Boat sales mixed in 2025 but hope on the horizon
US powerboat sales dropped by up to 10 per cent last year, according to the National Marine Manufacturers’ Association although freshwater fishing boats held steady from previous levels.
With the winter boat show season kicking off, the US-based trade organisation shared a state of the recreational boating industry business report outlining the latest industry data and market trends shaping the national market as it enters 2026.
NMMA estimated total new powerboat retail unit sales in 2025 declined to approximately 215,000 to 225,000 units. Looking ahead, mixed economic conditions are expected to result in new powerboat sales in 2026 that are on par to slightly up from last year.
Throughout 2025, volume-leading segments such as personal watercraft, aluminium fishing boats and smaller, trailerable boats drove retail activity, accounting for more than 90 per cent of total unit sales. Freshwater fishing boats were a notable bright spot, holding steady with 2023 sales levels.
Pre-owned boats, which represent approximately 80 per cent of total annual unit sales, remain a critical component of the market, offering a wide range of price points and access opportunities for consumers. In 2024, the most recent year of available data, pre-owned boat sales totalled nearly 860,000 units, down 6.5 per cent from 2023.
NMMA president and chief executive officer Frank Hugelmeyer said: “The mixed and uncertain economic environment that persisted throughout 2025 brought material impacts to the recreational boating market and a wait-and-see mindset for some boating consumers.
“While last year’s economic uncertainty and softness is expected to persist into 2026, manufacturers have adjusted and there is cautious optimism as key consumer segments engage in boating through a range of pathways, from entry-level and pre-owned boats to boat clubs and shared access options that align with their budgets and lifestyles.”
As nationwide winter boat shows get underway, the industry is entering a pivotal period for consumer engagement. Winter shows can drive an estimated 30% to 60% of annual retail sales and serve as a key barometer for the year ahead, offering consumers the opportunity to compare brands, explore new technologies and, unlike auto shows, purchase boats and accessories directly on the show floor.
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