Making Spirits Bright: Creative Holiday Promotions for Your Golf Shop

Written by Katelyn Madsen with insights from Jennifer Morton and Ken Morton Jr.

According to retailers like Costco, the holiday season started in August. However, for those of us on the hospitality side of retail, the holidays start right about now.

And with the season comes plenty of shopping! Between gift lists, family gatherings, and year-end celebrations, members have more than enough on their calendars. So, how can you encourage them to cross a few gifts off their lists while visiting the club?

People love a good deal, but they also love having fun while shopping. The good news is that you don’t necessarily need to offer your deepest discounts of the year to get members through the doors. Sometimes, an exclusive event, a creative promotion, or a little extra convenience is all it takes to make shopping at the club more appealing.

Whether you’re looking to move seasonal inventory, increase gift purchases, or simply make the holidays a little more enjoyable for your members, here are some ideas to bring a little extra cheer to your golf shop this season.

Experiential Retail: Holiday Edition

VIP After-Hours Shopping Night
A little VIP treatment goes a long way. Invite members to enjoy an exclusive evening of holiday shopping outside regular golf shop hours. Champagne, live music, light appetizers, and complimentary gift wrapping can turn a routine shopping trip into a festive night out. Consider offering early access to new merchandise or exclusive promotions for attendees. For a more budget-friendly version, a holiday playlist and simple refreshments can create a similar atmosphere.

BIGHORN Golf Club, Palm Desert, California - Family Crafts

Kids’ Holiday Shopping Saturday
Parents’ money + kids’ direction? Sounds like a fun time! Give the children of your club an opportunity to shop for their parents, grandparents, and siblings during a special event dedicated to them. Set up designated tables with affordable, easily giftable items such as socks, ornaments, accessories, drinkware, and small lifestyle products. Parents can establish a spending limit, while staff help children select gifts and keep their purchases a surprise. This event is especially appealing to families with children ages 5–12 and requires minimal additional expense beyond staffing and gift wrapping supplies. Consider pairing the shopping experience with a hot chocolate bar or gingerbread decorating station to keep everyone engaged.

Holiday Trunk Show
Why send members all over town to finish their Christmas shopping when they could find everything in one place? Bring several vendors together for a holiday trunk show featuring jewelry, apparel, accessories, home goods, and other products that extend beyond traditional golf merchandise. Not only is this a great opportunity to introduce members to new brands, but it’s also a chance to test the waters with merchandise categories you might consider bringing into the shop. Pay attention to what catches members’ eyes, what they’re asking about, and which products generate the most interest. Bonus points if participating vendors offer customization, exclusive holiday products, or on-site demonstrations!

Local Business Holiday Partnerships
Spread the holiday cheer beyond the clubhouse by partnering with local businesses that offer complementary products or services. For example, members who spend a designated amount in the golf shop could receive a voucher for a 30-minute massage at a local spa. In return, the spa could offer its customers an incentive to visit your club. Restaurants, salons, bakeries, and other nearby businesses could make excellent partners. It’s a fun way to support your local community while giving shoppers a little something extra.

Pinehurst Resort, Pinehurst, NC

Holiday Personalization Station
Give members the opportunity to add a personal touch to their holiday purchases with embroidered initials, engraved drinkware, custom bag tags, or personalized ornaments. Depending on your equipment and vendor relationships, you could even invite a local artisan or vendor representative to provide on-site customization during a shopping event.

Delightful Discounts Worth Dashing Through the Snow

12 Days of Christmas Sales
Build anticipation with 12 days of rotating promotions leading up to Christmas. For example, Day 1 might feature discounted headwear, Day 2 could highlight golf accessories, and Day 3 might offer complimentary gift wrapping with apparel purchases. Other promotions could include special pricing on outerwear, a gift with purchase, or buy-one-get-one offers on select merchandise. Share the promotions calendar in advance, then send daily reminders through email, social media, or in-shop signage to keep the excitement going.

Bucket of Sweets Discounts
Fill a festive container with candy canes, each attached to a tag revealing a surprise promotion. Members can select one during checkout to discover their discount or reward. Offers might include 10% off a purchase, buy-one-get-one deals, discounts on specific merchandise categories, or complimentary gift wrapping. Throw in a few higher-value prizes for an extra surprise! Just be sure to establish clear redemption rules and exclusions before launching.

Pine Lake Country Club, Orchard Lake, MI

Vanessa Hamilton - Wigwam Golf Club, Litchfield Park, AZ

A Week of Increasing Markdowns
Turn year-end clearance into a weeklong event by increasing discounts each day. Monday could begin with 10% off designated sale merchandise, Tuesday could increase to 15%, Wednesday to 20%, and so on. Members who shop early will have the best selection, while those who wait may receive a greater discount on whatever remains. It’s a creative way to move aging inventory while giving shoppers a reason to check back throughout the week. Just make sure the discounts work with your margins before setting the schedule.

