Retail News

Golf Datatech

 

There were hopes at the start of the year that the general downturn in retail sales that had plagued so much of 2019 owing to the uncertainties of Brexit were starting to ease.  Golfers’ wallets appeared to be loosening giving a good start to the year. March’s weather was generally good from a golfing perspective.
More good news - mean temperatures were a little above the norm, rainfall was 82% and sunshine 134% of the long-term average, making it the ninth sunniest since 1929. Unfortunately, lurking in the wings was the growing influence of Coronavirus. This was brought to head on March 23rd with the introduction of a state of lockdown. It allowed people to take exercise but immediately there were questions - whilst cycling was clearly allowed, was golf? Unfortunately, Cabinet minister Michael Gove cleared this up by saying “I don’t think people should be playing golf.” A position that has now changed.
The effects are that all eleven product groups in value terms are massively down. Individual product performances range from -23.6% for wedges to -58.0% for putters compared to the March last year. In overall terms the month was down by -48.1% but certainly helped by a relatively better performance from clubs. The picture year to date is -22% compared to 2019 but only -15% against 2018.
Looking to the future, April’s sales will no doubt be worse still with no one playing for the complete month. While club houses are closed, retailers with good internet sites will no doubt benefit. May now offers a chance of recovery. However, some clubs may take time to re-open owing to the damage to their courses’ through a lack of green keeping maintenance.

Golf Datatech is a world leader in golf industry research. It provides the trade with specialised market research covering retail sales, inventory, pricing, distribution, along with strategic sales and marketing consultancy.

In the UK, Golf Datatech research is based on an average of 2,000,000 records per month, recorded by EPOS systems at the point of sale.

For greater detail contact John Hassett on 07976 797081