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Drive For Dough

Golf DigestixThe driver category is golf equipment’s benchmark, with sales of drivers often reflecting the industry’s overall health. Research firm Golf Datatech recently released its year-end numbers for 2012, and the figures offer reason for optimism. After sharp declines in 2009 and ’10, unit sales and dollar sales gained in ’11 and ’12. The average price also has climbed. At $236.15, the average selling price was up by $26.16 over 2010, topping the 2008 figure by $11.80. What can we make of this data? First, the economic recovery is finding its way into golf retail sales and, perhaps more important, golfers are willing to pay for advancements in driver technology, namely enhanced adjustability.

 About this publication   —E. Michael Johnson