Point of sale

Discount Store News, June 23, 1997

Buoyed by the widespread appeal of dart throwing, as well as by the availability of safer, easier-to-use equipment and a crossover from commercial play, retail sales in this category are on an upswing. And consistent gains are anticipated for the near future.

"The numbers are steadily climbing and have been for the past few years," says Tom Doyle of the National Sporting Goods Association (NSGA), Mount Prospect, Ill. NSGA statistics show that consumers spent $222.6 million on dart boards and related equipment in 1996, up from $219 million in 1995 and $158 million in 1994.

What's more, darts fans appear willing to spend larger sums on the necessary accouterments than in the past.

"The dominant price point is $199.99, with [brisk] sales at retails of $249.99 and $299.99," asserts Dee Brown, marketing manager at Arachnid. "Our promotional series electronics enjoyed balanced distribution between the 1550 EMD and 1950 EMD games priced at $99.99 and $129.99, respectively. Conclusion: step-up [purchases by] consumers for better overall features and functionality."

In non-electronic games, 43 percent of sales remain at the $9.99 retail price point, and 25 percent at the $14.99 price point, Brown says, but a respectable 29 percent of dart game transactions involve products tagged at $19.99. (The remaining 3 percent hover around $24.99.)

Results reported by individual merchants are equally positive. Roger Bird, buyer of indoor games at Kmart, Troy, Mich., characterizes his company's dart board sales as "great," adding that darts comprise "one of the fastest-growing areas" in the chain's sporting goods departments. Another Midwestern discounter claims that dart game sales have been rising "by the high single to low double digits in recent seasons" and should continue to do so. Similarly, Tim Smith, a buyer's assistant for sporting goods at JCPenney, Dallas, says, "Sales are strong; they're up over last year."

Such a rosy picture may be attributed to several factors. For instance, the number of dart players nationwide is rising. Total U.S. dart throwing participation by individuals over seven years of age has more than doubled since 1985, from 9.4 million that year to 19.3 million in 1995 and 21.3 million in 1996, NSGA research reveals. Dart throwing was also ranked number 16 out of 54 participatory sports in a 1995 NSGA poll, finishing ahead of such pursuits as volleyball, softball, baseball, touch football, tennis, step aerobics and roller skating.

"Many of our customers say they're `getting into' darts because it's challenging, yet a lot less taxing than some other activities they could take up," says the spokesperson for the Midwestern chain.

Also fueling the fire is the trend toward pursuing family activities. "With the soft tips seen on electronic models, everyone can play, regardless of age," Smith points out.

Just as significantly, says an executive at Bergenfield, N.J.-based Sportcraft, "Individuals who have used coin-operated dart games in bars and the like now want to play at home." The company sells electronic and non-electronic boards, with the former retailing for $40 and up and the latter for around $9.99 and up.

Sales of non-electronic, bristle and paper-wound boards, usually (but not always) used with metal tips, are in maintenance mode. At Sears, Hoffman Estates, Ill., "hard-tip board [volume] is even or slightly down." says Denny Allen, a sporting goods buyer. The same is true at Venture, O'Fallon, Mo., where these products account for only 10 percent to 20 percent of dart board sales.

Indeed, NSGA figures point to a clear consumer preference for electronic boards. Sales of boards designed for play with metal-tip darts totaled $68.2 million in 1994 and $93 million in 1995; sales of electronic boards with soft-tip darts, $89.8 million in 1994 and $126.0 million in 1995.

"Of all dart throwers, more than 50 percent are dedicated electronic dart players," Brown observes. "Those who throw metal-tip are more likely to cross over to soft-tip darts, whereas soft-tip players remain loyal to their sport. Areas most impacted by the switch in player mentality are the Mid- and South Atlantic, South Central, Mountain and Pacific Coast regions, while the entire North Central region remains strongly dominated by soft-tip dart throwing. (See accompanying chart)

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"Electronic boards seem to be the craze; at $199, our model [from Arachnid] is our best seller in the category," Smith comments. He says that customers like the fact that the features of electronic boards, such as flashing lights, allow for play by amateurs. This isn't the case with non-electronic units, he adds.

"The safety of the soft tip is also a very important selling feature, as are sound chips that let electronic models make `bull's-eye' sounds and announce the scoring of doubles or triples," says Kmart's Bird corroborating Smith's findings.

"Electronic boards have increased in playability in the past two to three years," leading to greater movement, concurs Dane Stenson, Venture's sporting goods/luggage buyer. "Shoppers especially like their [unique] cricket scoring, LED windows, voice chips and battery-operated options."