Are Golfers Finally Starting to Balk At Driver Prices?

[Golfspy_CG2]

As some know. I work at a course and do a lot of the fitting and all the equipment sales there. 
 

This year (going back to the fall) has been a big driver release year. Titliest having launched the TSR line and PING relaxing the G430 after 2 years and the buzz about the Paradym.   Add on Stealth2, Aerojet, Mizuno. Srixon all having new models. 
 

But we have seen a noticeable decline in driver sales and interest so far.  I know it’s early in the season.  But it’s a lot less than last year.   There is some talk about the Paradym and people are asking about the G430.  But no real buying internet. 
 

So this has be thinking that maybe OEM have finally reached a price threshold that consumers are saying, No more! . Many of the drivers hitting $600 and even $750 plus for a premium shaft.  
 

I know there are many retail guys here and those of us ho’s who usually buy w due year, what do you all say?

[GolfSpy_APH]

I guess I will answer your question with another question or kinda statement.

Do you think the customers you have who likely have been fit before are knowledgeable enough that they feel there is better value in buying last year's release at what would be half the price? 

More golfers are being fit, more golfers are getting more knowledge and maybe this in turn is leading to "smarter" purchases. Or more value purchases knowing they can get 95+% of the performance at 50% of the price. 

[GolfSpy TCB]

It is a difficult question, and a good one Rob.  I guess the prices may be getting close to the area that would limit the "driver a year" (or more in your case Rob...haha).  mindset the golf buying public have been operating under for the past several years.  If sales volume is down... that could indicate a price threshold reached... or it could be a more educated golf buying market that realizes that the gains from from one year to the next, or one model to the next may not be work the investment... 

Personally, I like shiny and new, but I would agree the cost is getting to the point that I might pull back on my budget to every other year, rather than every year.  

1 minute ago, GolfSpy_APH said:

I guess I will answer your question with another question or kinda statement.

Do you think the customers you have who likely have been fit before are knowledgeable enough that they feel there is better value in buying last year's release at what would be half the price? 

More golfers are being fit, more golfers are getting more knowledge and maybe this in turn is leading to "smarter" purchases. Or more value purchases knowing they can get 95+% of the performance at 50% of the price. 

we had a similar thought APH!

[Javs]

10 minutes ago, GolfSpy_APH said:

I guess I will answer your question with another question or kinda statement.

Do you think the customers you have who likely have been fit before are knowledgeable enough that they feel there is better value in buying last year's release at what would be half the price? 

More golfers are being fit, more golfers are getting more knowledge and maybe this in turn is leading to "smarter" purchases. Or more value purchases knowing they can get 95+% of the performance at 50% of the price. 

I agree entirely. I recently purchased a G425 LST when the G430 came out and paid a lot less. After hitting both and seeing minimal difference in distance and dispersion it was a no brainer!

[Golfspy_CG2]

10 minutes ago, GolfSpy_APH said:

I guess I will answer your question with another question or kinda statement.

Do you think the customers you have who likely have been fit before are knowledgeable enough that they feel there is better value in buying last year's release at what would be half the price? 

More golfers are being fit, more golfers are getting more knowledge and maybe this in turn is leading to "smarter" purchases. Or more value purchases knowing they can get 95+% of the performance at 50% of the price. 

Some places that might be the case 

But I don’t think so for our course.  We are a public muni and while we offer fitting capabilities with qualified staff.  Our customers are largely buy what I see on TV.   Yes. Your player influence is a real thing.  Maybe not to informed forum members but to the general buying public. Absoultly so. 

There are less people along me aboit the new Paradym or new stelath.  I do think part of it is the Stealth2 affect.  Last year it was new and radical.  This year many think it’s just version 2 of the same thing. 

