Think Pink: Making the Most of Holiday Shopping

Based on a concept featured in The Eighth Helping of The Little Book of Big Golf Promotions by Ken Morton, Jr.

When it comes to holiday shopping, Black Friday tends to steal the spotlight. With major retailers rolling out promotions and shoppers preparing for the busiest shopping weekend of the year, smaller businesses can sometimes get lost in the excitement. But holiday promotions aren’t just for big-box stores. Golf shops have plenty of opportunities to generate excitement, offer seasonal markdowns, and encourage members to shop throughout the season. The question is, when should those promotions take place?

Two occasions worth considering are Pink Friday and Small Business Saturday.

While Small Business Saturday, held the day after Black Friday, has become a familiar part of the holiday shopping calendar, Pink Friday offers another opportunity to get shoppers through the doors even earlier.

Celebrated on the Friday before Black Friday, Pink Friday is a nationwide initiative that encourages shoppers to visit small businesses and independent retailers before turning their attention to larger stores. The event gives these businesses a chance to connect with their customers, showcase their merchandise, and kick off the holiday shopping season on their own terms.

For golf shops, either occasion presents an opportunity to bring members and guests through the doors, introduce them to holiday merchandise, and build momentum heading into the final weeks of the year. And while markdowns can certainly help attract shoppers, these events can be just as much about the shopping experience as the products themselves.

What could a holiday shopping event look like in your golf shop?

Consider turning the day into a special shopping occasion for members. A holiday-themed open house with refreshments, music, and exclusive merchandise could create an inviting atmosphere while encouraging shoppers to browse. Limited-time markdowns, complimentary gift wrapping, or a gift with purchase can also provide an incentive to stop by. You might even consider offering special pricing on select seasonal merchandise or creating promotions around products they’d like to move before year-end.

Merchandising can play an important role, too. Rather than leaving customers to search for gift ideas, create displays organized around different interests, recipients, or price points. Think gifts for the golfer who has everything, accessories for someone new to the game, or lifestyle merchandise for family members who may not play golf at all. These displays can help shoppers discover products they might otherwise overlook.

Of course, even the best event needs an audience. Start building anticipation through member emails, social media, and signage throughout the clubhouse. Golf retailers can also collaborate with other club departments to promote the occasion or incorporate shopping into an existing member gathering. The goal is to make the event feel like something worth putting on the calendar rather than just another day of holiday promotions.

So, which occasion makes the most sense for your shop? Pink Friday gives retailers a chance to capture early holiday shoppers before Thanksgiving, while Small Business Saturday takes advantage of the excitement surrounding one of the biggest shopping weekends of the year. Both offer an opportunity to promote the shop, feature seasonal merchandise, and give customers a reason to stop in. The best choice ultimately depends on your members, your inventory, and when your shop is likely to see the most engagement.

At its core, the holiday shopping season is an opportunity for independent retailers to remind customers of the value they offer beyond competitive pricing. Golf shops already have the advantage of knowing their members, understanding their preferences, and providing a level of personal attention that larger stores often struggle to replicate.

Whether it’s Pink Friday, Small Business Saturday, or another occasion that fits your club’s calendar, a little creativity and thoughtful planning can turn a seasonal promotion into a shopping experience members look forward to year after year.

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