According to Golf Datatech (GDT), the latest figures reveal a notable downturn in golf apparel sales, signaling a shift in the market landscape. In March 2024, sales at both on- and off-course specialty stores plunged by over 10 percent compared to the same period last year. The first quarter of 2024 witnessed a similar trend, with sales declining in the mid-teens. Every product category experienced a decline in March 2024 compared to the previous year, with significant double-digit drops observed across five of the nine segments monitored by the research firm.
Despite the downturn, there’s a silver lining. March’s golf apparel sales, while down by 10.5 percent year-over-year, still reflect a nearly 30 percent increase compared to the pre-pandemic levels of March 2019. Similarly, first-quarter sales, though experiencing a 15.3 percent decline year-over-year, remain significantly higher than the pre-pandemic period, boasting a nearly 25 percent increase compared to the same quarter in 2019.
“Golf apparel spending continues to outpace pre-pandemic levels,” noted Golf Datatech Co-Founder John Krzynowek. “However, after reaching its peak in June 2023, the category has been on a downward trajectory in the first quarter of 2024. Sales in the green grass sub-channel, which represents the majority of golf apparel sales, have dipped by almost 19 percent year-to-date, while off-course specialty stores have seen a 6 percent decline.”
The data underscores a notable shift in consumer behavior within the golf apparel market, prompting industry stakeholders to reassess strategies and adapt to evolving market dynamics.