Maybe if a Rahm wins AGAIN today for the 3rd time with the Paradym maybe we’ll get a bit of a rush. 
But I think it is the price effect making people think this year more than before 

[ParFore74x]

Solid points. I believe that it is a combination of both price and knowledge. Everyone has their limits when it comes to prices. I heard a lot of balking at prices when they hit $500. Seeing some of them hit $700+ definitely has to limit the market. That being said, manufacturers may not sell a ton of the highest prices driver but they probably do sell enough to justify it. My guess would be that most people who are looking at a new driver are staying in that $500ish range with the stock shafts.

As for the knowledge aspect, I feel that a lot of players have realized that a new driver every season may not be an improvement for their game so maybe buying a new driver every two or three seasons makes more sense. 

[GolfSpy_BNG]

I’m probably a prime example of a fool and his money are soon parted as my current setup Srixon ZX5 MKII LS and autoflex shaft  is pushing the grand mark and I’m still gonna try the Paradym/Wilson/Mizuno. 
 

As for the price going up, I see the bigger problem being how much the discount becomes when buying last years. Right now secondhand driver heads from last year land around $300 depending on condition. I wouldn’t be surprised if we see the used market price start to rise instead of new prices coming down if the oems aren’t selling as much as they think they should. 
 

 

[Blueberry_Squishie]

High inflation would be playing a role as well. If you're looking to cut spending from your budget, not buying new golf clubs is an easy one.

[GolfSpy_KFT]

I am in the camp of just not being able to justify spending so much money on ONE club that I won’t use on every hole of the course. Part of that is just because I don’t have the budget for it but also because I know how fast they depreciate. I can go on global golf and get last year’s model for a significant savings in really good condition for a fraction of the cost. The logical thinker in me has a hard time looking past that. 

[Tom the Golf Nut]

26 minutes ago, Jnoble89 said:

 because I know how fast they depreciate. I can go on global golf and get last year’s model for a significant savings in really good condition for a fraction of the cost. The logical thinker in me has a hard time looking past that. 

+1 on this.

I have been buying previous model year equipment for over 20 years. Saved tons of money that way. 

[GolfSpy_APH]

I think MGS did a survey on this, but I also wonder how often many are looking at replacing a driver. With last year being a good year for drivers and TSR getting a ton of hype and being well recognized, maybe it is also a factor of just not needing one because last year the larger purchase was made?

[CrazyGolfNut]

I would like to buy a new driver but will not be getting the most current one on the market. I will be shopping for last years models and save some money.  I remember when drivers hit the $250 price and everyone thought it was bad.  Now they are $500 to $600??? I might have to take up bowling.   

[drb1956]

I purchased a G410 in 2020 for $399. That is my limit! And, I will be playing this driver for quite a few years. I am not one to be buying drivers every, or even every other year. My last driver, a Diablo Octane, I played for 10+ years. Not a club ho, as I try to make an informed purchase, and then stick with it. $600+ is kind of getting into stupid money territory fo me. Don't really care what the pros are playing...

[wbn]

I don't see anything to tempt me into buying a new driver. I'm fine with my 2 year old driver with an after market shaft. The new shaft was about 1/4 of the cost of a new driver.

I believe that the industry has reached neasr peak level of limitations and new claims are so minimal that the cost does not justify any results which are probably also minimal.

[Bucky CC]

I'm in this exact dilemma right now.  I'm a little wild off the tee (who isn't) and wouldn't mind seeing what's out there.  On the other hand my Radspeed driver is only 2 years old and there's a very low probability that any of the new drivers will be a significant improvement over it.  I can guarantee if drivers were a little cheaper I would be all over a new one.  Looking at $600+ for a 2023 model ($850 for a Paradym with "stock" Ventus shaft) has me reluctant to even demo anything for fear of falling in love with something new.

I do have some shop credit though so I'm sure I'll find a way to justify hitting up some demos once the snow melts.

[Sparkee]

The latest trend I have noticed is  players selling the head and keeping their shaft for their next one . So if you keep THE shaft that works for you and just look for the head you might want or even come across one that you have been wanting to try for a fraction of the cost .

