Parents are Buying More Sporting Goods for Their Kids

BY Rachel Cagle
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"As U.S. consumers tackle ways to keep themselves and their families busy, active, and fit during this time of social distancing, sports and home fitness equipment as well as children’s and adult leisure bicycles have seen double- and triple-​digit sales increases," according to retail sales data from The NPD Group. Sporting goods retailers can promote their wares as a way to keep parents and their children entertained and healthy during social distancing.

Popular COVID-​19 Era Sporting Goods

With both schools and playgrounds closed indefinitely, parents have had to do what they can to provide their kids with sports activities at home. They've been purchasing sporting goods, such as goals, nets, hoop systems and balls for an array of sports, from soccer and basketball to lacrosse and golf to accomplish this. Sports at home are providing kids with the athletic outlets and entertainment sources they've been craving for months since being separated from their friends and teammates.

Kids aren't stopping at the purchase of sporting goods. Teenagers want to stay in shape. That means extending beyond stereotypical sporting goods to exercise equipment they can use in their homes on rainy days or other days plagued by bad weather. Parents who want to continue exercising after the closings of their local gyms aren't opposed to these purchases either. The most popular products to satisfy these needs and desires have been weight benches, free weights, stationary bikes and yoga mats, says NPD. Cardio machines are also popular.

Sporting Goods Shoppers can be alerted about deals on sports and exercise equipment through both digital and traditional advertisements. Last year, according to AudienceSCAN, these shoppers took action after seeing TV commercials, seeing ads on social networks and receiving direct mail ads/​coupons.

AudienceSCAN data is available for your applications and dashboards through the SalesFuel API. In addition, AdMall contains industry profiles on sporting goods stores and exercise/​fitness equipment shops, as well as lead lists at the local level. Media companies, sales reps and agencies can access this data with a subscription to AdMall from SalesFuel.