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SALT LAKE CITY (Sept.
7, 2001) - Sales of
fly-fishing gear and
clothing increased 18.1
percent since 1998 according
to a recently-released
retail study titled,
“The Fly Fishing Market
in the U.S. 2000.” The
study was commissioned
by the American Fly
Fishing Trade Association
(www.affta.com), the
over 400 member organization
of fly-fishing manufacturers,
retailers, outfitters,
guides and specialty
media, based in Kelso,
Wash. Results were announced
in Salt Lake City on
Sept. 7, 2001, at AFFTA’s
annual industry breakfast
during the Fly-Fishing
Retailer World Trade
Expo.
According to The Leisure
Trends Group, Boulder,
Colo., which conducted
the retail study, U.S.
fly-fishing sales in
2000 amounted to $678
million, compared to
$572 million in 1998,
with overall dollar
sales up from 1999 in
all regions – particularly
the Rockies and the
West.
The AFFTA retail study
was conducted among
400 fly-fishing specialty
stores with single and
multiple locations,
independent sporting
goods stores, sporting
goods chains that carry
fly-fishing equipment,
and mail order/Internet
stores. Sales through
mass merchants such
as Wal-Mart and Kmart,
large mail order companies
such as Bass Pro, Cabela's,
and department stores,
are not included in
this study.
The retail study is
available to members
of AFFTA for $250; the
cost to non-members
of the association is
$500.
The AFFTA study also
reveals dollar sales
were strongest for rods
($115 million), flies
($92 million) and reels
($83 million). Since
1999, fly rod dollar
sales are up 10.7 percent;
fly reel dollar sales
are up 11.9 percent;
wader sales (dollars)
grew 14.0 percent; and
sale of apparel increased
9.0 percent. The retail
study also shows line
sales are up 15.4 percent
in dollars since 1999
due to strong purchase
activity.
According to the study,
the role of the Internet
in day-to-day operations
is becoming increasingly
important – the percentage
of stores offering Internet
sales has eclipsed the
percentage offering
mail order/catalog sales;
Internet sales are up
22.6 percent; and the
majority of fly-fishing
retailers use the Internet
as a business tool.
The AFFTA study also
shows fly-fishing retailers
are successfully growing
their customer bases
through a variety of
formal and informal
programs – but word-of-mouth
is most effective. The
fly-fishing customer
population skews heavily
male, but a measurable
portion of purchasers
are female.
Retailers have become
“ambassadors” to the
sport, introducing a
measurable portion of
their customer base
to fly-fishing. Also
adding to future growth
is AFFTA’s new Discover
Fly Fishing (www.discoverflyfishing.com)
consumer program aimed
at beginners and bait
anglers who attend consumer
sports expos. DFF is
also expected to reach
women through a tie-in
with retail giant Bloomingdale’s.
An August test promotion
at two Chicago-area
stores attracted over
300 potential new fly-fishing
anglers.
To order a copy of
“The Fly Fishing Market
in the U.S. 2000,” contact
Rori Coward, managing
director, AFFTA, 360
636 0708; fax 360 636
3971; info@affta.com;
www.affta.com.
# # #
9-7-01
Contact:
Jeff Blumenfeld Blumenfeld
and Assoc. PR 203 855
9400 / blumassoc@aol.com
cell 860 655 4801
Rori Coward American
Fly Fishing Trade Assoc.
360 636 0708/info@affta.com
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