While rounds played continue toward another record pace in 2026, the report of July equipment sales figures from industry research firm Golf Datatech suggests a slowing of buying enthusiasm. Sales, often in both units and dollars, were down in bags, balls, irons, putters, shoes, wedges and woods this July compared to numbers from July 2025. Only in the big-ticket woods category were sales up in dollars (+2.1 percent). For the year, most categories are down in units sold, compared to the first seven months of 2025, although balls, wedges and putters are up in dollars, the latter some 10.5 percent higher than last year. Worth noting that the average selling price for a wood now is nearly 40 percent higher than it was before the pandemic—an average putter sells for almost $350 (about $125 more than it sold for in 2019) and the average price for a dozen balls is now more than $42. There’s a sense from some that premium golf equipment pricing has hit a sticker shock breaking point, but it’s worth noting that the golf data mirrors down news in the U.S. economy, which saw an unexpected drop in July that analysts suggested was a result of consumers spending less because of higher gas prices and inflation. One silver lining: Sales (in dollars) are higher than they were in most categories in 2024.