[jdennish]

The prices are crazy. Most of the time when you get a handicapper like me around 16, It's the archer not the bow. I will be 66 in September and I think I need to be fitted, because my swing and speed have changed. I'm still searching for that magic club and it's just not there. I want the new Paradym, but I will go by what the fitter tells me at my local CC.He's the type that will tell you to keep what you got if there is minimal difference. I think it is time for me to go to a senior shaft, but we will see.

[Stevem]

In addition to the question as to whether Drivers are beginning to hit a pricing wall, we should also look into whether putters are or may soon do the same thing as a slow "flood" of Putters are now approaching the $ 500 price tag and far exceeding it with an exotic "putter specific" shaft.  Former premium price tag OEMs like PXG and Scotty Cameron......no longer are.   Not sure how long this will be sustainable for the flat sticks.  Will be interesting to see, that is for damn sure.  And I post this recognizing there will always be "boutique" putter companies that test the boundaries of price elasticity for a specific market of club afficionados.    

[6 Million Dollar Man]

Not just because I play them but I wonder how disruptive PXG has been.  During the Genesis they were advertising drivers at $199 again.  They always have some sort of deal on their stuff. Because they are private we may never know how much of a market disruptor they are.  But at my club im seeing more and more PXG headcovers.

 

Second point.  Once you have been fitted 5 or 6 times as I have, you just know.  I swing at 90 MPH.  Once you know a little about soft tip versus firm tip, shaft weight, etc. You can gamble on fitting yourself.  I'm not tooting PXG's horn but they will walk you through the rest on the phone.  Worked for me on a driver, two fairway woods and two wedges.

 

The same mentality can be applied to any club manufacturer and versus $600+ it's worth a roll of the dice especially if you go to a place like Dick's and hit a few models.

Edited February 20, 2023 by 6 Million Dollar Man

[burnsie]

I think most golfers are becoming more aware of “slick” marketing as a way for OEMs to continue to gouge their customer base for ridiculous profits.  Every year, religiously, they all come out with “the greatest driver ever made!”; until next year, and all that hype was just crap. THIS YEAR’S model is now the greatest!  Folks, the technology just doesn’t evolve that quickly!

Let’s face it, just because John Rahm can hit the snot out of the ball with his new Paradym doesn’t mean we all can! If you spray your tee shot invest $150 with a local pro and fix your swing. It’ll feel like a “Jailbreak!” 

 

[null]

8 minutes ago, burnsie said:

I think most golfers are becoming more aware of “slick” marketing as a way for OEMs to continue to gouge their customer base for ridiculous profits.  Every year, religiously, they all come out with “the greatest driver ever made!”; until next year, and all that hype was just crap. THIS YEAR’S model is now the greatest!  Folks, the technology just doesn’t evolve that quickly!

Let’s face it, just because John Rahm can hit the snot out of the ball with his new Paradym doesn’t mean we all can! If you spray your tee shot invest $150 with a local pro and fix your swing. It’ll feel like a “Jailbreak!” 

 

Hate to break the news to you, but this happens in every industry 

TVs, cars, phones, etc

Yet internet golfers are the only once’s that whine about it incessantly

If you don’t need a new driver, don’t buy one. If someone has the money to buy new clubs whenever they want, then more power to them. 

[burnsie]

13 minutes ago, 6 Million Dollar Man said:

Not just because I play them but I wonder how disruptive PXG has been.  During the Genesis they were advertising drivers at $199 again.  They always have some sort of deal on their stuff. Because they are private we may never know how much of a market disruptor they are.  But at my club im seeing more and more PXG headcovers.

 

Second point.  Once you have been fitted 5 or 6 times as I have, you just know.  I swing at 90 MPH.  Once you know a little about soft tip versus firm tip, shaft weight, etc. You can gamble on fitting yourself.  I'm not tooting PXG's horn but they will walk you through the rest on the phone.  Worked for me on a driver, two fairway woods and two wedges.

