Golf Datatech, the golf industry’s largest independent research company, has this week released January 2022 retail sell through figures for both the Apparel and Equipment categories confirming that while total industry sales continue to increase, sales growth has slowed.
Apparel Ahead of Pre-Covid Sales Levels
Total Apparel sales through the On/Off Course specialty channels were 3.7% lower compared to January 2021, but were up 7.4% vs. 2020 (pre-pandemic) and 22.4% against 2019, indicating how significantly the Apparel business is ahead of where it was prior to Covid.
Two out of 8 product categories were down in January, while both women’s shirts (+5.9%) and men’s bottoms (+9.3%) gained over the previous year.
Unit sales were significantly lower in most Apparel product categories and only strong average selling prices were able to keep dollar sales from being well below previous levels.
Equipment Sales Rise
January was another month of high total golf equipment sales, which grew by 6.1% vs. 2021, and hit 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 the year before.
“The good news is that Equipment sales, in dollars, continue to grow however units sold have slowed and, in most categories, are contracting vs. the year prior,” said Golf Datatech co-founder John Krzynowek on the new figures. “Value improvements are being driven by higher 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 rampant inflation, potential military conflict, as well as continued shipping and manufacturing challenges, the economy is at a tipping point. Trying to predict how 2022 plays out has become increasingly difficult.”
On the latest figures for Apparel, Kryznowek believes the weather has brought some challenges to some markets. “Rounds played for January ’22 were down 12% compared to 2021 and when golfers are not playing the game they’re not as likely to walk through the golf shop to buy apparel. As almost 75% of all golf apparel is sold in a pro shop, poor weather can have a more significant impact on soft goods”.
ABOUT GOLF DATATECH
Golf Datatech was established in 1995, and since that time it has become the industry’s gold standard for accurate and timely information on retail sales, inventory, pricing, and distribution of golf products through the on and off course channels. In 1998, the company extended its reach into consumer research, strategic sales, and marketing consulting. In 2006, the Company expanded its retail and consumer research programs into the United Kingdom and in 2008 added markets in Europe. Golf Datatech now produces the first-ever digitally driven golf retail sales reports for the US, UK, Sweden, France, and Germany
For further information please contact: