The Shifting Retail Markets for Equipment

Have you ever wondered where serious golfers shop? Where they buy their golf balls?  Their drivers?  Their irons?  Their golf shoes or gloves?  The ninth installment of Golf Datatech’s Serious Golfer Shopping and Purchasing Habits study expands and builds upon prior Channel Segmentation Studies completed in 2003, 2005, 2008, 2010, 2012, 2014, 2017 and 2020.

By tracking and identifying key channel trends in shopping and purchasing behavior, this expansive study provides the golf industry with unique, actionable insights into the opinions and attitudes of these critical consumers of golf equipment.

Over two thousand serious golfers responded to this in-depth research study.  2022 respondents had an average age of 51 years old, played an average of 70 rounds of golf per year, a mean handicap of 14.3, and a mean household income of $158,000. The respondents to this study are not intended to represent the total golfing population, but are indicative of how serious golfers, those who play and buy the most, typically behave.  While one in five respondents playing most of his or her golf at a Private course, the remainder plays most often at Public facilities (Public, Semi-Private and Resort).

The study analyzes the shopping and purchase patterns of serious golfers in retail channels, including Mass Merchants, Wholesale Clubs, Catalogs, Sporting Goods Stores, Online Golf Retailers, Online Auctions, Amazon, Other Online Retailers, Custom Club Fitting Specialists, as well as the traditional On and Off Course channels. Specific questions were asked about purchase habits of golf balls, iron sets, drivers, golf shoes, and gloves. Data was also collected and analyzed by key brand and price point within these channels. Further in-depth analysis is included through cross tabs.  The 2022 study places additional emphasis on the Online Channels including:

• The relative size of the most critical channels by key product offerings
• Channel shifting behavior by Serious Golfers
• The impact of Amazon on traditional channels
• Direct to consumer attitudes and behavior

Report Roadmap:

• Methodology
• Key Observations - Golf Datatech’s thoughts on the data and implications
• Current Market Conditions - Thru April 2022
• Estimating Channel Size -  On, Off, Sporting Goods/Mass Merchant, Amazon, Direct to Consumer, Other, by product line in dollars.  Also, sub-channel estimates for Custom Fitters & Online.
• Where is Golf Equipment Retail Headed?
• Executive Summary 
• Golf-o-graphics
• Detailed Results - Shopping Frequency by Product Category, Shopping & Spending Habits, Attitudes & Attitudes about Retail Channels & Retail Shopping Patterns
• Specific Product Categories Covered - Golf Balls, Irons, Drivers, Golf Shoes, and Golf Gloves
• Cross Tabs - Handicap, Gender, Facility Played Most, Age, ,  Age, Alpha Consumers, Price Points,Online Shopping Habits and Geographic Differences

If you want to know where serious golfers shop and purchase golf products this comprehensive study, with over 500 pages, will tell you.

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Confidentiality Of Report
This report, in part and its entirety, is the copyrighted property of Golf Datatech, LLC. Under no circumstances may information taken from this statistical report be used for any promotional purpose, be released orally or in writing to any media, research company or stock analyst company without the prior approval of Golf Datatech, LLC