Ukulele sales may not be quite as white-hot as a few years back, but it’s not as if the diminutive instruments have fallen out of favor – far from it! We recently spoke with reps from four major brands in this arena to learn about trends in the market, popular models, and how effective MI retailers promote and display this fretted favorites.
The “uke craze” has been well covered in the pages of MMR before, but in 2023 – years after folks originally coined the term, describing what was sure to be a relatively short-lived fad — ukulele sales continue to be as robust as ever for many dealers and suppliers. What are your observations and explanations for the enduring enthusiasm for these instruments?
Rock Clouser: The popularity of the ukulele is not a phenomenon. In fact, the ukulele has experienced cyclical popularity since the 1920s, with very brief one-to-two year resurgences every 20 years or so. The ukulele has always had a relatively low entry price and offered easy playability for beginners. Of course, those factors remained steady for this latest surge. However, this latest popularity surge, (starting in the early 2000s), has been sustained due to the internet. This time the internet has allowed for a global online ukulele community to form, with social platforms sharing information and content created by everyday players. This electronic connection has helped the ukulele shed its “gimmicky” stereotypes and become an accepted instrument of expression for people of all ages, from all countries, and any music genre.
Leanne McClellon: Ukulele continues to be popular and here to stay, though there has been a drop in sales because of the economy. Ukulele continues to be a popular choice for beginners because it is accessible and not intimidating. More schools incorporating ukulele into their programs have helped create more new players. Those who picked up the instrument years ago continue to play and expand their collections. The great thing about ukulele is it truly is the perfect instrument for all ages and a huge range in uses. It is extremely versatile.
Autumn Schear-Lembert: With popular bands and stars continuing to create hit after hit playing the ukulele, the ukulele has become as mainstream as guitar. At this point the facts have shown that the ukulele is not going anywhere. It is one of the easiest stringed instruments to learn to play and with its portable size and incredibly upbeat sound, it has stolen the hearts of musicians. Teachers delight when placing a ukulele into their students’ arms. Little hands can make music and rhythms within minutes of trying. The ukulele is a serious instrument with a happy sound!
Billy Martinez: This enthusiasm can be attributed to many things. In the height of the pandemic, people were looking for ways to fill not only time but find new passions for their mental well-being, and many gravitated towards learning an instrument. With fewer strings and a smaller form factor, it can seem less daunting than picking up a guitar. Another explanation for this “craze” would be the ukulele’s ability to cross genre barriers. The signature ukuleles we created in collaboration with Billie Eilish and Dhani Harrison is a testament to this. Bilie’s music is heavily pop leaning but she is still able to incorporate the ukulele on stage and in her recordings while Dhani’s singer-songwriter roots are organically highlighted with the acoustics of the instrument. Overall we are happy to see this positive resurgence of interest in the ukulele category.
For your brand(s) what are currently the top-sellers?
LM: Consistently, our best sellers are excellent, high-quality entry level instruments. The mid to higher end also continue to be highly sought after. The ukulele market has continuous new-comers, however, we can’t forget it is also very well established at this point – seasoned players want higher end instruments. At the top, we have some classics like our KA-15S and Learn to Play Soprano, some unique items such as the Mahogany Banjolele and the Solid Body Ukulele, as well as some in higher price points, such as the Solid Acacia and Solid Mahogany.
AS-L: We create custom designs in house. Our cheerful designs seem to steal the hearts of many and continue to be our top selling ukuleles. We put our hearts and souls into coming up with our own in house in designs. Two of our most popular models right now are the DDUK25 and DDUK19.
BM: Our top selling models for Fender are the Fullerton Series which incorporate our iconic body shapes in ukulele form. For Gretsch, the Roots collection does really well for us.
RC: Lanikai offers a wide range of instruments, but our top-selling models include our entry level series with upgraded features. In the mid-level we have strong support for our colorful quilted maple series in purple, blue, red, natural, and black. Seasoned players recognize the value of our upper levels too, such as our solid Cedar tops or all-solid Mahogany models with wood purfling and binding.
What features are players most looking for in today’s market when considering a ukulele purchase?
AS-L: Players want to be wowed. They want to feel that they are getting something unique in the ukulele that they can’t get from any other instrument out there on the market. However, they still seem to prefer the classic body of the original ukulele.
BM: In today’s market, we believe players are looking for versatility. That is why we offer a variety of styles with a wide range of price points. For players that perform, a preamp feature that separates volume and tone controls are highly sought after. Built-in tuners are also featured on many of our ukulele products. Another feature that players appreciate are no-Tie bridges, which make string changes much more convenient. Whether it be with updated appointments or aesthetics, players want to be able to have options without compromising quality. We take feedback from our artists and the needs of the consumers seriously and ensure it’s reflected in the new innovations we are introducing.
