GOOS - Baird check of winter activewear search trends points to strong start to 2021

Baird's look at its seasonal search index for apparel, footwear and fitness suggests January is starting on a high note, following a strong end to December. A surge in cold-weather interest is keeping on, up 36% year-over-year, after December's search interest rose 9%. (The firm is examining trends for 36 relevant winter items, brands and activities.) "We believe the strength can be attributed to increased demand for outdoor activity, neutral/slightly favorable weather after a much warmer start in November ... and recent stimulus payments," Baird's Jonathan Komp writes, adding all of these are factors that can continue. And the indexes are strong nearly across the board, the firm notes, including for winter activities (+52%), winter items (+31%) and winter brands (+20%). Five of the eight winter activities were up triple digits last week, led by sleds (+168%), and the sharpest improvement lately has come in heavier winter items: gloves, boots,

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Baird check of winter activewear search trends points to strong start to 2021