Ready to hit the slopes? The 2024 ski and snowboard season has seen unseasonably warm temps so far, with U.S ski resorts ready to take in extra guests. In fact, winter sports are having a bit of a moment post-pandemic: US ski areas saw record breaking levels of visitors in 2022 and 2023. If last year’s trend continues, 60 million Americans set to hit the slopes this year – and ecommerce brands are gearing up to kit them out.

So what can online stores expect to see from shoppers this holiday sales season? Here are a few of the most interesting winter sports trends:

1️⃣ Core Winter Sports Equipment Sales on the Rise

Core ski, snowboard, and skate gear make up only part of the winter sports equipment market, an industry expected to grow at around 4% per year. As health-conscious teenagers (and adults) become more active in winter sports like figure skating, alpine skiing, cross country skiing, ski jumping, or snowboarding, the market for equipment is predicted to expand as well. 

The National Ski Areas Association (NSAA) says 96% of minors wear a helmet when they ski, which is a high water mark in itself. Helmets have to come from somewhere! Sales of winter sporting equipment (like helmets) are on the rise for both beginners and pros: the most recent estimates suggest the winter sport equipment market reached $1.785 million in 2024, and is expected to hit $2,470 million by 2034. Considering the NSAA just 25% of skiers don a helmet in 2002, so much growth seems like a very real possibility. 

States like California, New York, Colorado, Illinois, and Massachusetts boast the highest numbers of people who ski and ride, but this could be due to population. When you look to Google Trends data on searches related to skiing, states like Utah, Montana, Alaska, and Vermont (unsurprisingly!) top the charts.

2️⃣ Technical Gear with Tactical Skills

The United States accounts for most of the market for global activewear – even if the buyers aren’t hitting the gym. Of course, US buyers purchase even more activewear if they have an affinity for yoga, fitness, or sports! Millennials and Gen Z consumers are the ones making activewear purchases, with a sharp upward trend in purchasing intent beginning around 2023. 

The median age of a winter sports resort visitor is 35 nationally in the United States, so ski, snowboard, and skate related activewear may also see growth. 

Young American buyers are interested in buying new gear and improving on what it can do. For these cold-weather pros, knowledge and interest in fitness and wellness activities is on the rise. With wearable tech now prevalent in daily life, demand for new gear on the slopes is increasing as well. Smart helmets, gloves with sensors, avalanche safety airbags or sensor-equipped skis are designed to make the skiing and snowboarding experience safer, more comfortable, or easier to learn. 

3️⃣  Fashionable Resort Wear for Style-Conscious Snow Sports Enthusiasts 

(who never repeat an outfit)

There’s plenty of room for fashion-conscious skaters, skiers, and snowboarders on the slopes, too. According to the NSAA numbers, extra-large resorts take in 60% of American skiers and snowboarders each year. Smaller ski areas make up the bulk of America’s slopes, but serve just 13% of the ski-going population: which means skiers are most likely hitting up fashionable destinations like Aspen or Telluride, or Park City, or skiing at resorts like Powdr, Boyle, and Vail. 

Donning one of Prada’s snowsuits (and standing out on the slopes in delicate pink and gossamer blue) may look glamorous, but technical (and fashionable) snow gear  is an investment. It’s easy to imagine the expert tech that makes ski boot sensors or GPS helmets coming at a cost, but plenty of technology also goes into making each garment warm, durable, and waterproof. It should come as no surprise, then, that many winter sport enthusiasts are choosing to rent their stylish gear instead of buying it. Ski-clothing rental businesses and ecommerce brands are one trend ecommerce stores can expect to see more of in coming years – although customer service and stockout challenges can be something to watch. 

There is plenty to look forward to for ecommerce brands looking to dip their toes (er, ski boots) into the winter sports space. Americans are heading to the slopes in higher numbers, and demand for core equipment, high tech gear, and fashionable slope-style is on the rise. Online storefronts shouldn’t be afraid to tap into some of this enthusiasm for winter fun – or even enjoy time in the mountains themselves!