Marine industry sales have slumped a bit, but hot markets like Florida, Texas and Michigan continue to sell plenty of boats. (Nautical Ventures)

As 2026 bears down on the recreational-boating world, the economic waters aren’t exactly calm — but they’re no longer storm-tossed, either. What’s emerging is a split-screen picture: industry leaders looking ahead with guarded confidence, and consumers feeling the pinch of higher costs and financial uncertainty. For those of us who make a living in the outdoors — selling boats, engines, electronics, tackle, or simply writing about all of it — the contrast matters.

Where the Industry Stands Now

After the post-pandemic chaos of supply shortages, erratic demand, and unpredictable delivery schedules, the recreational-boating industry spent 2024 finding equilibrium.

According to the National Marine Manufacturers Association (NMMA), total U.S. recreational-marine expenditures in 2024 reached $55.6 billion, just 2.6% lower than 2023 — far from a collapse. New-boat retail sales hit 238,117 units, led as usual by outboard-powered boats (141,590 units). But the bigger story continues to be the pre-owned market: 858,798 used boats sold in 2024, more than 78% of all transactions. That’s where most families continue to find affordability.

Boat-use and aftermarket spending — fuel, storage, maintenance, and accessories — held steady as well, with $12.1 billion spent on boat-use and $12.4 billion on accessories. That signals something important: even when new-boat sales soften, people are still using their boats, and they’re still willing to spend to keep them running.

In the outboard market — a bellwether for fishing and family recreation — 2024 saw about 278,000 engines sold, down 7.6% from the prior year. But demand for big horsepower remained intense. More than 40,000 outboards of 300 HP or greater were sold, generating $1.2 billion in revenue — roughly one-third of the entire outboard market’s retail value. Engines like Mercury’s 600-hp monster still move briskly among top-end customers.

What 2025 Has Revealed So Far

Hard numbers for the full 2025 calendar year aren’t published yet, but NMMA’s rolling data summaries — updated monthly — offer a fairly clear view of where the market is heading. It’s not encouraging.

• Through the first half of 2025, new retail powerboat sales were down 9.7% compared to 2024.
• For the 12-month window from July 2024–June 2025, total sales fell 7.3%, to 220,662 units.
• Pontoons — a foundation of the modern boating economy — showed surprising weakness, with 2025 unit sales down 10.9% year-over-year, and –19.5% when measured in the April-to-April rolling window.
• Jet boats—another usually consistent seller-- dropped between 14–19%, wake boats between 9–14%, and sterndrives about 20%.
• The top of the market, as usual, defied gravity—yacht sales were up 1.8%.
• And anglers continue to spend what’s necessary to get on the water—freshwater fishing boats showed modest growth despite the high cost of loans. The canoe/kayak market is growing at about 2.8% and looks good to continue, but these are low profit sales.

For a cyclical business, these numbers suggest the sector is a bit shaky.

Affordable aluminum fishing boats continue to be top sellers in the industry, while some other categories have slumped. (Lowe Boats)

The industry story looks cautiously optimistic: inventories are under control, supply chains have unclogged, production schedules are predictable, and dealers are no longer begging for boats—but some have way more than they want.

For the buying side of the equation, inflation has eased but hasn’t retreated. Borrowing costs remain elevated. Housing payments, insurance, groceries — all are eating up far more of the household budget than they did even two years ago. That leaves far less room for discretionary big-ticket items. Many families wanting a boat find themselves hesitating: wait for rate cuts? Buy used? Sit tight another year?

That tension will likely define 2026 in our businesses.

What This Means for Dealers and Fishing Communities

For dealers, 2026 may be a year when creativity matters more than traditional salesmanship. Flexible financing — deferred payments, promo rates, lower down payments — could unlock hesitant buyers. Boat-club and fractional-use models may grow, especially in communities where slip fees, storage, and maintenance add up fast.

Fishing boat dealers continue to do well in boat sales, while some categories like PWC’s and pontoons, usually best sellers, have slumped a bit. (Freedom Marine)

Manufacturers may also shift attention to simpler, lighter, more affordable models. A stripped-down 18-foot fishing boat might sell more easily in 2026 than a fully tricked-out wake-surf machine. Kayaks are likely to continue brisk sales. And used boats, if you can get them, are likely to be quick sellers.

Marine-electronics companies will face their own crosscurrents. Hard-core anglers will keep buying high-end forward-facing sonar, radar, and hybrid helm systems, but mid-range “value bundles” may see stronger growth.

For marinas, fuel docks, tackle shops, and guide services — especially in hard-core fishing towns — the opportunity may be surprisingly positive. If travel budgets shrink but local recreation stays strong, some lake communities may actually gain.

The Opportunity If We Adapt

The desire to get on the water doesn’t appear to have weakened. Families still want to fish together, explore together, and find a little calm in an increasingly tense world. A boat — new or used — delivers value not just once, but over many seasons.

If the industry can profitably react to consumer anxiety and adapt accordingly — flexible financing, mid-range product lines, value-driven packages, and community-focused boating culture — 2026 could become a turning-point year in a good way.

The waters ahead may not be smooth, but they’re certainly navigable — and for the companies and communities that adjust early, they may even be prosperous.

— Frank Sargeant
Frankmako1@gmail.com