By Scott Kramer, Contributing Equipment Editor
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everal trends have affected golf shop sales this year – from escalating prices to golf club surpluses, to general changes in buying habits. So, we surveyed a cross-section of some of America’s busiest golf shops, and others with award- winning merchandisers, to ask the experts what’s been standing out in 2024. Here’s what they had to say:
IAN MADINGER, PGA of America Director of Golf at Plantation Lakes Golf & Country Club in Millsboro, Delaware: “I’m keeping less stock in the golf shop and focusing more on custom fittings now – hosting as many fitting day events as possible – and a demo program. For fitting days, we make an effort to set up appointments with interested members only, and steer away from the demo days that often bring out “tire-kickers” who get a free 45-minute fitting but don’t make a purchase. We have tried charging a small fee for those fittings, which the manufacturer credits back to the purchase on the invoice, and have had some success with that. I think this will likely become a more common practice.
“As for club sales, the premium iron category has been a challenge for us. For example, Callaway’s Paradym irons and Great Big Bertha irons didn’t sell as well as we had hoped in recent years, but the Ai Smoke line did well in 2024. Shoe sales are also down. People are just being more price sensitive, which is why we now focus more on items like clothing and accessories bearing our club logo that golfers can only get at our shop.
“Outerwear-wise, we’ve had more success selling name brands that people recognize at a reasonable price. So, we’re ordering fewer fashion items and more core pieces, but also more name brands like adidas, FootJoy and Under Armour. Brands like TravisMathew and Golftini are great quality, but sell through more slowly. I think people would rather pay $100 for a universally recognized brand-name garment. Also, companies like Bermuda Sands and Antigua are at a price point that’s more palatable for our more price-oriented customers.”
ERIC LOHMAN, PGA of America General Manager at Monarch Beach Golf Links in Dana Point, California: “We have noticed an increase in prices, but demand and sales have been relatively flat as a result of the trends we have witnessed the past few years. As long as the new product looks good, the sales proposition is unique to the market and the company supports the product with adequate marketing, we tend to do well selling through what we bring in.
“The area we have had the most trouble selling are golf bags, duffles and luggage. There’s simply less interest there than in the past.
“Overall, though, we are seeing our club sales fall in line with budget, plus we’re seeing an uptick in Callaway and Odyssey offerings, especially the new Opus wedges and Jailbird putter models. When it comes to outerwear, we are seeing a trend that maybe our golfers have filled their closets with enough loud options. Busy prints and lots of colors haven’t been selling through as fast in 2024, while more traditional outerwear looks seem to be doing better.”
ROB HESLAR, PGA of America Director of Golf at Pine Grove Country Club in Iron Mountain, Michigan: “Members are holding onto their equipment longer and are not as willing to purchase the new models.
“However, those who are professionally fitted by club vendors we have here seem to purchase new clubs. Utility clubs and wedges are selling the best, but many of the new irons, woods and putters are too expensive for some of our golfers.
“Golf balls are getting high in price as well, but, of course, the Titleist Pro V1 models sell well as usual. Colored, patterned and striped golf balls don’t sell nearly as well as white.
“Being in Michigan’s Upper Peninsula, the conservative-looking outerwear layering pieces sell well here. Vessel and Titleist bags also sell well because of their price and great logo work. Headwear is a good seller as everyone wears hats here all the time.”
ALLEN MERRYMAN, PGA of America Assistant Professional at Torrey Pines Golf Course in La Jolla, California: “Rising equipment prices may have been the reason for slower club sales this year. Torrey Pines doesn’t move a lot of clubs like it once did before the manufacturers went direct to consumers with their own websites.
“Our customers are looking for logoed merchandise. Most of the hard goods sales this year were logoed golf bags. As for clubs, we sold very few full sets and woods. We do sell a lot of Scotty Cameron limited-edition putters.
“I think customers are buying more gear online as opposed to at the course.
“Driver and iron sales are behind last year. Golf bag sales are up from last year. Shoe sales have been up, as well. We have noticed the customers are very brand aware and will ask for specific high-end outerwear brands. On the hard good side, we sell lots of the Titleist Linksmaster stand bags with custom embroidering.”