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Checking in With DICK’S Sporting Goods

by 
Bracha Arnold
 on 
May 23, 2024
Checking in With DICK’S Sporting Goods

DICK’S Sporting Goods is one of the best-known names in the sportswear and sporting goods retail segment, with more than 700 stores across the country. The company, which also operates several smaller banners including its interactive House of Sport, has thrived in recent years, buoyed by a continued interest in health and wellness. 

How is the chain faring into 2024? We took a look at the latest location intelligence to find out.

Key takeaways:

  • Though DICK’S Sporting Goods maintained a quarterly YoY visit gap of 3.9% in Q1 2024 – weighed down in part by January’s inclement weather – it outperformed both the wider Apparel and Sportswear segments.
  • Weekly YoY visits to DICK’s began to trend upwards in April and May, suggesting that DICK’S may be making a foot traffic comeback.
  • DICK’S House of Sport concept is emerging as an experiential powerhouse – with locations operational since before last year seeing 4.8% YoY visit growth in Q1 2024.
  • Visitors to DICK’S House of Sport also stay longer in-store - highlighting the concept’s emergence as a destination in its own right

DICK’S Holds Onto Gains – Outperforming Apparel and Sportswear

DICK'S was a major pandemic-era winner, sustaining visit gains through 2021 and 2022 and into early 2023. And though YoY visits slowed as 2023 wore on, DICK’s ended last year in a strong position, reporting the largest sales quarter of its history in Q4 2023.

And in early 2024, DICK’s largely held on to its gains. Like many retailers, DICK’S saw YoY foot traffic fall in January, as unusually cold and stormy weather kept many shoppers at home. But in February and March, the chain’s YoY visit gap narrowed considerably, with foot traffic hovering just under 2023 levels – no small feat for a discretionary chain in an environment marked by stubbornly elevated prices and flagging consumer confidence.

During most analyzed months, DICK’S outperformed both traditional Apparel and Sportswear & Athleisure retailers. And though the chain saw monthly YoY foot traffic drop once again in April, an analysis of weekly data shows that it entered May on an upswing.

Weekly Visits Rally

Indeed, zooming into weekly visits to DICK’S shows that only during the week of April 8th, 2024 did the chain experience a large visit gap. And visits to the sportswear company began to trend upward towards the end of April and beginning of May – with YoY visits growing by 1.9% during the week of April 29th, and by 0.7% in the week of May 6th. The company also outperformed the Apparel and Sportswear segments in all but one of the analyzed weeks – Sportswear retailers had a slightly stronger showing than DICK’S did for the week of April 22. 

Visitors Linger at House Of Sport

Experiential retail has emerged as a significant success story in recent years, and DICK’S has enthusiastically embraced the trend. In 2021, the company introduced its House Of Sport concept, offering visitors the opportunity to browse athletic gear or try their hand at a climbing wall or a batting cage.

The concept quickly gained traction, expanding to fourteen locations, with several more slated to open in 2024 alone. And an analysis of visitation patterns at DICK’S House Of Sport locations shows why the model is such a powerful one. 

In Q1 2024, YoY visits to the three original House of Sport locations in Victor, NY, Minnetonka, MN, and Knoxville TN –  the only ones operational at the start of 2023 – increased by 4.8%. So as DICK’S continues to expand its portfolio of House of Sport locations, existing ones are also drawing bigger crowds. 

The original House of Sport locations also drew more extended visits in Q1 2024 than other DICK’s locations – with a remarkable 40.7% of visits lasting more than 30 minutes. With the success of House of Sport under its belt, DICK’S has begun further diversifying its fleet with a new store format that brings an interactive retail experience to the chain’s traditional store type.

Last Thoughts

DICK’S continues to outperform the wider Apparel and Sportswear retail segments, and its expanding House of Sport concept is meeting healthy and growing demand. As the company continues to lean into its experiential offerings, will the chain’s positive momentum accelerate further? 

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