By Jennifer Mazur - Courtesy Archery Trade Association
Data and reliable facts play a pivotal role in making critical business decisions. In 2023, the ATA launched a quarterly survey to address the need that business owners have for those data sets. These surveys provide insight from archery retailers across the country that help members adapt to changing conditions locally and throughout the country.
The ATA shares the data gathered from the survey with distributor, manufacturer, and retailer members in an easily digestible report, presented collectively for each region. While the shops that respond to the survey are not identified in individual responses, since each region of the country is represented in the report, retailers and manufacturers can study any discrepancies in the results and adjust accordingly, based on the data in their region.
The data gathered through the survey provides insight into service trends, range time, the percentage of merchandise sales by product category, types of bows, price ranges of bows, customer experience level, and foot traffic. The survey also covers seasonal questions regarding what’s trending and what’s not, business challenges and what customers are saying.
Quarters are divided as follows: Quarter 1 is January through March, with the report released in May; Quarter 2 is April through June, with the report released in August; Quarter 3 is July through September, with the report released in November; and Quarter 4 covers October through December, with the report released in February. The latest Retail Trend Tracker Survey reviews information from Quarter 4 and is now available to members at no charge on the ATA’s Member Dashboard through the Resource Library. Not a member? Join today and access the detailed report.
Key takeaways from the latest report show that confidence levels are down in the South and Northeast but remain steady nationally. Sales are down significantly compared to Quarter 4 of 2023 on bows, arrows, and accessories, while bow technician services and coaching continue to grow in importance when forecasting future growth areas. Visit the ATA’s Learning Center to access the ATA’s Bow Technician Certification courses for your shop. Classes and lessons are also proving to be a good addition to any archery shop’s business model.
When it comes to the types of bows being sold, compound bows are dominant nationally, but the regional data reflects a different story.
The data is compared to all previous quarters, including the same quarter from last year. Photo Credit: ATA
Results are presented in an easily digestible format with different charts and line graphs to make the numbers easy to grasp at a glance. The data is compared to all previous quarters, including the same quarter from last year. Comparing the data from Quarter 4 in 2023 to Quarter 4 in 2024 shows that crossbow sales nationally have gone up 10 points.
Additional sales data covers which price range customers are gravitating toward, as well as the percentage of sales of each product type; bows, arrows, accessories, and services such as coaching or bow technician work. This data allows you to see how your shop compares to your peers. Manufacturers and retailers can also get a sense of how much inventory they should have on hand. Comparing your inventory with that of other shops in your region can help you determine whether what you have is working or give you a sense of how you might increase or decrease it.
Open-ended questions, including which products are top of mind for your customers, yield very specific information. Photo Credit: ATA
Customer demographics—including level of experience—are included in the report as well. Open-ended questions, including which products are top of mind for your customers, yield very specific information. For instance, in the South, heavy arrows and saddle hunting are mentioned every quarter. In the most recent survey, Northeast customers cited the lack of deer and access to hunting areas, which no other region mentioned. Every region noted customers who were interested in the advancements in arrows, specifically Easton arrows.
Across the board, Mathews and TenPoint remain popular, but there are accessories and other products that customers are excited about, too. Online and direct-to-consumer sales continue to be a challenge for shops. There are also regional challenges; for example, archery tags are an issue in the West.
The quarterly reports are a free ATA-member benefit that provide valuable data. They are part of our mission to grow the sports of archery and bowhunting and support members through advocacy, education, and business support. Together, our members are archery and bowhunting’s most powerful and collective voice. Our hope is that this information will provide critical industry guidance as you look to thrive and adapt to emerging trends. ATA members can download the quarterly survey reports at no charge. Non-members can purchase the resource for $250 per survey or $450 for all surveys from the previous year.
Want to learn more? Become an ATA member today to access the latest Retail Trend Tracker Survey and all previous survey results on the Member Dashboard. To learn more about becoming a member, contact ATA’s director of membership, Kim Watson, at kimwatson@archerytrade.org. Visit our Member Dashboard and join today!
