Unfortunately, little good news
The weather in October saw slightly higher temperatures than the long term average. It was dryer too with rainfall at only 84%, and sunshine at 97% of the average. Ideal playing conditions for the time of the year. But the economy and the willingness of consumers to spend was affecting all retail sectors. Throughout October the government was giving out dire warnings about the state of the economy which will have given consumers little incentive to go out and buy. This showed up as a 0.7% decline in total retail sales compared to 2023.
The golf industry’s sales trend in value terms over recent months has varied both up and down compared to 2023. July was -3.1%, August +2.3% and September -2.0. Now October weighs in at -8%. All four main products groups showed a decline from clubs -12.4% to consumables that did better at -0.9%. Naturally, the large fall in club sales will have had a significant impact on total sales mix in October. Their high price point being a barrier to those with limited discretionary purchasing power or worried about budget concerns.
Reviewing individual items shows nine out of the eleven hardware products in decline. Only bags at +1.8% and balls at +1.2% achieving a little more than break even, compared to the same period last year. The ball performance suggests that golfers are out on the courses, if not changing their kit.
Apparel saw all eight products in decline ranging from – 21.9% for lady’s trousers and skirts to -1.3% for men’s tops. This mirroring fashion sales in the High Street.
Year to date figures have recently shown a constant downward trend. July was -2.5%, August -1.8% and September -1.9% compared to the same periods last year. So, it is no surprise based on this month’s sales that the trend fell further to -2.4%.
Golf Datatech is a Circana Company and the leader in golf industry research. and marketing consultancy.
For greater detail contact John Hassett on 07976 797081
Definitions
Clubs: Woods, irons, putters, and wedges
Apparel: Men’s and women’s shirts, bottoms, tops and weather wear
Consumables: Balls and gloves
Light Durables: Shoes & Bags
Retail News
PowaKaddy Strengthens UK Sales Team with Appointment of New Area Sales Manager
PowaKaddy is pleased to announce the appointment of Jack Venn as the new Area Sales Manager for South-West England and South Wales. Jack, a PGA Professional with extensive experience in the golf industry, joins the company to support continued growth and further enhance the exceptional service PowaKaddy provides its customers in the region.
Jack brings a wealth of expertise to his new role, having spent the last five years as a Master Fitter and Sales Specialist for PXG UK in the South of England. His career has also included roles as a Custom Fit and Product Training Representative with Cobra Puma Golf, Head PGA Professional at Boringdon Golf Club, and Sales Assistant with American Golf. This diverse experience positions Jack perfectly to deliver outstanding service and support to PowaKaddy’s retail partners.
“I’m thrilled to be joining PowaKaddy, a brand synonymous with quality and innovation in the golf industry. The new range for 2025 has blown me away with some amazing new products and I can’t wait to get started. With my background in fitting, training, and professional golf services, I believe I will be a great fit for the brand, and I’m excited to support our retail partners and help drive growth in the South-West England and South Wales region,” he commented.
Graeme Wigham, UK Sales Director for PowaKaddy, added: “We’re delighted to welcome Jack to the team. His extensive experience and understanding of the UK golf industry, coupled with his obvious passion and enthusiasm will be invaluable in strengthening the support we offer to our customers. Jack’s appointment underlines our commitment to delivering first-class service and driving business growth and we’re pleased to have him on board at a time when we are introducing some hugely exciting innovative new products to the market.”
Jack can be reached at jack.venn@powakaddy.co.uk or 07976568353.
For more information on PowaKaddy’s 2024 range of high-performance trolleys, bags, batteries, and accessories, visit: www.powakaddy.com.