Every golfer who walks into your pro shop is a revenue opportunity—but how many of them walk out with just a sleeve of balls or a ball marker?
The truth is, most pro shops unintentionally train golfers to think of retail as an afterthought. But with a few smart tweaks, you can change that—and one of the most effective ways is through intentional, strategically built product bundles.
Bundles are more than a discount trick. They’re a way to:
- Raise average order value (AOV)
- Move seasonal or hard-to-sell items faster
- Increase perceived value without giving away your margins
- Create easy talking points for your staff to drive more conversions
Let's go through some ways for you to do it right.
Why Strategic Bundles Work
When you build bundles around how golfers actually think and shop, you’re not just selling products—you’re solving problems. You’re giving them a ready-made solution to a need they may not have verbalized, but instinctively recognize.
Here’s why this works:
- Convenience: The golfer doesn’t have to think—just grab and go.
- Framing: When multiple items are presented as a “deal,” it reframes their value as greater than their individual parts.
- Psychology: People love getting something “extra.” Even a small freebie can tip them toward a purchase they were on the fence about.
5 Key Principles of High-Converting Bundles
1. Build Around Real-World Use Cases
Think like a golfer, not a retailer. What are they doing, where are they going, what do they need?
Examples:
- Tournament Day Kit: Polo + Glove + Balls
- Rainy Day Pack: Rain glove + Towel + Umbrella
- New Golfer Starter Bundle: Glove + Balls + Tees + Hat
When items serve a purpose together, the bundle feels useful, not just promotional. That increases trust and satisfaction—both of which lead to repeat visits.
2. Use Price Anchoring to Signal Value
Most customers won’t know the individual prices off the top of their head—so show them the value.
Example:
“Normally $118 – Bundle for $89”
Even if the discount is only 20-25%, the visual comparison activates a psychological trigger. It feels like they're getting more for less, which increases perceived value and purchase intent.
3. Create Tiers for Different Buyer Types
Your pro shop may serve all kinds of golfers: weekend hackers, equipment junkies, beginners, and loyal members. Bundles should reflect that diversity.
Offer tiered options:
- Basic: Glove + Balls (for casual players)
- Popular/Premium: Polo + Hat + Glove (for guests)
This lets golfers choose their level of spend while still anchoring them to the idea of a “deal.” It also helps your staff upsell naturally:
GG POV: Don't forget to sell with some sales language...“That’s our best value bundle—most members go with that one.”
4. Add Time Sensitivity
Scarcity and urgency are powerful drivers of decision-making. If a customer thinks a deal will always be there, there’s no reason to act now.
Use time limits and limited-quantity language:
- “Available this weekend only”
- “Only 15 available at this price”
- “Bundle expires after the tournament ends Sunday”
Urgency works best when it’s real and paired with clear signage—no vague "ends soon" language. Give a specific date.
5. Merchandising Matters (a Lot)
A strategic bundle is only as good as its visibility. If customers don’t see the bundle—or don’t understand what’s in it—it won’t sell.
Best practices:
- Group all bundle items physically together on a table, rack, or display
-
Use clean signage with:
- Bundle name
- What’s included
- Price + “You save” line
- Train staff to point it out and explain it during check-in or checkout
Even better: Rotate bundles weekly or monthly so the display always feels fresh.
What to Avoid (The Pitfalls That Kill Sales)
Don’t create bundles just to clear inventory.
Golfers can smell a clearance bin. If you bundle three mismatched or outdated items, you’re telling your customers, “Here’s what we couldn’t sell.” That hurts trust.
Don’t go too deep on discount.
The goal isn’t to slash margins—it’s to increase perceived value. Keep the discount in the 15–30% range, especially if you're using bundles to increase ticket size.
GG POV: I'd stay away from 50% discounts, and instead, consider a short-term BOGO sale. Guests feel like they are capitalizing on amazing limited-time deal, instead of feeling like their getting the products no one wanted, therefore devaluing the good. You're also clearing inventory fast.
Don’t make it complicated.
Avoid bundles that require too much explanation, like:
- “Choose one item from List A, one from List B, and any two from List C.”
That complexity creates friction—and friction kills sales.
Bundle Tactics That Convert
Use “FREE” instead of “% Off”:
“Buy a polo, get a glove FREE” usually outperforms “20% off the bundle.” “Free” feels like a win.
Name your bundles creatively:
A “US Open Prep Pack” or “Range Ready Kit” draws the eye and creates curiosity.
Tie bundles to the calendar:
Align with tournaments, seasons, and weather.
Rain forecast? Feature your “Wet Weather Warrior Bundle.”
Summer heat? Push a “Hot Round Survival Kit” with hat + towel + drink token.
Conclusion
At the end of the day, bundling isn’t just about pushing more product—it’s about creating smarter, more seamless shopping experiences for your golfers. When you build with intention, you boost sales without feeling “salesy.”
Here are three principles to guide every bundle you build:
1. Think Like a Golfer.
The best bundles solve a real problem, not just move stale stock. Build around the golfer’s experience—on and off the course.
2. Price and Presentation Drive Perception.
Use price anchoring, tiering, and clear merchandising to help golfers see value instantly. Don’t make them work for it.
3. Make It Easy to Say Yes.
A great bundle removes barriers, creates urgency, and makes the decision a no-brainer. That’s how you move more product—and make more margin.
I hope these ideas inspired you and you feel alittle more prepared for your next sale. Have questions? Feel free to to reach out, if I don't know the answer, I know some one who does!
Good luck. We'll see you next week. Now, let's get out there and Grow Golf.
-Rich
