2020 Serious Golfer Shopping & Purchasing Habits

The Shifting Retail Markets for Equipment



Investigate changes in the Retail Golf Market for equipment  by conducting the eighth installment of this critical study (previously known as Retail Channel Segmentation). This comprehensive study analyzes the shopping and purchase patterns of serious golfers in various retail channels, including  Green Grass, Off Course Specialty Retailers, Custom Fit/Build Specialists, Sporting Goods Stores, Online Golf Retailers, Online Auctions, Amazon, and Direct to Consumer (from OEM).

This 2020  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.


Over 2,500 Serious Golfers from Golf Datatech’s Database of Serious Golfers participated in the study via Golf Datatech’s secure servers. Everyone who participated 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.


The results from the 2020 questions were trended against results from previous studies conducted in 2003, 2005, 2008, 2010, 2012, 2014 & 2017 where appropriate. The survey covered 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.

Report now available.

Complete Report (Balls, Clubs, Shoes, Gloves) – $5,000

To purchase or to learn more click here.