How to Balance Preseason Buys and In-Season Reorders in Golf

Let’s talk about a process that might be pretty familiar to brands in golf.

You go to the PGA Show in January, you write 80% of your business during the show, and then you spend the rest of the yea rmanaging what arrived.

This model works, but it’s starting to get a little riskier.

Golf apparel has become more fashion-driven, and course-to-coast crossovers / bolder lifestyle silhouettes are driving a larger portion of sales. The type of inventory that green grass shops and major retailers order is changing, and managing that inventory will be a big decider on the success of your year.

This is what we know: Preseason orders lock in your margin and ensure you have product on the shelf for opening day. In-season reorders give you the agility to chase trends and protect your cash flow.

So, how do you find the right balance?

That’s what we’re here to talk about today. Spoiler alert, data is going to be one of your best friends when it comes to navigating the preseason vs in-season debate this year.

Margin for Error is Shrinking

Why does this mix matter so much right now? Because the margin for error has shrunk.

On one hand, inflation and softer retail expectations make over-buying dangerous. Cash tied up in the wrong polos or a colorway that flops hurts both the pro shop’s profitability and the brand’s sell-through metrics.

On the other hand, demand is spiky. When the weather turns perfect in April or a member-guest tournament fills up, shops cannot afford stockouts on winning items. The right mix comes from securing your core business early while leaving enough open-to-buy dollars to chase what is actually selling.

Defining the Terms: Preseason vs. In-Season

To build the right strategy, we need to be clear on the role of each tool.

Preseason Orders (The Foundation): These are the commitments placed months in advance, often finalized around shows like the PGA Show or during brand roadshows for Spring/Summer.

• The Goal: Secure the best pricing, extended dating terms, and access to full-size runs of key colors.
• The Use Case: Essential for opening day inventory, tournament packages, and shop-wide colorways that need to look cohesive on the floor.

In-Season Reorders (The Chase): These are orders placed during the season once the initial sales data starts rolling in.

• The Goal: Capitalize on real-time demand.
• The Use Case: Driven by localized factors like a sudden heatwave in the Midwest, driving sun-protection sales, or surprise hits in fashion-forward pieces that members love.

Pros and Cons for Shops and Retailers

The Preseason Trade-Off

• Pros: You get the best margin and delivery assurance. You know your hero styles will be there for your members.
• Cons: High inventory risk. If your members decide they hate purple this year, you are stuck with a lot of purple shirts. You are locking in budget before knowing how the year’s travel or discretionary spend will truly shake out.

The In-Season Trade-Off

• Pros: Agility. You can chase proven winners based on weekly sell-through data and plug size gaps instantly.
• Cons: Risk of stockouts. If a brand under-produces a hot item, you might be left empty-handed. You also often lose out on the best dating terms and bulk discounts.

The Data Pro Shops / Green Grass Shops Need to Set the Mix

So, where should the needle land? A 70/30 split? 50/50? The answer is going to be based on your data inputs. Before finalizing your 2026 plan, review:

1. Historical Sell-Through by Category: Do your core polos always sell out? Pre-book them heavily. Do fashion layers fluctuate wildly? Shift those to in-season chase.
2. Supplier Service Levels: Did Brand X hit their delivery dates last year? If they were late or had low fill rates, reduce your preseason risk with them.
3. Real-Time Availability: Does the brand use a modern B2B platform like RepSpark that offers live inventory visibility? If yes, you can feel safer relying on in-season reorders because you know the stock data is accurate.

Example Models for Different Accounts

There is no one-size-fits-all strategy. Here are three common models we are seeing for 2026:

1. The Traditional Private Club

• The Mix: 70% Preseason / 30% In-Season
• The Strategy: Members expect consistency. Commit heavily to core logos, bottoms, and essential layering early to secure stock. Hold 30% back for opportunistic fashion capsules and event-specific chases.

2. The High-Traffic Resort/Destination

• The Mix: 50% Preseason / 50% In-Season
• The Strategy: Guest traffic is variable and weather-dependent. Lock in the absolute essentials, but keep significant open-to-buy dollars to chase logo product, rainwear, or sun protection based on actual occupancy and weather forecasts.

3. The Fashion-Forward Lifestyle Shop

• The Mix: 40% Preseason / 60% In-Season
• The Strategy: Trend is everything. Pre-book only the key collaborations or limited-edition drops. Rely heavily on in-season reorders to chase the hot item of the moment, leveraging brands with fast shipping and digital catalogs.

Making the Model Work with Tech

Ultimately, a shop is only going to be able to find the right mix if it has the right tools. You cannot run a 50% in-season strategy if you have to call a rep and wait two days to check stock.

This is where a platform like RepSpark becomes the bridge.

• For Brands: It provides the historical data views (by door and category) to build confident preseason plans.
• For Retailers: It offers real-time inventory visibility and mobile ordering, making small, frequent in-season reorders fast and operationally painless.

For 2026, don't let habit dictate your buying strategy. Use your data to find the balance that protects your margin while keeping your shop nimble enough to win.

FAQ

What is the main advantage of preseason orders for golf shops?

Preseason orders secure the best pricing, extended dating terms, and guaranteed inventory for key events. They ensure that core hero products and shop-wide color stories are available for the start of the season without risk of stockouts.

Why are more golf retailers shifting budget to in-season reorders?

Retailers are shifting to in-season reorders to reduce inventory risk. By holding back open-to-buy dollars, they can chase trends that are actually selling, react to local weather patterns, and avoid getting stuck with slow-moving colors or styles committed to months in advance.

How does a B2B platform help manage the preseason vs. in-season mix?

A B2B platform like RepSpark provides real-time inventory visibility, allowing retailers to place in-season reorders with confidence that stock is actually available. It also offers historical data analysis to help buyers decide which categories are safe to pre-book and which should be left for in-season chase.