Merchandise Spotlight: Aqua Golf
IN SUMMERTIME, two activities that come to mind when the weather grows warm are taking a dip in the pool and heading out to the golf course. A surprising product found in seven (count ‘em!) catalogs this season that pairs these diverse pastimes is Aqua Golf.
Aqua Golf consists of an artificial turf and foam island, a chipping mat, 12 velcro-covered, floatable plastic golf balls and a pin. Using their own clubs, golfers aim their shots to land Velcro wiffle balls onto the floating green. This game simulates the thrill of the challenging over-the-water shot on the golf course.
These Catalogs Focus on Creating “Wants”
The catalogs offering this product range from those featuring home-improvement items or gardening tools to those that sell housewares or electronics. All are upscale, and offer unusual products for a person’s “wants,” not needs.
One such “want” these catalogs satisfies is a golfer’s desire to enjoy the game off the green.
We’ve seen a slew of golf accessories and products in these and other catalogs, which demonstrates the popularity of golf and the amount of money golfers are willing to spend on improving their game or making their time on the green more enjoyable. (Several of these catalogs also include putting greens for the office or home and even a golf-bag-shaped cooler!)
Golfers spend thousands of dollars on outfitting themselves for the sport. They buy clubs, bags, traveling cases for the clubs, accessories, balls, apparel and shoes, not to mention home putting greens, fees, memberships and lessons.
While, on average, most catalog purchasers are women, of the catalogs featuring the Aqua Golf product—
Brookstone, The Sharper Image, Sporty’s Preferred Living, Hammacher Schlemmer, Alsto’s, Silvo Home and Herrington—many have a high percentage or even a majority of male buyers. In addition, each catalog has a high average order—over $80, with some as high as $160. According to the catalogs’ demographics on their buyers, most of these men are married professionals and enjoy skiing and travel as well as golf.
