In golf shop merchandising, our attention often gravitates toward the top-performing categories – men’s and women’s apparel and accessories – while smaller segments like children’s apparel are frequently overlooked. These items are usually tucked away in the back of the shop or confined to a small corner, receiving little visibility unless specifically sought out. While we do see the occasional parent or grandparent shopping for their kids or grandkids, children's apparel is rarely a top performer in terms of sales.
This past Father’s Day, Merchandise Manager Mallory Wilvert and I took a different approach by creating a “Dad and Lad” table display that featured both men’s and children’s items, rather than the typical all-men’s setup. This simple yet strategic change significantly increased exposure to our kids’ line and, as a result, boosted sales in that category. This display featured youth apparel from B. Draddy and a coordinating TravisMathew men’s collection to create a charming father-son look that resonated with shoppers.
Incorporating children’s apparel into broader, themed displays is an effective way to drive awareness and growth. While we typically avoid standalone kids’ displays, blending them into larger merchandising stories has consistently delivered stronger engagement and better sales performance.
Looking ahead, we’re excited to continue building on this momentum. We’re currently collaborating with The Beaufort Bonnet Company to launch a custom collection that includes pajamas for infants and toddlers, blankets and bibs, as well as crewnecks, dresses and polos for children aged 2T to 7/8 years. Additionally, we’ll be introducing toddler golf bags from Little Sundays – perfect for inspiring young golfers and doubling as cherished keepsakes for years to come.