 

The same mentality can be applied to any club manufacturer and versus $600+ it's worth a roll of the dice especially if you go to a place like Dick's and hit a few models.

 

16 minutes ago, 6 Million Dollar Man said:

During the Genesis they were advertising drivers at $199 again.

If I’m not mistaken, these clubs are the 2021  0211 drivers. If you go on their website now you’ll find they’re all sold out!  A great driver at a great price! What a novel idea!!

[BigUrsus]

R580xd came out 20 years ago with a $500 pricetag. I'd say driver prices have remained fairly unchanged since. 

[Mitch H]

I think it is a combination of things. I can think of three.

1) prices are too high

2) customers are more educated

3) COVID. Let me explain. Golf demand always goes through up and down cycles. When COVID hit, and golf was one of the only exercise one could get outside that was acceptable given the almost automatic social distancing, demand went through the roof. Now that the world is getting close to equilibrium, people are no longer playing golf because there are other things to do. So because of the world getting into a COVID equilibrium, demand is going way down.

my $0.02

[tarrantian]

15 hours ago, GolfSpy_APH said:

I guess I will answer your question with another question or kinda statement.

Do you think the customers you have who likely have been fit before are knowledgeable enough that they feel there is better value in buying last year's release at what would be half the price? 

More golfers are being fit, more golfers are getting more knowledge and maybe this in turn is leading to "smarter" purchases. Or more value purchases knowing they can get 95+% of the performance at 50% of the price. 

Where are you seeing last year’s at half the price?
 

THAT is one of the biggest issues for me, in that I used to lag a year behind for the very reasons you cite, and indeed the savings on the outgoing model were substantial…

I’m finding in the past few years (at least here in Canada) the price drops for older models are no where near 50% - More likely 25-30% max. Even 2 year old models aren’t even hitting the half off mark.

Hence, my thinking is why not get the latest version as the savings don’t justify me waiting…

It is getting ridiculous however, I just dropped $2K CAN on Saturday for 3 clubs LOL!!

[John Bachman]

I usually get the previous year’s model when the price drops. I do see the market getting so over saturated that I believe equipment companies will hit a wall in the near future. That and the cost of new equipment is not a positive trend. 

[Frye]

Was at my local golf store yesterday.  Hybrids for $280.  Okay.  I'm still playing my 10+ yo Cobra Baffler Rail H's.  I'll stick with those thank you.

[russtopherb]

It's February. 

What's this years sales trends vs last years at this point in time? You've got a good portion of the US that isn't able to golf right now, so why would they rush out to buy a driver they can't really use for another few months? 

Feels like this subject is a trend every single release season. "They're too expensive!" "Marketing lies!!" and then at the end of the year the big OEMs announce massive revenue for the year. So obviously people are buying.

[russtopherb]

40 minutes ago, Golfspy_Lukes said:

Hate to break the news to you, but this happens in every industry 

TVs, cars, phones, etc

Yet internet golfers are the only once’s that whine about it incessantly

If you don’t need a new driver, don’t buy one. If someone has the money to buy new clubs whenever they want, then more power to them. 

This right here. 

Guitar manufacturers come out with new models every year. The Strat and the Les Paul are pretty much the same design as they were when they were introduced. Sure, different woods now and the electronics are better, but I have never once in my life heard a musician exclaim that they bought an instrument last year and dammit they should have waited because THIS year's model blah blah blah. 

[Headhammer]

I would agree with others that it's a combination that prices are too high, consumers are more educated and they've become less influenced by the faux claims of longer/straighter every year. While I've liked the looks of a number of new drivers the last few years I stopped chasing them thinking I was going to be bombing it past my previous model. All that being said, people are still buying they latest and greatest. Last night while taking my trash can to the curb a neighbor was walking his dog and I asked "what's new?" He proceeded to tell me he just ordered the new TItleist driver for $600 without ever hitting it!