2022 Serious Golfer Shopping & Purchasing Habits

The Shifting Retail Markets for Equipment



Investigate the current state of the Retail Golf Market for equipment and apparel by conducting the ninth installment of this critical study (previously known as Retail Channel Segmentation). This comprehensive study conducts a deep dive into the shopping and purchasing patterns of serious golfers in the various retail outlets including the following channels: Green Grass, Off Course Specialty Retailers, Custom Fit/Build Specialists, Sporting Goods Stores, Online Golf Retailers, Online Auctions, and Direct to Consumer (from OEM).

This 2022 study places additional emphasis on the Online Channels, investigating:

  • 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 &  golf gloves.


Just over 2,000 responded from Golf Datatech’s Database of Serious Golfers participating in the study via Golf Datatech’s secure servers. Every respondent was entered into a random drawing for golf merchandise. Brand names of the incentives are not revealed to prevent response bias. The data was tabulated and written into a comprehensive analysis with relevant graphs and tables provided to subscribers.


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.

Complete Report (Balls, Clubs, Shoes, Gloves) – $5,500

Results NOW AVAILABLE To purchase or to learn more click here.