Regardless of your reasoning for buying sporting goods, the store that you choose to purchase your gear can make all the difference in your game. Whether that game is being played by your children, by yourself, in an official setting, according to a rulebook, or just you out enjoying some exercise, the gear that you have matters. According to Consumer Reports, recent surveys shows what people think about big box stores verses the specialty sports stores that are popping up all over America.


With the data from more than 26,000 participants averaged in, Americans sounded off to say that the most vital part of the sporting goods shopping experience are the value of the items, the selection available in the store, and the services that are offered while they are shopping. When compared to the big names in the industry, such as Dick’s Sporting Goods, Target and Sports Authority, it was the independent sports stores that had the edge.

Surprisingly, according to participants in the survey, when it came to the three big concerns of the shopping experience, the big name, nationally recognized stores scored marginally at best. When it comes to selection of items, common department stores scored lower than places like Dick’s Sporting Goods and Sport’s Authority, and lower still for the availability of services within the store itself. Even the big names like Dick’s Sporting Goods scored as mediocre in these departments.

While some of the nationally known stores, such as L.L. Bean and REI, did score well on the grounds of merchandise quality, value offered, and services provided, all of the nationally recognized names fell below local specialty sports stores, regardless of the area of the country being surveyed. The study found, by and large, that independent sports stores scored so well on the survey that many were regionally mentioned more often than the nationally known stores.

The same survey found that 88% of survey participants ranked their independent sports stores higher on quality of merchandise, selection of merchandise, knowledge and service of personnel, and in overall quality, than they ranked any of the big name stores. The national stores always do very well with providing shoppers what they want, however, this survey shows that smaller mom and pop shops are still strong in our local neighborhoods.