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.”