Sporting and Recreational Goods Wholesalers NAICS 423910

Nov 26, 2025 - Nearly 80% of Sporting Goods Shoppers Prefer Multi-Brand Stores

• The National Sporting Goods Association’s 2025 Shopper Playbook Study shows 79% of consumers choose multi-brand retailers for equipment purchases, a trend that underscores the need for wholesalers to secure broad distribution. Nearly 70% of shoppers also prefer multi-brand outlets for apparel and footwear, citing wider product variety (59%), side-by-side comparisons (54%), and competitive pricing (50%). Customer satisfaction remains strong, with 80% highly satisfied with local retailers’ servicing of products such as bicycles, skates, and skis, and 98% at least somewhat satisfied overall. For wholesalers, the findings highlight the risk of relying on single-brand strategies as consumers increasingly value breadth and convenience. The study also emphasizes the importance of in-store experiences, reinforcing wholesalers’ role in supporting retailer partnerships and hands-on engagement to drive visibility, loyalty, and sales.
• According to the Global Port Tracker from the National Retail Federation and Hackett Associates, US ports handled 2.1 million TEU in September 2025, down 9.3% year over year, with October projected at 1.9 million TEU, an 11.5% decline. A sharper drop is expected in Q1 2026, with January forecast at 1.98 million TEU, down 11.1%. Wholesalers face mounting challenges as import volumes soften under tariff pressure. The declines signal tighter inventory pipelines, longer lead times, and higher costs as tariffs complicate sourcing strategies. The unpredictable tariff policy has made planning difficult, forcing distributors to hedge with diversified suppliers or absorb margin pressure. Overall, wholesalers must adapt logistics and pricing models to navigate reduced cargo flows and ongoing trade uncertainty. Hackett Associates founder Ben Hackett said the on-again, off-again tariff policy in 2025 has made planning difficult for both importers and ocean carriers. The usual end-of-the-year slowdown is expected in November and December.

• According to SGB Media, the Sports & Fitness Industry Association's mid-year report shows mixed trends in US sports participation, with pickleball leading individual activity growth at 14.7% and winter sports posting the strongest category gains at 1.7%. However, overall activity rates declined slightly, with 22.9% of Americans now considered inactive. Economic uncertainty and tariff concerns are cited as key barriers to participation, particularly for families. For sporting goods wholesalers, the shifts highlight the need to recalibrate inventory and demand forecasting. Growth in winter sports and pickleball suggests opportunities for targeted product expansion, while declines in Olympic-featured and team sports may require cautious ordering and promotional adjustments. Wholesalers should monitor seasonal trends and regional engagement to align with evolving consumer behavior and mitigate risk.
• Softening consumer sentiment and confidence in late 2025 reflects a growing weakness in discretionary spending, posing challenges for US sporting and recreational goods wholesalers. The University of Michigan’s Index of Consumer Sentiment dropped 6.2% month-over-month in November's preliminary results to 50.3, a 29.9% year-over-year decline. The Current Economic Conditions Index fell to 52.3, and the Expectations Index to 49, down 36.3% annually. Year-ahead inflation expectations rose to 4.7%, while long-run expectations declined to 3.6%, with increased uncertainty across both horizons. Meanwhile, the Conference Board’s Consumer Confidence Index edged down to 94.6 from 95.6 in October, as improved current conditions (Present Situation Index up to 129.3) were offset by weaker short-term expectations (Expectations Index down to 71.5). Inflation expectations rose to 5.9%, and over half of consumers anticipated higher interest rates. Holiday spending is projected to fall, with promotions driving purchasing decisions.