At the beginning of each season, we single out certain holidays and special events and order around them. From Memorial Day to Father’s Day (which is always around the time of the U.S. Open) and then the big July 4th holiday, we put out a lot of red, white and blue merchandise, which is festive and fun. We can move it around the shop, and whatever doesn’t sell we merchandise back into other collections as they come in. We always create an impactful display at the front door for July 4th with vendors that offer collections that are fun and patriotic, including johnnie-O, Donald Ross, TravisMathew, adidas, Straight Down, Levelwear and Branded Bills. All of these do a wonderful job creating fun and festive looks that golfers love to wear on these occasions. In addition, we add mini U.S. flags and other patriotic touches and put them throughout the shop.
Utilizing national holidays is an opportunity to do creative buys and liquidate around them. We use social media to get the word out, throw photos up on Instagram or X with a message like, “Do you have a 4th of July outfit? If not, we’ve got you covered.” It gets people to come in and look. Vendors are already doing the work – they’ve got the color combinations, appropriate prints like American flags, fireworks, etc. We just have to get them into the shop in May and use them throughout the season.