Read our full analysis for a more in-depth look at these trends.
Under the weather: Tracking ski season
Fewer skiers, higher costs, and less snowfall are putting pressure on resorts and ski‑town economies.
January 2026
Key takeaways
- Ski season should be in full swing but fewer households are hitting the slopes. Ski spending per household is up 1.6% year-over-year (YoY) so far in the 2025 season, a rebound from 2024’s decline, yet the number of households skiing is down more than 11% YoY, signaling concentration among more committed and higher spending skiers and snowboarders.
- Households spending over $2,000 on skiing have nearly tripled since 2018, while those spending less than $300 continues to shrink. This suggests that rising lift, lodging, and equipment costs are shifting the industry toward affluent, selective consumers. Plus, ski demand is increasingly travel-driven, with out-of-staters having spent more per household than in state visitors in just over half of the past seven seasons.
- Climate volatility is reshaping where — and whether — snow sports happen, too. While the Mountain division of the U.S. drives 44% of ski spending, snowfall was below normal levels in December 2025, especially in the West, threatening ski-town economies and likely contributing to weaker retail spending in communities this season.
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