Tying on a New Vertical

Most retailers are looking to increase their sales – if you are not, please let us all know your secret to success. For the rest of the retailers who read FishingTackleRetailer.com that are looking to increase their sales, look to the fly. Fly fishing is not new to our industry; some of you may think it is too elitist for your clientele. Depending on who your clientele is and where you are located, it may be just what the doctor ordered.

If you are unsure whether fly fishing could be a possibility for your shop, read on. The American Fly Fishing Trade Association (AFFTA) last year commissioned Southwick Associates, Inc. to conduct a survey on the fly fishing industry and give us all a better view of who the fly angler is. Knowing this, you will be able to see why you should add fly fishing to your offerings.

Fly fishing is a $750 million market
It shouldn’t shock anyone that fly fishing generates revenue. The most shocking aspect though is that “fly” generates the majority of that revenue. Flies were reported to account for the most revenue by all of the fly shops polled. While most flies are highly-specialized and some are only effective a few days each summer, they take up very little room on your retail floor. You can customize your fly offerings to the seasons and your location to limit the amount of space needed to display them as well. The bottom line is that the highest revenue generator of the fly fishing industry also takes up the least amount of space.

The final piece of news on the $750 million market that is fly fishing, is that less than 20% of all fly fishing sales take place through the internet. Fly fishing equipment is still predominantly being purchased in person, in a store like yours. While the Internet is hampering < https://fishingtackleretailer.com/index.php/347-sales-tax-fairness> in-store sales in most other aspects of sportfishing, fly fishing is still seeing weak internet sales at this time. The sooner you can become a part of the fly fishing world, the sooner you can capitalize on its in-store shopping trend.

Strength in numbers
There are currently approximately 3.8 million fly fishermen in the U.S., according to the reports. The term “fishermen” is used because less than 15 percent of fly anglers are ladies; hopefully that number will change in the coming years. Fly fishing is also strongest still among freshwater anglers, though saltwater fly fishing does make up roughly 36 percent of the market. If no other shops in your area are catering to the saltwater fly market, this is an opportunity for you.

As stated, the freshwater fly market garners up the majority of the $750 million endeavor, and of that trout control the world of the fly angler. The bass and carp market are slowly growing, but for quicker success in the market, focus on trout. Trout are the iconic fly fishing species and will help boost your sales if you have quality trout streams nearby. If you do not, then capitalize on the fishing you do have. As with all aspects of fishing, focus on what you have, not what you are lacking.

More than a sport
Fly fishing is an alternative fishing means to many. In some fishing areas though, it is the only legal option. Many more streams and rivers are creating fly fishing-only zones; many of these are also catch and release sections of the water. Some fly anglers, like any angler, think of fly fishing as a lifestyle rather than just a sport. These anglers, much like your rabid bass anglers, are the key to growing this portion of your business. They will make up less than 20 percent of your customer base, but will surely generate over 80 percent of your fly fishing revenue.

Unlike most bass or freshwater anglers, fly fishermen enjoy creating their own lures and customizing them to their needs. While flies make up the majority of sales within this vertical, fly tying equipment is a close second. This is a great opportunity for you to offer fly tying classes in your store during the off-season. This will not only distinguish your shop as a fly fishing Mecca, it will also guarantee a steady flow of anglers through your doors weekly. Your initial investment in sponsoring these classes or any classes is quite small; most of your advertising and marketing can be done via social media. The largest and riskiest investment is obtaining a knowledgeable and dependable teacher.

Tying it together
Fly fishing may not be for every retailer, but if you are looking for a way to generate new customer traffic and offer something that your competition is not, then fly fishing may fill that niche. Many fly anglers are also “conventional” anglers as well, and are already shopping your store. These anglers are buying their fly fishing tackle from someone; more than likely it is your competition.

This year IFTD will be attending ICAST and offering you a great opportunity to break into the fly fishing world while filling out your needs for the conventional side of your business. Who knows, you might just tap into a sport your clientele has been waiting for. If you are looking for more helpful hints from the fly fishing world, be sure to let us know on our Facebook page.