KumbaYEAH! Acoustic Sales Continue to Set the Pace

With nearly half of the participants in our recent survey – sent out to over 400 MI retailers – reporting that acoustic guitar sales are “up,” and with an impressive 76.9 percent asserting that acoustic sales are either up or level when compared to this same time last year, it would seem safe to conclude that this particular market segment remains vibrant in 2015.

Not surprisingly, though, the assessment is not agreed upon by all, with some feeling the acoustic guitar “boom” is fading, while others feel Internet sales and big box competition are hurting all MI product categories, and still others feeling that social media and other avenues of distraction will be the undoing of acoustic guitar (and other) sales.

However, on balance, the outlook for acoustics is looking pretty positive. Most feel that acoustics offer not only represent a relatively soft-sell “gateway drug” to purchasing an instrument, but also often lead to accessory sales and ultimately step-up guitar purchases, representing even larger profit margins. Even with a rebounding economy, the promise of self-generated entertainment and group participation – think singing simple three-chord folk and rock standards around the fireplace – clearly resonates with many end-users out there.

In a world all too often filled with “doom and gloom” pronouncements, this month’s dealer poll is a (mostly!) pleasant change of pace and tone.

Compared to this time in 2014, sales of acoustic guitars in your store are…

Up: 45.8%

Down: 22.3%

Level: 31.9%
 

“‘Level is good as 2014 was strong. Everyone wants an acoustic – not so much with electrics.”

Gary Traversy

Gary’s Guitars

Portsmouth, New Hampshire
 

“40 years in the business and I have never seen it this sluggish. I think the market has been inundated by the proliferation of both big box and Internet musical supply stores. I hope I am wrong, but I do not see it getting much better until the flock is thinned.”

Louis Galper

McCabe’s Guitar Shop

Santa Monica, California

“It seems to me that the acoustic boon of the post recession period seems to have subsided.”

Donovan Bankhead

Springfield Music

Springfield, Missouri
 

“We are down about 11 percent from 2014.”

Kevin Hedley

Uncle Ike’s Music

Dubuque, Iowa
 

“We are about 10 percent ahead of last year.”

Ken Rattenbury

Fret Mill Music Co.

Roanoke, Virginia
 

“A substantial increase [in sales], but at reduced profit margins.”

Kevin Walters

Central Penn Music

Palmyra, Pennsylvania

“Sales are up over 30 percent.”

Jim Dennis

Music Loft of Carrboro

Carrboro, North Carolina
 

The bulk of acoustic guitars sold in your store are…

Acoustic, steel string: 77.7%

Acoustic, nylon string: 7.5%

Acoustic-electric, steel string: 39.4%

Acoustic-electric, nylon string: 2.1%
 

With respect to acoustic guitars, what price points are doing best for your store?

Low-end: 41.5%

Intermediate: 42.6%

High-end: 16%
 

“We have a lot of students and budget minded folks, so we try to find instruments in the lower price points that are of quality.”

Ted Parrish

Parrish Music

Viroqua, Wisconsin
 

“This is a tough question to answer, as I feel we are doing well in all price points.”

Donovan Bankhead

Springfield Music

Springfield, Missouri
 

What brands of acoustic guitars are the strongest sellers for your operation in 2015?

Fender: 29.8%

Yamaha: 12.8%

Bedell: 4%

Epiphone: 10.6%

Breedlove: 9.6%

Lâg: 3.9%

Taylor: 11.7%

Martin: 12.8%

Ibanez: 22.3%

Takamine: 6.4%

Guild: 3.2%

The Loar: 2.1%

Alvarez: 6.4%

Blueridge: 5.2%

Gibson: 6.4%

Seagull: 3.2%

Washburn: 5.3%

Faith: 1%

Daisy Rock: 1.4%

“Other”: 14.3% (Collings, Samick, Larrivée, and Cort were amongst the most common “other” responses in this category.)
 

What acoustic-electric amps are selling strongest for you?

