AUGUSTA — If time is money, then Masters patrons can shave years off their lives in the Golf Shop.
Unlike its notoriously cheap concessions, buying Augusta National merchandise can quickly match a mortgage payment.
The shop averages nearly $10 million in revenue per day, according to a 2022 Forbes estimation. Name-brand golf attire and a seemingly endless array of valuables reinforce the high-quality standard held by the Masters.
When it comes to its brand, Augusta National doesn’t deal in the frugal.
The vastness of selection is impressive. Patrons can purchase Masters-branded boxers, leather footballs and baseballs, dog bowls, azalea-scented candles, and all kinds of needlepoint products.
Merchandise hangs on nearly every wall. There are massive shelves throughout the store and racks in the middle of the floor.
The items appear to be limitless, and on the first morning of the 2026 Masters, The Atlanta Journal-Constitution tried to total the price of every single one.
Let’s set a couple of things straight about the “one of everything” count. Products like shirts and hats that had different designs but were listed at the same price were counted only once. A patron could spend $170 on five $34 hats, but only one $34 hat was counted in the total — one of every (type of) thing.
The total is also based on the products available in the Golf Shop around 10 a.m. Thursday. Some products could have sold out earlier or been added later.
Prices ranged from less than $10 (sunglass straps) to nearly $600 (sunglasses), according to Golf Shop employees. Other notable expensive items included a $595 duffel bag, a couple of $395 jackets, a $299 limited-edition watch and a $250 limited-edition coin.
The “one of everything” count included more than 250 items. If a Masters patron were to buy one of each, the grand total would be $18,985.50.
And that’s before you buy a single one of those egg salad sandwiches.
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