UK Market insight winter 2025 In-season orders continue to come in strong, and retailers report good, positive sell-through

It’s all over! By the time you read this, it will all be over! Christmas, that is. So I hope you had a good one, and I sincerely hope that 2026 brings great success ,at home and at work.

Is it all over for the mainstream political parties?
Our traditional two-party competition appears to be changing dramatically, perhaps we will have three or four contenders, and coalitions may be the way of the future. One thing’s for sure: the incumbents are certainly not endearing themselves to businesses with tax increases and minimum wage hikes. The best we can say is that it “could be worse”, but I guess it can always be worse!

The British Chamber of Commerce tells us that we had modest growth for 2025 and can expect the same for 2026. Inflation appears to be almost under control, albeit still above the 2% target. Borrowing costs have come down today (18.12.25), which will help a very soft economy, but consumer confidence is “subdued and cautious” and running below long-run averages (Deloitte and PwC surveys). Spending for 2026 is predicted to focus on essentials. Are boards essentials? For some they are, but not enough.

And yet wintersports is perhaps proving to be more resilient, with retailers generally feeling positive. In-season orders continue to come in strong, and retailers report good, positive sell-through. Early snow always helps to boost confidence (almost always followed by a melt). There are high hopes for the full season, and buyers are planning accordingly. Let’s just hope that our Euro brethren do not stock up too much and look to dump it over the pond.

Talking to a few brands, there’s a shift in their approach to some of the larger “pile-it-high, sell-it-cheap” retailers. If word is right, you may see some of the larger brands not readily available in those big discount stores. Now that would be a good day for UK retailers. I hope I’m right, and that they follow through on their words.

There’s a rude awakening for the UK wintersports trade as Slide OTS opens its doors on 6 January. A shock to the system for exhibitors who will have had only one working day in 2026 before heading up to Liverpool for set-up. But it has to be done.

Interestingly, there’s a feeling that with the demise of ISPO (is it alive?), Slide OTS may be more important than ever. The new venue (Liverpool) will hopefully result in increased attendance figures. Again, by the time you read this, it will all be over. Did you go? If not, why not? You undoubtedly missed out.

So first stop this month, I headed to Colchester in Essex and spoke to Dave from Fluid Lines. It’s another family business, heading towards a second-generation takeover. Dave’s own history in the sports goes back decades, and indeed the shop can trace its roots back to the very early days of windsurfing – then known as Ski Surf – with Dave and family taking it over in 2016.

“We’re active in both snow and watersports – we have a huge depth of experience to call on, with all three sons active in the sports. I think this really gives us a good edge when talking to customers, they appreciate that we know what we’re talking about.”

So how is the winter thus far?
“It’s good. October and November were record months for us, and December looks set to be better than last year and last year was pretty good! So, we’re flying, and I don’t see any reason for this not to continue, weather permitting, of course. There’s also the hope that the Winter Olympics may give us a little boost.”

And last summer?
“As we all know, the paddlesport Covid boom has long gone, and it’s a bit sad. Wing is the big thing, but it’s driven by the same community – the same faces trying something new. They jump across to the latest thing. I’m not moaning, but it would be good to see some more new blood coming through.”

Interestingly, Dave estimates that 95% of his business is through the door.

“We work hard to offer solid advice. The three boys are truly immersed in the sports, spending winters on the snow as much as possible and summers on the water – this helps drive business through the door. And they know how to network.”

Next, I tried to check in with Paul at Black Sheep, Manchester.

“Really cannot talk – I am up to my neck in getting orders out the door. Sorry.”

Great news, I guess – I’ll check back next month. So I headed to the West Country to check in with Paul from Zuma Jays. Luckily, this time of year is not a madhouse and Paul had time to chat. “It’s been pretty good, really. And it’s still good – six to eight feet clean today. Sales are still being made, but never as much as we need, never as much as we want.”

So how was the summer?
“Good, but it’s harder work for the same reward. No matter what you do, it’s never enough, but this summer was one of the best.  Ever!   The biggest issue is rising costs, and we’ve simply not got the headroom we used to have. We’re getting hit from every side, but give us a good summer in 2026 and that will be perfect.”

Anything particularly good… or bad?
“Winter wetsuits have not been as good as expected, but the good news is that finally stocks are down. We cleared out a lot last year, so I guess we can’t expect people to rush back 12 months later for a change of suit. It’s not like an iPhone where it’s the latest ‘must-have’ gadget – the old suits are working perfectly well, so why change?”

Next, I decided to check in with Boardwise in the Midlands, another family business with huge longevity. I spoke to Ian. “The year started off a bit flat, which I put down to fear of Trump. But once we got to May, it started to pick up and has stayed buoyant ever since. In fact, some months have been as busy as the Covid boom, and September was our biggest month on record, which is amazing.”

And winter?
“It’s been a bit flat for us so far – the bigger online retailers offering 10% and 15% off for no reason other than signing up for a newsletter is annoying. Then the Black Friday bonanza messes things up. But we’re happy enough, and I’m confident that the rest of winter will be good. Loads of boards coming in for servicing, which is a good sign, and last year’s clothing at knock-down prices has sold easily. On the hardware it’s Step-In, Step-On, Supermatic! Fase! Overall, hardware good and clothing not so good, but pretty positive.”

That’s it.  It’s all over!  That’s 2025. Now, what has 2026 got in store for us all?

Gordon Way