In September of 2012, the National Allied Golf Associations published their findings report about the state of golf in Canada. Since golf apparel and accessories have traditionally been a large category for premium and incentives providers, the core results are of great interest.
Also, the study indicates that the number of golfers playing fewer rounds (38%) is more than double the number of golfers playing more rounds. The effective golfer population has a very focused and narrow appeal. It is comprosed of high income earners (42%), post secondary graduates (62%) and is mostly male (70%).
Whereas 17%, or 969,000, current golfers took up the game as a child, we now see only 7% or 399,000 of today’s golfers with children playing the game. There are, however, slightly more teenagers in golf today at 513,000 players.
This study illustrates that golf may become a less significant component of the branded merchandise business due Canada’s changing demographic and cost associated with playing the game. As a result, golf offerings are becoming higher quality, brand-name oriented and incorporating more technology to aid the average golfer. Today’s golfer is much more sophisticated and will certainly recognize and expect those items which have a higher perceived value.
Illustrations courtesy of Imprint Canada