The outdoor retail market has experienced a dynamic shift since 2020, with significant growth early on, followed by a sales spike in 2022 and a slowdown over the past two years. In 2024, the market managed a modest 1% growth, marking a recovery from the 3% decline seen in 2023. While core outdoor consumers continue to drive high-end purchases, casual participants are shaping broader sales trends. Apparel sales remained stagnant, equipment sales declined slightly, and accessories and footwear saw positive growth. Price sensitivity among consumers, shifting product preferences, and seasonal sales patterns have played a critical role in shaping the market. Retailers and brands must adapt to these trends by focusing on high-growth categories and expanding participation among core outdoor enthusiasts.

Key Insights

• Outdoor market retail sales totaled $28 billion in 2024, up 1% compared to total sales in 2023, though growth has slowed since the 2022 sales spike.

• Casual product categories are driving more sales than technical gear, reflecting a broader shift in consumer behavior. While core consumers spend more per purchase, they remain a smaller segment of the market

• Apparel sales stayed flat at $15.7 billion, with a 2.5% decline in units sold. Seasonal sales spikes occurred during spring clearance and the holiday season, with men’s apparel leading but women’s products showing growth potential.

• Equipment sales dropped 1.3% to $5.6 billion, despite a 2.5% increase in unit sales, as average prices fell. Hydration and optics accessories showed strong growth, while recreational kayak sales declined sharply.

• The accessories category grew 3.7% to $1.5 billion, with sunglasses and tote/shopper bags leading the surge. The shift away from single-use plastics boosted tote bag sales by 77%.

• Footwear sales rose 4.3% to $5.2 billion, driven by a 10.3% increase in average sale price. Road running shoes dominated, and a late-year cold snap fueled growth in boots and winter footwear.

Outdoor Market Sales Up 1% in 2024

Outdoor market retail sales totaled $28 billion in 2024, up 1% compared to total sales in 2023. Outdoor product sales spiked significantly during the Covid pandemic and total sales in 2024 were up 26.3% compared to sales in 2020. However, the pandemic-driven sales boom crested in 2022 and compared to that year, 2024 sales are down 1.4%. The athletic specialty and sporting goods (ASSG) sales channel that includes large outdoor retailers including Dick’s, REI, and Big Five has been most successful in holding onto pandemic sales gains over the past five years. Sales through the ASSG channel were up 1.9% in dollars sold in 2024 compared to 2023 to $21 billion or 73% of total outdoor retail market sales. The independent specialty retail sales channel’s sales were down 1% compared to 2023. Smaller independent specialty retailers have struggled over the past two years with a 10% reduction in dollar sales since 2022 but the last three months of sales in 2024 were positive and momentum was strong in this channel heading into 2025. The retail ecommerce channel that represents online sales from both ASSG and independent specialty retailers appear to be used most by consumers looking for bargains on higher priced items. The average sales price in retail ecommerce was 69.73 compared to $46.46 in independent specialty, and $39.01 in ASSG retail. The retail ecommerce channel has been shrinking consistently over the past four years and is down 9.8% compared to sales in 2020 and down 2.9% compared to sales in 2023. Overall, compared to 2023, the outdoor retail market had a lukewarm year with 1% growth was better than the 3% decline in sales experienced in 2023.

OIA Intelligence: From Core to Casual

The center of gravity in the outdoor industry has shifted. Growth isn’t being driven by core users anymore. It’s the casuals: the weekend hikers, the car campers, the folks who wear trail runners to the office and a puffy to the coffee shop who are showing up in the numbers. They’re buying lifestyle apparel, versatile footwear, insulated drinkware, and entry-level gear. What those folks aren’t buying are high-end technical equipment. 

About this Report

We’ve partnered with Circana, formerly known as NPD, to provide our members with retail sales trends in chain, e-commerce, and specialty retail channels across outdoor product categories, including apparel, footwear, equipment, and accessories. Gain access to the full 2024 Outdoor Retail Sales Trends Report, along with all member benefits and resources, when you join OIA.

OIA members, download the full report and data in your Member Portal.

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