Analysis of Trending Boat Sales and Market Insights in the US
The US boat sales market showed positive trends, with total sales surpassing 250,000 for the first time since 2008. Key segments such as main powerboats, ski and wave boats, and personal watercraft recorded notable increases. The Marine Retailer Sentiment Index also demonstrated optimism among dealers despite challenges like scarcity of used boats. Sailboat sales saw significant growth in new units sold, with moderate-sized sailboats leading the increase. A study highlighted different first-time boat buyer personas, emphasizing the role of boating participation in driving purchases.
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Riding a Crest of Successful Sales o Statistical Surveys reported during April 2017 that 2016 US boat sales totaled 258,879, a 5.4% increase from 2015, and was the first time more than 250,000 boats were sold during one year since 2008. o A majority of those boats sold were in the main powerboat segment, totaling 169,121, with outboard fiberglass boats sales increasing 5.8%, aluminum pontoon boats, +9.4%, and aluminum fishing boats, +3.7%, the top three categories in the segment. o Ski and wave boats registered the highest increase for a single category, at 11.7%, while personal watercraft, which is not one of the primary powerboat segments, increased 7.6% to a total of 59,419.
A Bright Horizon for 2017 o May was the best month for boat sales during the first 5 months of 2017, increasing 8.5% in 23 states that represent approximately 56% of the total US boat market, and an increase of 3.3% year-to- date in the primary segments. o Leading the way were 11 50-foot fiberglass outboards, at +10.5%, followed by aluminum fishing boats, +9.8%, and aluminum pontoon boats, +7.5%; however, all 31 40-foot cruisers decreased 6.6% and all 41 65-foot yachts decreased 16.9%. o Personal watercraft registered a double- digit increase for the third consecutive month, at 12.8%, and +10.6%, for the first 5 months of 2017.
Dealers Like Their Course and Heading o The Marine Retailers Association of the Americas/Baird Marine Retailer Sentiment Index for April 2017 was 80, a slight one- point decline from March s 79, but 9 points more than April 2016 s index of 71. o Although the three-to-five-year outlook was unchanged from March to April, at 71, it was still 4 points greater than the index of 67 for April 2016. o Despite an optimistic current and future index, dealer challenges include a scarcity of used boats and savvy consumers who are better informed, and enter the buying process knowing what they want.
Sailboat Dealers Looking for a Fair Wind o The National Marine Manufacturers Association reported that 6,500 units of new sailboats were sold during 2016, a 16.1% increase from 2015, when units sold decreased 25.3%. o Brokerage sales of sailboats during Q1 2017, totaling 1,033, were essentially the same number as Q1 2016. Sales of moderate-sized sailboats of 12 to 19 feet increased 23.4%, and represented 63.9% of all new sailboats sold. o Brokerage sales of sailboats decreased 3% during April 2017, or a total of 457 units.
Adding to the Crew of First- Time Boat Buyers o A 2017 study from Grow Boating, titled First- Time Boat Buyer, found that boating participation is the primary driver of transforming someone into a first-time buyer. o The first three first-time buyer personas the study identified are Gear Guys, mostly young men interested in boat tech and specs; Merry Mates, who regard boating as a family activity; and Luxurious Leisurers, who consider a boat a status symbol. o The other three first-time buyer personas are Water Weekenders, who plan boat outings for family and friends; Seclusion Seekers, who view boating as an escape like hiking and camping; and Nautical Natives, who consider themselves boating experts.
Angling for Fun o A boat is a necessary for many fishing activities; but the 2016 Special Report on Fishing stated that 300,000 fewer Americans participated in fishing during 2015. Of all Americans 6 years of age and older, 45.7 million went fishin during 2015. o New fishing participants were primarily women, at 46.2%, compared to 34.4% for all female anglers, and children 6 12, with 38.7% new to the activity, compared to 14.7% of all fishing participants in this age group. o Unfortunately, women also accounted for a significant percentage of lost fishing participants, at 41.8%. A higher percentage of adults 45+ were also lost to fishing, at 43.7%, compared to 38.3% of all adults fishing in this age group.
Advertising Strategies o If your station is in one of the top 10 states, based on May 2017 boat sales, then show local dealers why TV advertising will help them maximize their opportunities, especially for reaching more of the population who could be convinced to become a boat owner. o Share the personas of first-time boat buyers with prospects and clients, and explain the broad range of programming your station offers to reach these consumer niches with custom messages. o If your sportscasts include a local fishing report, then that is an excellent sponsorship for local boat dealers. If your station doesn t provide this information, then recommend it to programming for a 13-week test, with an advertiser you ll land.
New Media Strategies o With more interest among women to fish, suggest dealers use Pinterest and create pins that displays fashion suggestions for boating and fishing. A dealer can possibly do this with a local women s clothing store that does or could offer these items. o Suggest to programming an on-air personality boating and/or fishing adventure, with a local dealer providing the boat. It s an opportunity to show station personalities in a different environment and it makes for perfect video footage online, and even during a broadcast. o Dealers may want to consider a series of Gear Guys videos that explains the tech and specs of new boats in an attempt to attract young men to boating. Post the videos primarily on Instagram and test them on LinkedIn.