Bundled Up in Gifts
Sometimes the hardest part of holiday shopping is figuring out what goes together. Make things easier by combining complementary products into ready-to-purchase gift bundles. A winter golf package might include a beanie, hand warmers, and golf balls, while a lifestyle bundle could feature a candle, blanket, and drinkware. Create options at several price points and display them near the register or in a dedicated holiday gift area. It’s also a great opportunity to pair slower-selling accessories with popular merchandise.

Holiday Gift Card Bonus
Shopping for someone who already has everything, or someone who’s impossible to buy for? Gift cards are always a reliable option. Give members another reason to purchase them by offering a limited-time incentive. For example, shoppers who purchase a gift card above a designated amount could receive a bonus voucher toward a future purchase. It’s a simple promotion that can appeal to last-minute shoppers and help bring customers back after the holidays.

Christmas retail display at Mountaintop Golf and Lake Club featuring gingerbread houses, miniature trees, holiday decorations, seasonal gifts, apparel, books, and gourmet treats arranged on rustic wooden tables beneath a festive NOEL sign.

Ariana Cross - Mountaintop Golf and Lake Club, Cashiers, NC

Sugar, Spice, and Everything Nice!

Hot Chocolate Bar
Set up a station with marshmallows, whipped cream, peppermint sticks, and other festive toppings for members to sip while they shop. You could offer it during a special event or “just because” to encourage members to stop in and browse. It’s a relatively inexpensive way to make the shop feel a little cozier, especially when paired with holiday music and festive displays. Work with your food and beverage team to make setup easy and consider placing the station near a seating area to keep drinks away from merchandise.

Fresh-Baked Bread in the Golf Shop
You know that feeling when you walk into a bakery and immediately want whatever’s in the oven? Why not bring a little of that magic into the golf shop? A compact bread machine can fill the space with the comforting aroma of freshly baked bread, creating an inviting atmosphere without requiring a major investment. It’s a fun example of scent marketing that goes beyond the usual holiday candles and decorations. Before plugging one in, coordinate with club management and the culinary team regarding equipment, ventilation, and food safety. If baking in the shop isn’t practical, consider bringing in fresh treats from the club’s kitchen during shopping events.

Holiday golf shop display at TPC Sugarloaf featuring a decorated Christmas tree, red poinsettias, branded wooden boxes, drinkware, and gift items arranged on tiered wooden crates with red ribbon accents.

TPC Sugarloaf, Duluth, GA

Holiday golf shop display at Hawks Ridge Golf Club featuring neatly folded apparel, golf hats, shoes, and accessories arranged on a wooden table with festive nutcrackers, a polar bear, a penguin, colorful ornaments, and a garland-wrapped chandelier.

Ryan Joyce - Hawks Ridge Golf Club, Ball Ground, GA

Make the Spirits Bright
Who says holiday spirits have to be strictly figurative? Bring a little extra cheer to your golf shop with a festive drink station featuring spiked eggnog, warm mulled cider, or a signature holiday cocktail. Partner with your food and beverage team to create a seasonal drink menu for a VIP shopping night or special holiday event. You could even offer a festive mocktail so everyone can join in on the fun. It’s a simple way to make the shopping experience feel a little more like a holiday party! Just be sure to coordinate with your club’s food and beverage department regarding alcohol service and any applicable policies.

Christmas golf shop display at Abenaqui Country Club featuring a red-and-white striped awning, decorated Christmas tree, garland, folded apparel, gift items, and wrapped presents surrounding a “‘Tis the Season” sign.

Abenaqui Country Club, Rye Beach, NH

Complimentary Holiday Gift Wrapping
Take one more task off your members’ holiday to-do lists by offering complimentary gift wrapping with purchases. All you need is a small station stocked with festive paper, ribbons, gift bags, and tags. It’s a relatively inexpensive service that can make a big difference for shoppers, especially during those final days before Christmas when everyone seems to be running out of time.

Holiday Wish List Station
Take some of the guesswork out of gift giving by inviting members to create wish lists featuring their favorite golf shop merchandise. Staff can then help spouses, family members, or friends find those items when they come into the shop, with the original member’s permission. A simple printed form or digital wish list is all you need to get started. After all, a little help from the golf shop might be just what someone needs to find the perfect gift.

Wrap It Up With a Bow

Not every golf shop needs an elaborate holiday event or the biggest discounts in town to have a successful season. Sometimes, the ideas that make the biggest impression are the ones that feel a little more personal.

Think about what your members enjoy, what merchandise you’d like to move before year-end, and what your team can realistically pull off. Maybe it’s a festive evening of shopping, a surprise discount tucked into a candy cane bucket, or simply a cup of hot chocolate waiting for members when they walk through the door.

Whatever you choose, the goal is to make shopping at your golf shop feel like part of the holiday fun rather than another errand on the list. And who knows? One of these ideas might just become a holiday tradition your members look forward to year after year.

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