24M, a solid 12% more than March 2012. Twenty-six inch models, however, dropped 44% to settle at $14M.
As with bikes, nearly every merchandise category posted March losses. Apparel shed 27% to total $11M, aftermarket parts fell 19% to $44M and aftermarket accessories dropped 22% to $44M. The lone bright spot in merchandise sales proved to be action cameras and action camera accessories, up 91% to $6M.
March 2013 vs. March 2012: Dollar Sales
All Bicycles: -25%
Road Bikes: -22%
Mountain Bikes: -18%
Transit/Fitness Bikes: -35%
Lifestyle/Leisure Bikes: -27%
Aftermarket Parts: -19%
Aftermarket Accessories: -22%