Consumers go outside as garages overflow with kettlebells & stationary bikes
AEO, CWH ELY, LE, NLS, PTON, SEAS, SEAS
To start April our email intelligence is indicating potentially significant changes in consumer shopping behavior. Temperatures are warming, and coincident with a COVID positivity rate in California sinking to 1.5% the state is relaxing restrictions and Americans are looking to get out.
Our ensemble indicates sharp decelerations in ‘garage’ fitness equipment such as Bowflex, Nautilus and even Peloton. Have we finally maxed out our kettlebell collections? Our email intelligence tracking various order confirmations shows volumes near 6 month lows.
On the positive side, our email intelligence tracking ticket confirmations indicates the broader reopening of Sea World and Magic Mountain has generated explosive demand in getting out to the theme parks.
Our ‘Spotlight’ report focuses on identifying the bullish combination of declining promotional email activity coupled with rising organic online traffic. The names with the biggest strength share a common threat of getting outside. These include: AEO’s swimsuit line Aerie, ELY and Calloway’s new ‘Epic’ drivers and irons, LE with Land’s End outerwear and swim and CWH camping gear.