French Market Insight winter slowing growth and still fragile consumption.

The winter of 2025 begins in a particularly tumultuous atmosphere. The change of Prime Minister in the autumn with the arrival of Sébastien Lecornu at Matignon, plunged the executive into a period of delicate recomposition. Between the search for stability, internal tensions within the government, and difficulties in passing the announced reforms, political action is struggling to reassure.

On the economic front, France is ending the year with slowing growth and still fragile consumption. Inflation, although lower when compared to 2023–2024, continues to weigh on households. Holiday-related spending, traditionally a driver for commerce, is looking mixed: customers are comparing more, buying later, and prioritizing massive promotions driven by Black Friday or e-commerce. Retailers are seeing a decrease in the average basket size and a high price sensitivity on equipment, textiles, and leisure activities.
The labor market remains stable on the surface, but recruiters mention a general fatigue among seasonal staff and a lack of visibility for the coming months. Faced with these challenges, local businesses are focusing on expertise, human interaction, and customer loyalty—a strategy particularly visible in the world of sliding sports.

For those involved in the snow sports sector, the end of 2025 is marked by very different dynamics depending on the region, the positioning of the shops, and the evolution of practices. While some shops are navigating a difficult situation, others are regaining momentum, notably thanks to the return of the cold and the first snowfalls on the mountains.

In Tarbes, Turbulences, a historic snowboard and skate shop founded in 1983, is experiencing a true renaissance. Its new manager, Guillaume Denis, took over the store in October and is working to revive an emblematic structure. “I’m starting almost from scratch. My goal is simple: reliable equipment, fair prices, and real support for practitioners,” he explains. The relaunch was anything but obvious: it was necessary to rebuild the offer, reinvest in a coherent stock, and restart all the ranges — snowboard, boots, bindings, masks, accessories, and the entire skateshop. Suppliers have not always followed: “Some have not delivered on time, others in too small quantities. Not ideal for a full recovery… but educational,” smiles Guillaume.

Despite these challenges, the momentum is picking up again. The shop is even recruiting a second person starting in mid-December. The star products of this year-end are clear: all-mountain snowboards, technical boots, high-end masks, and splitboards, which are on the rise. On the brand side, Salomon, Aphex, Capita, Jones and Ride are doing well. Conversely, technical textiles or premium brands like Spy and Picture are starting more slowly.
Guillaume observes it daily: “People are somewhat disconnecting from the anxiety-inducing climate.” When they think about their practice, the mountains, their outings… they want to treat themselves intelligently. What they come looking for here is authenticity, not marketing. The local community, attached to the shop, forms a solid base for the rest of the season.

Further north of the Landes, in Seignosse, Serge Ballorca, the manager of the Wharf, paints a much harsher picture. “We are at -50%. People no longer go out, consumption is down,” he summarizes bluntly. The shop goes from three employees in the summer to just one in the winter, and attendance drops significantly. “Customers keep their money, wait until the last minute.” Black Friday had almost no effect in the store: “People just come to pick up the items on sale.” The Wharf is facing a significant overstock, particularly in wetsuits and foam boards, two historically strong categories in the region. The best sales are now focused on impulse products like goodies, socks, or puzzles, while the shop’s flagship brands Thrasher, Creature, Santa Cruz, maintain a certain level of interest. Serge remains lucid: “People stroll but don’t buy.” It’s the sea market: very seasonal, very dependent on the weather and tourism. But our good customers remain good customers. The shop relies on its atmosphere, its limited editions, and a few high-end boards to retain a clientele.

In Puget-sur-Argens, near Fréjus, the situation is different again. Freeride Attitude, established in 1999 and now spread between a 600 m² store and a textile outlet by the sea, is experiencing a dynamic end to the year. Its co-managers, Cyril Garbous and Jimmy Miclotte, explain it simply: “The cold and the snow, it changes everything.” The early snowfall on the French mountains has boosted the snow sector, boosting both equipment sales and the desire to hit the slopes. “Black Friday went well this year, even though we left some room to match the slashed prices on the Internet,” Cyril specifies. There were many restocks, particularly on skis and ski boots. The best sales clearly revolve around snow: alpine skis, snowboards, technical accessories, but also skateboards and scooters driven by the opening of a new local skatepark.

The year remains nonetheless contrasted: “All sea gliding is on the decline.” Too much low-cost competition, too many brand promotions, too many new products… customers are lost. Their budget can no longer keep up. » The shop relies on its selection, its expertise, and its ability to guide consumers. The brands, on the other hand, are all important according to Cyril: “No particular emphasis, it’s the complementarity that makes the offer strong.”

For these three stores, the fall and early winter of 2025 also show how much the boarding market is transforming. Practices are evolving: wingfoil is becoming permanently established, snowboarding is finding new life, while urban sliding fluctuates according to local trends, the opening of skateparks, or the cultural dynamics of cities. Professionals also highlight a profound change in the ways of buying: more digitalized, more fragmented, often more opportunistic. The human connection, advice, and shop identity then become the true levers of differentiation.

Another notable element is the increasing pressure related to the pricing policies of major brands. Many are now adopting an aggressive B2C strategy, which is undermining the margins of independent resellers. The three shops interviewed express the same concern: “The brands are driving down prices online, and we have to follow.” To respond, each finds their own path — technical specialization, workshop service, core brands, or creating ambiance, but they all know that 2026 will require even finer adaptation.

If the end of 2025 remains complex, one element is unanimous: the early arrival of snow changes the game. The resorts are already showing increased reservation rates, practitioners are re-equipping themselves, and the desire for the mountains is making a strong comeback. Between a dynamic Black Friday for some, a snow market in full revival, and a still passionate community, shops are approaching the winter of 2025–2026 with caution but optimism. The coming months could well provide the breathing space the sector needed.

Benoit Brecq