Balls and Wedges Sales Ahead for July

The retail sales numbers have now been released for durables, clubs and distance devices for July 2022.  Total golf equipment sales were less than 1% below July 2021 and 51% ahead of pre-pandemic 2019 levels

Total July 2022 US Equipment Market (On-Off Course)

On-Off Course July ’22 vs ’21: Dollars -0.9%
On-Off Course July ’22 vs ’19: Dollars +51.0%

On-Off Course YTD ’22 vs ’21: Dollars -4.7%
On-Off Course YTD ’22 vs ’19: Dollars +40.3%

On a Year-to-Date basis, 2022 is down 4.7% vs. ’21

Golf balls were the big winner in consumables for the month, up 12%, benefitting from some good weather and improved availability of product.  While wedges led the durables side of the business, also improving by close to 12%, riding the wave of new products.

Woods, which are one of the largest product categories, tumbled by 13% for the month, however sales remain 35% ahead of 2019 levels.

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

 

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.”

 

Seven Apparel Categories Up in February

Retail sell thru data for apparel is published today with total Apparel sales for the month of February through the On/Off Course channels up +9.0% and +3.3% YTD

Seven out of eight categories were up for the month, with only Outerwear declining.  The fastest growing category was Men’s Bottoms, which included pants and shorts, +16.7%.

Average Selling Prices (ASP’s) rose for every product category, some double digits, as inflationary pressures build and impact every step of the manufacturing and distribution process

On the latest results, GDT co-founder John Krzynowek said, “Golf apparel is not exempt from feeling the pinch from higher costs, and then passing those costs on to the golfer.  Manufacturing apparel is facing increased labor and material costs, along with the expense of shipping, which has caused retail prices to rise significantly over the past two years.  Ultimately these higher retail prices are going to curtail consumer demand and cause an overall slowdown in sell through.”

 

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.”

 

NEW TODAY! Purchasing Power of Women in Golf

Today, we are delighted to publish our latest study, “Purchasing Power of Women in Golf” which dives deep into the size of the women’s golf market, estimating it at more than $1.5 billion for combined golf equipment and golf apparel.  At that size, the women’s ‘Purchasing Power’ is larger than any single product category in golf equipment.

On top of estimating the size of the market (down to the product line level), the report also investigates the motivations for playing the game, as well as what women like and dislike about it. Some of the insights are exactly what you might expect while others are surprising. However, confirmation of how women feel will provide both equipment and apparel marketers, as well as golf course management, insights to better understand the points of view of this crucial market.

Some of the most impressive insights were provided directly from the women themselves: many writing paragraphs about their opinions on golf products designed for women (Hint:  Some are positive, but many are not complimentary).  The study is based on responses from over 1,400 Women Golfers in October of 2021, as the golf season was winding down in much of the country.

“Just because I’m a woman, it doesn’t mean I want pink, lavender, or baby blue. Respect that my preferences are as individual as my male counterparts, not a monolithic class of “women”. Sometimes I play from the other 4 tee boxes, not just the forward. I have the same golf goals as any other golfer.”

For more information on this fascinating and important study, click here  where a link to purchase is also available.