Fishman: 25.6%

Fender: 12.8%

Marshall: 4.3%

Yamaha: 1.1%

Roland: 9.6%

Laney: 1.1%

VOX: 1.2%

Ibanez: 7.5%

Peavey: 9.6%

“Other”: 17.7% (“None” or “N/A,” Stagg, Washburn, Traynor, Laney, and Kustom were the most common “other” responses in this category.)
 

What brands of acoustic strings are doing best for your store?

D’Addario: 67%

Elixir: 28.7%

Martin: 30.9%

DR: 3.2%

Ernie Ball: 10.6%

Fender: 1.1%

John Pearse: 2.4%

Dunlop: 1.1%

GHS: 2.1%

S.I.T.: 2.2%

Augustine: 1.1%

“Other”: (Rotosound and Curt Mangan were the most common “other” brands mentioned.)

What accessories or otherwise related sales are driven most by acoustic guitar sales?

Capos: 85.1%

Print Music: 6.4%

Straps: 61.7%

Tuners: 77.7%

Cables: 23.4%

Picks: 64.9%

Strings: 69.2%

Guitar stands: 46.8%

Guitar cases: 35.1%

Aftermarket pickups: 12.8%

Preamps/DIs: 4.3%

Effects units: 2.1%

Cleaner/Polish: 14.9%

What are your expectations for the acoustic guitar market in the coming months?

“I expect acoustic guitar sales to be double that of our electric guitar sales from now until well into 2016.”

Douglas McKelvy

Blue Mountain Guitar Center

West Lebanon, New Hampshire

“I see another strong year!!!”

Jeff Burg

Portman’s Music Superstore

Savannah, Georgia
 

“An imperceptible but slow decline in the overall market as American society slowly moves away from self-generated music and deeper into the paralysis that is social media. The irony is that the industry saw this market trend back in 1976 or the prelude of those 17 years prior to Clapton going acoustic.”

Augustus M. Wanner

Guitar Tex

San Antonio, Texas
 

“Much of this area’s economy is dominated by oil prices. The low prices are slowing our sales of all instruments, but acoustic guitar sales are holding up better than other segments.”

Don Williams

Q Systems Music & Sound

Hobbs, New Mexico
 

“Sales will remain steady and we’ll see [sales of] higher-end acoustics pick up.”

Mike Speno

Speno Music

Auburn, New York

“Everything in stores is diminishing because of China-direct on eBay, Internet sales (no sales tax), and the music industry’s failure to protect dealers. The U.S. manufacturers are run by investors with no concern about the future and NAMM is the biggest failure in the [MI] industry. Every year we lose more independent stores.”

Rodney Lindner

Lindner Music

Watertown, South Dakota
 

“It looks like people are deciding they’d like to play an instrument before they buy it. The Internet doesn’t have too much effect on acoustic guitar sales.”

Larry Gosch

Encore Music Center

Auburn, California

“High-end acoustics ride the wave of interest in Americana. ‘Torrefaction’ is the biggest buzzword in acoustic circles these days.”

Greg Baum

Sweetwater

Fort Wayne, Indiana
 

“You would think that acoustic guitar sales would take a hit as the popularity of electronic music takes hold. How can people learn to appreciate guitar when their free time is spent on MIDI controllers? I think the future of acoustic guitars is bright, because purchasing an acoustic is easy to access, offers complete freedom of movement/travel, and is still a culturally hip thing to do.”

Anthony Mantova

Mantova’s Two Street Music

Eureka, California
 

“It does feel like people are graduating from ukulele towards acoustic guitar – somewhat of a natural progression.”

Alex Bryant

People’s Music

Sebastopol, California
 

“Acoustics continue to show strength while the electrics continue their decline. Used guitars have been a huge plus and we are seeing solid growth in our store for the first time in a couple years. The guitars from new Ibanez Artwood series, for the price, are just amazing: tone and playability that compares to the big boys at a fraction of the cost.”

Spidey Mulrooney

The Music Shop

Southington, Connecticut
 

“I think the acoustic guitar market will remain level while the electric guitar market slowly begins to rise with the improvement of budget boutique brands like Reverend, Michael Kelly, and Supro Amps.”

Parker Daniels

Springfield Music/Funky Munky Music

Shawnee, Kansas