This Week in Retail #122

Master's Week!

Hey Friends,

It’s a packed week across retail, with a clear theme emerging: control. From the Masters turning scarcity into a $100M retail engine, to Amazon pushing rising costs back onto sellers, to Meta tightening its grip on where and how transactions happen, the balance of power continues to shift. At the same time, retailers are playing offense, leaning into disciplined growth, new partnerships, and resale models to capture demand in a more complex, margin-constrained environment.

It’s Masters Week at Augusta, one of my absolute favorite times of year. And for retail it highlights the perfect intersection of retail x sport, and demand generation that should be studied for generations.

Every April, The Masters Tournament turns a single on-site pro shop into a retail machine that rivals some of the biggest brands on the planet. While Augusta National Golf Club doesn’t disclose official numbers, most estimates peg merchandise revenue at at least $70 million during tournament week, with some industry observers putting the figure closer to $100M–$150M+ when factoring in extended access and premium sales.