Boom Month for Apparel’s Largest Category

The stats are just out for the Golf Apparel market based on August retail sales.  Great to see Golf Apparel sales for the month were up +5.3% and up +8.8% YTD thru August.

It was a big month for men’s shirts: the largest Golf Apparel category – with sales +9%

Said Golf Datatech co-founder, John Kryznowek, “Overall golf apparel sales remained robust thru August, with both the Green Grass and the Off Course Specialty channels gaining vs. year ago.  And compared to 2019, total Golf Apparel sales are up close to 60%, showing just how far ahead the industry is vs. the pre pandemic period.  Good weather during August was certainly very helpful, as men’s shirts and total headwear sales, the largest and second largest categories in shop, were up double digits combined.”

Total Apparel August 2022 (On-Off Course)

On-Off Course August ’22 vs ’21: Dollars +5.3%
On-Off Course August ’22 vs ’19: Dollars +48.9%

On-Off Course YTD ’22 vs ’21: Dollars +8.8%
On-Off Course YTD ’22 vs ’19: Dollars 59.7%

Good Winds for May Apparel Sales

US May 2022 Total Apparel Market

On-Off Course May ’22 vs ’21: Dollars +4.9%
On-Off Course May ’22 vs ’19: Dollars +14.0%

On-Off Course YTD ’22 vs ’21: Dollars +3.8%
On-Off Course YTD ’22 vs ’19: Dollars +21.6%

Summary

Six of eight apparel categories went up in May of 2022 vs. 2021, up 4.9% for the month

On a YTD basis, total apparel sales in dollars were up 3.8%, with growth in all eight categories

Compared to 2019 levels, May of 2022 was up 14.0% and YTD was up 21.6%

Men’s Tops and Outerwear were both up the most for the month of May, improving by 17.9% and 11.3% in dollars. Both of these categories are weather sensitive, and sales increases are often the result of less than ideal weather

 

May Sales Boost for Equipment

Five of eight equipment categories saw increased sales during May 2022 vs. May 2021, led by Golf Gloves, which were up +10.8% for the month

Golf balls bounced back from a 12% decline in April to forge a +2% improvement in May. What’s more, on a YTD basis, golf ball sales in dollars are  only down about -2%.  Golf ball sales were seriously impacted by manufacturing challenges thru the first five months of 2022, and due to a lack of inventory, normal early season promotions for most major brands were cancelled or severely curtailed.

Of the four club categories, two (Wedges & Irons) improved in dollars, although clubs still suffer from tight component supplies, particularly in shafts.

Commented Golf Datatech co-founder John Kryznowek, “After a couple of months with sales declines in March and April, total equipment improved by almost 2% for the month of May.  Supply issues continue to hamper the manufacturer’s abilities to meet consumer demand in clubs, while trade inventories remain extremely tight in consumables”.

Total US Retail Equipment Market

 On-Off Course May ’22 vs ’21: Dollars -1.4%
On-Off Course YTD ’22 vs ’21: Dollars -2.5%

Strong Signs for Apparel this Month

The retail sell thru data is now out for the U.S. Apparel category and, despite slow sales for equipment, apparel seems to be faring well with total golf apparel sales for the month of March up 5.3%.  Interestingly, both Green Grass and Off Course sales have improved by similar amounts.

March 2022 Apparel Sales Summary

  1. Men’s shirts, which are the largest single apparel category, were up 4% for the month and YTD. While units have declined, Average Selling Prices on men’s shirts are up 10% YTD and are at all-time highs.
  2. YTD Average Selling Prices are up mid to high single digits across most apparel categories
  3. Inventories remain very tight in several product categories, in particular in men’s shirts, where inventories are 8% below last year and 28% below 2019 levels.

On the latest results, Golf Datatech co-founder, John Krzynowek commented:  “Contrary to equipment, which hit a rough patch with slowing sales, apparel sales remained brisk even with limited availability of some key products, such as men’s shirts. Demand seems robust but, so far, the major brands continue to chase supply.  Whether it is raw material issues, manufacturing/Covid outbreaks or shipping, the apparel category is succeeding thru Q1 of 2022 despite itself.  Limited supply results in higher prices, which may impact demand down the road, but for the moment the category continues to grow.”

 

Good Start for Equipment Sales

January was another month of sales improvement with total sales of golf equipment up by 6.1% vs. 2021, and hitting an all-time high for the first month of the year + 51.8% above 2020 levels. (Note: January 2020 was pre-pandemic).

Value sales in every product category were up compared to January 2021, with the exception of Wedges. However all club segments sold fewer sticks than prior year.

On the release of the new figures, Golf Datatech Co-Founder John Kryznowek said, “The good news is that equipment sales in dollars continue to grow, however units sold have slowed and in most categories are contracting vs. prior year. This indicates that the value improvements are being driven by higher than average selling prices, which are already at, or near, all-time highs in virtually every case.  With all the turbulence in the world today, including inflation, potential military conflict, as well as continued shipping and manufacturing challenges, the economy is at a tipping point and trying to predict how 2022 plays out has become increasingly difficult.”