The crazy numbers behind the Masters gnomes

If the Masters is the hottest ticket in town, then a Masters gnome is the most lusted-after collectable.

The humble garden ornaments were introduced to the shop at Augusta National in 2016 and quickly established themselves as the hottest piece of merchandise.

That’s no mean feat considering the sheer array of good on offer. From dog bowls to watches, American footballs, beanies, thermal mugs, jigsaws and jute bags, there’s a Masters logo for anything, everything and all points in between.

It’s reckoned, indeed, that the shop takes it $70,000,000 during Masters week. That’s $10,000,000 per day, $1,000,000 per hour, $16,000 per minute and $277 per second that the store is open.

Wild.

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A fair proportion of that money comes courtesy of the gnomes.

Reportedly limited to just 1,000 per day – and one per day on a first come, first served basis – they are the reason for the hour-long queues to get into the shop each morning. If you’re not across the threshold by 10am, you won’t get one. It’s that simple.

For those lucky enough to get in early, there are two options to choose from: a full size one (around a foot high) priced at $49.50, or a smaller one, which comes in at just under $30.

Augusta National introduces a different design for the gnome each year. One of the earliest had him decked out in the famous white caddie overalls. The 2024 vintage has the customary white beard, a navy cardigan and plaid trousers with a Masters golf bag slung over his shoulders.

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You might be thinking this an awful lot of fuss for a humble ceramic figurine – and you’d be right – but Masters gnomes are big business and in serious demand.

Currently, you can expect to pay around $500 to get one (still boxed) from eBay, with a complete collection, from 2016 to now, conservatively estimated to be worth as much as $25,000.

Speaking of eBay, back in March, when Augusta National gave patrons a first look at the 2024 design on social media, “Masters Garden Gnomes” were reportedly searched for more than 70 times per hour on the auction site. It is reckoned that the number of gnomes sold via eBay increased by 3,750% between 2016 and 2023.

An original 2016 gnome even sold for a record $2,250 on eBay last year.

What a time to be alive.

Michael McEwan is the Deputy Editor of bunkered and has been part of the team since 2004. In that time, he has interviewed almost every major figure within the sport, from Jack Nicklaus, to Rory McIlroy, to Donald Trump. The host of the multi award-winning bunkered Podcast and a member of Balfron Golfing Society, Michael is the author of three books and is the 2023 PPA Scotland 'Writer of the Year' and 'Columnist of the Year'. Dislikes white belts, yellow balls and iron headcovers. Likes being drawn out of the media ballot to play Augusta National.

Deputy Editor