Serious Golfer Shopping and Purchasing Habits (2022)
Who buys your product? Where do they go to do so? Which specific retailers do the best job in meeting consumers’ needs?
No golf equipment or apparel brand should try to run their business without an understanding of how the products they develop will ultimately find their way to the consumer.
This is the most comprehensive study in golf, diving deep into the shopping and purchasing patterns of 2,000 Serious Golfers in across various retail channels, including green grass, off-course specialty retailers, custom fit specialists, sporting goods stores, online golf retailers, online auctions, and direct to consumer (from OEM).
Objectives
This 2022 study places additional emphasis on understanding the online channels and investigates:
- The relative size of key channels by key product offerings
- Channel shifting behavior by Serious Golfers, in golf and beyond
- The impact of Amazon on traditional channels
- Direct to consumer, attitudes and behavior
Specific products covered include golf balls, irons, drivers, putters, golf footwear and golf gloves.
Insights
The 2022 results were trended against prior studies when relevant (conducted in 2003, 2005, 2008, 2010, 2012, 2014, 2017 & 2020). The survey covers topics such as shopping frequency by product category, attitudes about retail channels, as well as retail & shopping patterns by product category. The comprehensive analysis also includes extensive cross tabs by: handicap, gender, facility played most, geographic region, alpha consumers & price points, online shopping habits and opinions.
Methodology
Over 2,000 respondents selected from our database of Serious Golfers. Every respondent was entered into a random draw for golf merchandise. The data was tabulated and written into a comprehensive analysis with relevant graphs and tables provided to subscribers.
