Apparel Takes a Tumble in February

Total golf apparel sales thru the on- and off-course channels fell by 18.8% for the month of February and are down 18.4% YTD.

Every Apparel category was lower this February, with the most substantial drop coming in Men’s Shirts (-24.5%), which is also the largest overall golf apparel category by far.

US February 2024 Retail Total Market (On-Off Course)

On-Off Course February ‘24 vs ‘23: Dollars -18.8%
On-Off Course February ‘24 vs ‘19: Dollars +21.3%

On-Off Course YTD ‘24 vs ‘23: Dollars -18.4%
On-Off Course YTD ‘24 vs ‘19: Dollars +22.7%

Less than ideal weather in some of the largest golf markets in California and Florida certainly put a damper on overall golf apparel sales last month. However, underlying demand has been weak for the past 8 months.  All-time high sales during the first two months in 2023 make for very challenging comparisons this year, and the apparel business is up against a challenging environment.

Said Golf Datatech co-founder John Krzynowek, “Getting off to a slow start in apparel isn’t a guarantee that the year will end poorly, as only 11% of total year sales are done during the first two months”.