I'm back from Scottsdale this week, and the golf bug bit me hard. To make things worse, we're expecting 4-5" of snow today in the Midwest, so I still have a few weeks left before the clubs can firmly stay in the trunk for the year.
Also, the WM Phoenix Open was awesome. I could write an entire newsletter on it. While I couldn't stay for the whole day, I was blown away by the magnitude of the tournament operation for a non-major golf event. All I know is that I need to get back there again, and this time, secure a suite pass for #16. Looked incredible.
On to this week's newsletter...With two key February holidays approaching, many golf shops are preparing their first promotions of the year. Whether you're planning a Valentine's Day special or a President's Day sale, here are some tips on creating and communicating effective pro shop promotions.
Creating a Sale
Understanding the Psychology of Discounts
Let's start here. One of the most crucial aspects of running a successful sale is how you present your discounts.
The "Rule of 100" provides a proven framework:
- For items under $100, use percentage discounts (e.g., "30% off")
- For items over $100, use absolute dollar amounts (e.g., "Save $50").
This approach maximizes perceived value—a $30 discount on a $60 shirt feels more substantial as "50% off" than as a dollar amount.
Pricing Examples Using the Rule of 100
- Golf Gloves ($28 retail): Advertise as "40% off" rather than "Save $11.20"
- Premium Polo ($85 retail): Use "35% off" instead of "Save $29.75"
- Driver ($549 retail): Promote as "Save $150" rather than "27% off"
- Golf Bag ($279 retail): Market as "Save $80" instead of "29% off"
- Push Cart ($199 retail): Display as "Save $60" versus "30% off"
Strategic Sale Planning
Before launching your promotion, consider these key elements:
Timing and Duration
Set clear start and end dates for your sale. Limited-time offers create urgency, but avoid making the window too narrow—many members visit the club on specific days of the week. A 7-10 day promotion typically works well for holiday sales.
Inventory Selection and Management
Focus on items that will resonate with the season. Consider this inventory management strategy:
Winter Clearance (Higher Discounts)
- Previous season outerwear: 40-50% off
- Winter accessories (beanies, gloves): 35-45% off
- Rain gear: 30-40% off
New Season Transition (Moderate Discounts)
- Light layering pieces: 25-30% off
- Spring apparel preview: 20-25% off
- Golf bags: $50-$100 off
Premium/New Items (No/Limited Discounts)
- Current season equipment: $50-$150 off
- New arrival apparel: Sell exclusivity
- Premium accessories: Sell exclusivity
Display and Merchandising Best Practices
You've figured out the sales strategy, and now it's time to physically set this sale up in the shop. Here's a few tips I've found and commonly see in pro shops today (and in my younger days work in retail - Florida Mall - American Eagle Outfitters Alum!).
Layout Strategies
-
Create a "power wall"(or table) display visible from the entrance
- Use tiered fixtures for varied product heights
- Position best-selling items at eye level
- Ensure proper lighting highlights key products
-
Category Grouping
- Organize by gender, then by product type
- Create color stories within categories
- Position complementary items nearby
-
Visual Merchandising Elements
- Use high-quality display stands and decor
- Implement elegant, on-brand sale signage in club colors (see below)
- Create lifestyle vignettes or OOTS (Outfit of the Sale) mixing sale and full-price items
Signage and Communication Guidelines
So now, everything is set up. You have your sales figures, the sales items, and a beautiful display to showcase the sale - but now you have to communicate the sale and get your members there to buy.
Communicating the Sale
- Use consistent fonts and colors aligned with club branding
- Create a hierarchy of sign sizes based on discount levels
- Include both original and sale prices
- Highlight savings using the Rule of 100
- Use professional sign holders or frames (no tape!)
Member/Customer Email Example
How do you communicate this to your members? Here's a quick email template that gets to the point of your Valentine's Day sale in your pro shop. Of course, don't be afraid to add pictures of the gear!
Dear [Member Name],
Love is in the air at the [Club Name] Pro Shop! Join us February 8-14 for our Valentine's Day Sale Event featuring exceptional savings on premium golf gear and apparel.
Featured Savings:
- Save $150 on the latest Callaway Drivers
- 40% off selected premium apparel
- Buy-one-get-one 50% off golf gloves
Special His & Hers gift packages starting at $199 Plus, spend $250 or more and receive a complimentary [Club Name] logo'd performance cap ($35 value).
Shop early for best selection. Sale begins Thursday at 8:00 AM.
Best regards,
[Pro Shop Manager Name][Club Name] Golf Professional
In-Store Signage
Keep these to the point and have your eyes follow down the gear and then sale savings.
Premium Golf Apparel
Original Price: $85
NOW: 35% OFF
The other example is to follow the Costco model of showing you the updated sales price through a simple subtraction question. For example:
$19.99
-$5.99 Member Savings
$14.00
GG POV: I wouldn't use the Costco method for premium items, show the savings may be a alittle tacky. However, if you're trying to clear out older inventory, presenting the gear in this way makes it feel liquidated like a members-only discount warehouse.
Food for Thought
The success of a pro shop sale extends far beyond simple discounting—it's an orchestrated effort that requires careful planning, precise execution, and thoughtful follow-through. When properly managed, the promotions you create do more than just move inventory; they strengthen member relationships, create excitement about your merchandise, and establish your shop as a premier retail destination within your club/community.
Remember that each sale is an opportunity to learn and improve. Document what works, note what doesn't, and continuously refine your approach. The most successful shops view each promotion not as an isolated event, but as part of an ongoing strategy to enhance the member experience and drive retail success (and for golf entertainment or driving ranges, a secondary revenue channel).
Looking ahead, we'll be diving more into pro shop marketing and merchandising insights soon with a brand new partner 👀.
If this week's newsletter would be helpful to your pro shop and retail staff, I'd love it if you pass this newsletter on to them.
Have a great week, and let's Grow Golf.
-Rich
ICYMI
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