2023-08-12 05:40:39
During the pandemic, many Quebecers returned to nature, since it was one of the only ways to travel, or even to leave the house. Much to the delight of outdoor retailers. Now that everyone is equipped with a tent and a bike, how is this market doing?
Posted 1:40 a.m. Updated 5:00 a.m.
“It’s not going to get any worse,” says Adam Ketcheson, commercial director of MEC. But it is certain that the market is much more difficult than during the pandemic. »
“During the pandemic, everyone was buying boats, bicycles, sustainable hiking products,” he recalls.
Read here: the unused travel budget was partly spent on purchasing larger, more expensive equipment that lasts several seasons.
PHOTO JOSIE DESMARAIS, LA PRESSE ARCHIVES
During the pandemic, the unused travel budget was partly spent on equipment purchases, such as bicycles.
Now bike and boat purchases are in good shape. The proof, he says, being that in all the stores, the bikes are on sale.
At SAIL, we confirm.
PHOTO MARTIN TREMBLAY, ARCHIVES LA PRESSE
Norman Décarie, President and CEO of SAIL
We offer more discounts than before. We have no choice, customers are looking for discounts.
Norman Décarie, President and CEO of SAIL
The Canadian chain, born in Quebec more than 40 years ago, therefore puts a lot of effort into complementary products. “The client may have bought his fishing rod, but he still needs accessories, lures to complete it,” continues Mr. Décarie.
The idea is to have a wide range of products, he says, for those who are new to fishing or who already have a well-stocked chest: “We must serve the beginner and the specialist. »
SAIL’s strategy also involves targeted offers to its loyal customers.
PHOTO DAVID BOILY, LA PRESSE ARCHIVES
Sales of outdoor equipment, such as kayaks, surged during the pandemic, but are now in good shape.
More flexibility
Outdoor retailers were all well aware that the pandemic market was circumstantial. But rapid consumer shifts nonetheless require great agility, they say.
“We adapt and that requires a lot of flexibility from the teams,” confirms Maxime Dubois, co-president of Altitude Sports.
For just over three years, outdoor retailers have been watching what’s going on in our lives.
“It was fascinating, because we might see consumer behavior through their purchases,” says Charlie Bunder, vice president of international and sales at LL Bean, who was contacted last month when news of the company’s arrival was announced. channel on Quebec soil.
Mr. Bunder then reported that sales of pajamas and slippers jumped in early spring 2020, followed by those of outdoor products in May and June 2020. Then, outdoor equipment: kayaks, tents… And finally, garden furniture.
Now the market is following some post-pandemic stabilization.
PHOTO CATHERINE LEFEBVRE, ARCHIVES SPECIAL COLLABORATION
Maxime Dubois, co-president of Altitude Sports
At Altitude Sports, three product categories are currently experiencing strong growth, explains Maxime Dubois: travel bags, because people have started to travel once more, camping, for those who have taken a liking to it, and shoes – shoes. shoes and sandals.
According to Maxime Dubois, this trip confirms that the outdoors has become a way of life for part of the population. “People continue to be health conscious,” he says. They continue to want to enjoy nature. Habits have formed. »
PHOTO PHILIPPE BOIVIN, THE PRESS
SEPAQ experienced years of record traffic during the pandemic.
Good habits that stick
This trend can also be seen at the Society of Outdoor Establishments of Quebec (SEPAQ).
“During the two years of the pandemic, we shattered attendance records in a very specific context where people had few other options than going to outdoor establishments,” said Simon Boivin, spokesperson for the SEPAQ.
At MEC, there is a 30% increase this year in camping food sales.
“People appreciated what they experienced and something remains of it,” says Simon Boivin. We’ll see if it holds up in the long term, but right now the impression we have is that those who came during the pandemic are back. »
The pandemic had this good thing: people either increased their frequency of outdoor activities or started doing them. When we know the impacts on people’s health, this contact with nature may just be good news.
Simon Boivin, SEPAQ spokesperson
In outfitters, we have also seen this new clientele arrive, confirms Josiane Lavallée, communications and marketing manager for the Fédération des pourvoiries du Québec. Salmon fishing, she says, has seen a strong resurgence and is continuing.
According to her, the new followers are here for good. They loved it and now include a weekend of hunting or fishing in their vacation routine.
PHOTO FRANÇOIS ROY, LA PRESSE ARCHIVES
Salmon fishing has experienced a strong resurgence since the pandemic and it is continuing.
“People need this return to nature,” says Josiane Lavallée, who specifies that the 2023 season would have been so exceptional if the forest fires had not come to scramble the plans of many Quebecers.
Another data comes to play spoilsport: inflation.
“Of course our customers have less money in their pockets than before,” says Adam Ketcheson of MEC. We see it every day. According to him, inflation is greatly felt in outdoor stores across Canada and even in the United States.
PHOTO IVANOH DEMERS, LA PRESSE ARCHIVES
Inflation is having a big impact on outdoor stores across Canada and even in the United States, says Adam Ketcheson, commercial director of MEC.
The crowd in the stores is greater. But people are buying less and looking for bargains.
Adam Ketcheson, MEC Chief Commercial Officer
For this same reason, consumers are less loyal to their retailer. “I’m sure my customers shop at La Cordée,” admits Adam Ketcheson. And probably at Sports Experts and at Atmosphere and SAIL. »
He’s not the only one to think so. “The customer is perhaps a little less loyal, confirms Norman Décarie, of SAIL. We must then make sure to make him offers to prevent him from going elsewhere. »
PHOTO HUGO-SÉBASTIEN AUBERT, LA PRESSE ARCHIVES
Fishing, like camping, are affordable activities in this time of inflation.
On the other hand, the president of SAIL also sees inflation as an element that can be positive for the outdoor market: generally, going camping or going fishing costs less than a trip abroad.
“These are safe haven activities in this time of inflation,” he says.
PHOTO PHILIPPE BOIVIN, LA PRESSE ARCHIVES
The pandemic and inflation have transformed the behavior of outdoor customers.
Choose your products
As with all shopping, the pandemic and inflation have transformed the behavior of outdoor shoppers. At Altitude Sports, we rely on the philosophy “buy less, but buy better”.
“Our goal is for people to be able to use our products for a few decades, not a few years,” says Maxime Dubois.
The positioning of this Quebec retailer depends a lot on the ecological values that thrill outdoor enthusiasts. Altitude Sports intends to play this card hard. In particular with a delivery in electric mode for Montreal.
PHOTO PHILIPPE BOIVIN, LA PRESSE ARCHIVES
With the pandemic, people realized they needed this return to nature. Now the outdoors has become a way of life for part of the population.
“Customers, at the same price, will tend to buy more if there is an ecological delivery option,” says Maxime Dubois. Altitude Sports is a virtual retailer only. Although it is not excluded, a return with stores having a storefront is not in the plans of the Quebec company for the moment.
Learn more
10 million In 2021-2022, SEPAQ recorded a record attendance in its Quebec national parks, with 10.1 million visits. Since then, attendance has fallen to 7.9 million (day-visits, not visitors) for 2022-2023, but this is beyond the pre-pandemic level of 5.7 million for 2019-2020.
source : SEPAQ
1691838085
#outdoor #market #sell #campers #tent
