Consumer behavior has changed fast. Shoppers are more selective, more value-conscious and less willing to tolerate inconvenience.
Big-box retailers and online marketplaces have captured a significant share of the sporting goods market. But independent sports and outdoor stores still have a powerful advantage—especially when shoppers need trusted advice, perfect fit and gear tailored to their actual needs.
We surveyed 300+ retail shoppers across the US and Canada to find out what influences their decision to shop in store.
Here’s what we learned—and how you can turn it into more traffic and loyalty.
- Sports & outdoor shoppers at a glance
- How independents can win
- Focus on value over discounts
- Turn your inventory into a strength
- Bring online conveniences in store
- Turn service and expertise into loyalty
Sports & outdoor shoppers at a glance
Sports and outdoor shoppers frequently begin with online marketplaces for their broad selection and convenience. They choose independent retailers when those stores deliver what marketplaces can’t.
Our survey identified four key factors influencing their decisions: lower prices or exclusive promotions (57.7%), wider or hard-to-find product selection (41.5%), faster delivery or convenient pickup (35.6%), and expert advice with personalized service (32.3%).
Together, these preferences paint a clear picture: shoppers want value and convenience, but they also want guidance they can trust.
How independents can win: price, product, convenience and expertise
For independent sports and outdoor retailers, the opportunity isn’t to compete on lowest price or endless selection—that’s a game marketplaces are built to win. The real opportunity is to outperform them where it matters most to shoppers.
That means using promotions strategically, curating assortments that feel intentional, bringing online-style conveniences in store, and turning staff into trusted advisors instead of just order takers.
Focusing on value over discounts
Discounts and deals remain a powerful lever. A majority of shoppers say better prices or exclusive promotions would make them more likely to choose a smaller sports or outdoor retailer.
But leaning on price alone can erode margins and make it harder to stand out in the long term. The key is to use promos and perks strategically, so you can offer the price incentives shoppers want without defaulting to blanket discounting.
For example, you could run in-store-only offers, or host events that marketplaces can’t replicate—think product demos, meet & greets, or a little friendly competition on the golf simulator.
Promote any value-added services you offer—like fittings, skate sharpening, or repairs—as premium extras that justify the trip. These give shoppers a compelling reason to visit your physical store right now.
And remember that personalized outreach builds loyalty, and increases conversions. With customer data and marketing tools like Marsello or Klayvio, you can send customers targeted email/SMS offers, invites or content they actually want—so marketing campaigns feel thoughtful, not spammy. A runner gets race-day bundle suggestions. A skier gets fresh wax recommendations. (You get the idea.)
Turning product mix and availability into a strength
In sports and outdoor retail, assortment reflects expertise. Customers want gear that matches their sport, skill level, size, specifications and budget.
A scattered or inconsistent selection frustrates buyers and sends them elsewhere. The goal is an intentional mix: core staples plus deeper options where local demand runs hot.
Identifying what’s moving and where customers need more options—extra sizes, color variants or advanced technical gear for serious athletes—help you build depth where it matters while keeping other lines lean and focused.
Leveraging your sales data and analytics enables you to more accurately forecast demand—so you can avoid the stockouts that chase customers away and excess stock that ties up capital. And automating time-consuming tasks like purchasing helps free your team from busywork so they can focus on the shop floor.
The right tools are crucial to keeping your best-sellers on shelves and your assortment aligned with demand. Learn how TreadZ uses NuORDER by Lightspeed to coordinate with 150 suppliers—and cut hundreds of hours a month on purchasing tasks.
Bringing online-style convenience into the sports store
While the majority of shoppers (76.4%) still want to see, touch, or try products in person—great news for physical retail stores—online conveniences have reshaped their expectations, even in physical spaces.
They want the best aspects of online shopping—transparency, convenience, and rich product data—integrated into the store. For example, real-time inventory visibility that lets them verify product availability on your website and feel confident that the item will be waiting for them in store.
They also want flexible fulfillment options like BOPIS (buy online, pick up in-store) and BORIS (buy online, return in-store) so they can shop when and where it’s convenient for them. And when something’s out of stock, local delivery can turn customer frustration into deeper brand loyalty.
Turning service and expertise into loyalty
Expert guidance and personalized service set independent retailers apart. Shoppers are looking for advisors who can translate technical specifications into practical benefits for their specific needs.
So instead of “this jacket features Gore-Tex Pro shell, 800-fill down insulation, and 20K/20K waterproofing,” it’s “this jacket will keep you bone-dry and toasty on that extreme winter camping trek you’re planning, even in pounding rain or -20°C blizzard conditions.”
True product expertise can take years to develop—and you won’t have that time with every associate.
But with the right tools, you can empower associates with rich product data and real-time stock visibility in the palm of their hands, so they can look like experts, even while they’re still building that expertise.
And with something as simple as Lightspeed Scanner and a mobile phone, your associates can quickly pull up a returning customer’s profile and see what they’ve purchased—including sizes, colors, variants, style preferences and any other details recorded from a previous visit—so they can provide personalized service and recommendations.
That said, survey respondents made it clear that long lines and slow checkout can undermine otherwise great service, so it’s important to balance attentive service with speed and efficiency.
CBS Sports uses Lightspeed POS to move customers through checkout faster, so staff can focus on great service. “If you treat the customer with respect, or even better than you’d want to be treated, then everything else will fall into place.” — Carson Searcy, Co-owner, CBS Sports
The bottom line
Sports and outdoor shoppers know exactly what they want: fair pricing, the right gear in stock, convenience, and staff who can help them make smart choices.
Independent retailers who can rise to meet these new expectations—adjusting promos, inventory and service accordingly—have a clear path to turn one-time visitors into loyal customers.
Marketplaces are great at transactions, but your store’s unique advantages in trust, expertise and experience give you the edge where it counts most. The data shows it’s possible. Now it’s about execution.
Ready to find out how the Lightspeed retail POS system can help you grow and scale your sporting goods business? Connect with one of our experts today.
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