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A Publication of the National Golf Foundation

Questions, Answers and Insights for Everyone Interested in the Business of Golf

Studying Golf Consumers: COVID-19
Is Golf Primed to Capture Greater Share of Discretionary Spending?

by National Golf Foundation

June 2020

In early June, as the pandemic wears on, the outlook seems to improve for golf.

Fewer “core golfers” show serious financial vulnerability, according to NGF’s latest consumer research, with the proportion saying they have a considerably worse financial outlook half of what it was two months prior (11% versus 22%). Many of these golfers — the game’s best customers — continue to add to their discretionary budgets, either by decision or because of the limitations in leisure spending that are the result of business shutdowns and regulations.

Source: National Golf Foundation

 

Alongside this is mounting evidence (both anecdotal and empirical) that demand for the game is now higher than it’s been in years.

The obvious question becomes whether golf can or will take advantage of these favorable conditions; not just with increased play, but also with increased spending on soft (apparel, shoes, hats, bags, gloves, etc.) and hard goods (golf clubs and balls).

The answer there remains unclear, but with a build-up in golf demand and fewer ways to put leisure money to work, golf is well-positioned to capture a greater share of discretionary spending.

Source: National Golf Foundation

 

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National Golf Foundation

The National Golf Foundation is a community of individuals and golf businesses committed to being the most well-informed advocates for the growth of the industry. With the world’s largest research team dedicated to golf, NGF provides members with the most accurate and objective insights on the game. We help golf businesses better understand their market and grow their businesses. The NGF is the only association for everyone in golf, and we advocate for growth by educating and connecting our members.

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For the NGF’s latest research and information about how the coronavirus pandemic is affecting the golf industry, please click here.