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 tents and bikes, how is this market doing?
“It’s not getting any worse,” says Adam Ketcheson, MEC’s Chief Commercial Officer. 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: Part of the unused travel budget was spent on bigger, more expensive gear purchases that last multiple seasons.
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.
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 that,” Mr. Décarie continues.
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 trunk: “We have to serve the beginner and the specialist. »
SAIL’s strategy also involves targeted offers to its loyal customers.
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 could see consumer behavior through their purchases,” said Charlie Brunder, vice president of international and sales for L.L. channel on Quebec soil.
Mr. Brunder reported that sales of pajamas and slippers jumped in early spring 2020, followed by 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.
At Altitude Sports, three product categories are currently experiencing strong growth, explains Maxime Dubois: travel bags, because people have started to travel again, camping, for those who have taken a liking to it, and shoes – shoes. shoes and sandals.
According to Maxime Dubois, this move 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. »
This trend is also seen at the Society of Outdoor Establishments of Quebec (SEPAQ).
“The two years of the pandemic, we shattered attendance records in a very particular context where people had few other options than to frequent outdoor establishments,” said Simon Boivin, spokesperson for the SEPAQ.
At MEC, there’s been a 30% increase this year in camping food sales.
“People appreciated what they went through and there’s something left 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. »
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.
“People need this return to nature,” says Josiane Lavallée, who points out 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.
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 may be a little less loyal,” confirms Norman Décarie of SAIL. We must then make sure to make him offers to prevent him from going elsewhere. »
On the other hand, the president of SAIL also sees inflation as something 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.
As with all shopping, the pandemic and inflation have transformed the behavior of outdoor shoppers. At Altitude Sports, we focus on the philosophy “buy less, buy better”.
“Our goal is for people to be able to use our products for decades, not 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 map hard. Especially with a delivery in electric mode for Montreal.
“Customers, at the same price, will tend to buy more if there is an eco-friendly 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.
