Masters 2026: How I became a shop-a-holic at Augusta National

AUGUSTA, Ga. — The Masters merchandise demand is very real, and I just experienced it first-hand. This is my third time at Augusta National and outside of the Open Championship it’s the tournament I look forward to working the most, for obvious reasons. Growing up in the England, the Masters was my favorite tournament, but Augusta National always felt like a place I’d never get to, so each time I’m asked to cover the tournament, it’s a “pinch me moment.”

It’s funny, the more I come back, the more merch requests I get, and this year was no different. I like to get my shopping done and out the way as early as possible, so I can focus on what I’m there to do, cover the Masters. Monday morning at 7:30, I took a stroll from the media center, across the first hole, behind two green, past the famous 16th green all the way up to the South store. It’s about a 20-minute walk, but I figured it might be the quicker option to the larger, but often crowded, North store. But when I made it up the hill, I met what’s best described as a cordial stampede of patrons along with a sign that read “Merchandise store line temporarily paused” with lines exceeding an hour in wait time. News quickly spread and almost simultaneously another queue started to form. It was a line waiting for the real line, crazy scenes for any time of the day, let alone 8 a.m.

I decided to head back towards the clubhouse, enjoying the walk once again, but this time with less intent, taking in my surroundings and feeling like I was one of few people walking the hallowed grounds as a noticeable crowd started brewing from the main scoreboard area back by the opening hole.

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Cut to later in the day and I decided to try my luck with a colleague at the North store. It’s just a short walk from the media center and we weren’t walking for long before we reached the end of the queue and a different sign this time “Wait time 45 minutes from here.” We committed and decided to join the line. Just like waiting for a rollercoaster, the longer the line, the more the anticipation builds, overhearing people ask if there will be a gnome’s left (there weren’t) or “how much do you think they’re making this week?” ($69 – $80 million)

Now before I tell you what happened next, I’d like to note that I’m not usually one to spend a lot of money when it comes to clothes, merchandise etc. But It’s hard to explain to buzz you feel inside that shop and the urge to drop $1,000 within minutes, or in my case $1,077. I queued for 45, spent 20 inside and dropped four figures without even thinking about it. The average spend of patrons at The Masters is exactly that, and I guess I am no different. You might be thinking “what else could you possibly want to buy your third year in?!” and that’s a fair question, but until you’ve experienced it yourself, I’d like you to hold any judgements, please and thank you. Here’s to another unforgettable week for all golf fans.