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Purchasing Power


July 30, 2014

Just like most consumers, golfers increasingly believe they’ll pay less for products by shopping online. The best price doesn’t always indicate where and how golfers are shopping, but practices are starting to change. A recent Golf Datatech study revealed that the online channel is still a distant second to purchases at on- and off-course shops, mass-market retailers and sporting-goods stores. Yet across all categories (woods, irons, balls and shoes), about one third of purchases are made online, slightly up from 2007. In shoes and balls, more purchases are made online than any other individual channel. In fact, among better players (10-handicaps and lower) nearly 40 percent of golf-ball purchases are online versus 27 percent for off-course shops, a reversal of those numbers from 2007. —Mike Stachura