RC: Lanikai has seen an increase in players choosing our Fishman equipped electric instruments for the sound sculpting of an active pre-amp for live and recording purposes, as well as the convenient auto-muting built-in tuner. Also, our entry-level acoustic series have strong educational support due to their upgraded features such as open back tuners, wide neck profiles, NuBone nut/saddle, two strap buttons, and gig bags. Lanikai ukuleles have player-friendly features from entry to pro level models.
LM: Players are looking for quality instruments. They have been looking for unique items and those with incredible tone.
Have you been noticing any trends with respect to ukuleles – materials used, design/shape, price-point, et cetera?
BM: Fender’s always been on point when it comes to meeting player needs by designing gear and instruments with players in mind while thinking ahead to create cool, innovative gear that can shake up the market. A great example of this would be the design of the new Fender Fullerton Ukulele Collection models. They are perfect for musicians looking to play a ukulele that embodies Fender’s deep-rooted tradition and signature look while also providing an option that’s a little different than the traditional ukuleles in the market.
LM: As the ukulele market matures, there have been more and more unique designs. There continues to be a sea of entry level product out there.
RC: Lanikai is celebrating its 20th year of producing all types of ukuleles. We closely monitor the market to deliver ukuleles that satisfy and anticipate the next trend. The market is diverse offering many ukulele types with widely varied prices, features and quality. A trend we notice is that players are beginning to avoid kitschy and trite designs. The ukulele market has done their research and knows what they want from their next ukulele. We see a strong trend towards well-made, feature and performance-driven instruments, even at the entry level. Players of all levels have learned that a ukulele brand stands for something, and Lanikai strives to deliver and exceed market expectations with every model at every level.
AS-L: Musicians want to stand out and their instrument of choice helps give them that visibility. Even from a far a beautiful binding with zebra wood catches the eye easily. Loving the way their instrument looks and sounds sets them up for musical paradise.
What are some “best practices” adopted by MI dealers who are particularly successful at marketing, displaying, and selling ukes?
AS-L: We’ve seen success from dealers that create a “community around the ukulele.” Information on lessons, ukulele circles and festivals for ukulele enthusiasts. Also merchandising is such an important aspect to success. Our ukulele 3 tier tree display has been a consistent tool for dealers in their success with selling ukuleles. It saves space so great for the dealer and it shows off the ukuleles in an eye-catching fun way.
RC: The music market has changed due to production, demand, and supply chain issues. The ukulele market is in transition – but it is still there! Recently, there were over 200 ukulele brands in the U.S., but some less focused/established brands are quickly exiting the market. Dealers are becoming more selective and reducing the number of brands and models they offer. Players and dealers now have a better understanding of what they want and need in a ukulele. Successful dealers are providing a smaller, more focused ukulele selection of trusted ukulele brands that meet evolving market needs.
LM: Making sure that the ukuleles are in a place to be touched and played helps to create more sales. Stores with lesson programs tend to do well, because they get a built in audience, and new players into their store. Now that more stores are having events again, those who open their doors and host stay tapped into their communities. Stores with a modern website, as well as fun and interesting social media also connect better with customers.
Will you be attending and/or exhibiting at the 2024 NAMM Show? Are there other industry gatherings you plan to have a presence at in the coming months?
LM: Yes. NAMM continues to be important. While it is a changing show, we have found it is beneficial to be present for our dealers, while also having a physical location to showcase new product as well as keep the buzz up around the brand. We are also tapped into festivals and will continue to be a force there.
AS-L: We are excited to continue exhibiting at the NAMM Show in 2024. We haven’t missed a scheduled NAMM Show yet, and we continue to place a high value on meeting with dealers in person.
RC: We attend/sponsor some ukulele events, but have altered our strategy due to market changes. We have primarily chosen to motivate consumers to our brand through increased social media messaging across several platforms, enhanced content newsletters, consumer contests, artist, tutorial and product videos, etc. Exhibiting at NAMM 2024 is being considered, but not determined at this time.
BM: Out of necessity during COVID, Fender as well as the industry experimented with other ways to reach the dealer network and consumers and have found ways that are actually not only better for the brands but better for the industry. FMIC adopted a new virtual format back then that allows us to conduct more focused and in-depth networking and marketing efforts, which have also both reduced costs associated with NAMM and increased the time the company has with retailers. This format has been our primary driver, but we have begun incorporating more in-person showcases with dealers, as well as quarterly in-person events.
Do you have any recent or upcoming product introductions you’d like to share?
RC: We always have things going on at Lanikai! This year, we are putting a little fun in the mix and introducing a few “special run” models with limited quantities. These limited models will have special woods and/or features that are not offered in any standard series. Also, by market request, we are enhancing our popular quilted maple series and a new All-Solid baritone model will be announced soon.
LM: The Voyage Collection is one we are very proud of. We teamed up with an inspirational Māori cultural artist named Sam Mangakahia. He designed custom artwork, which we turned into a laser etch mahogany collection. Each one tells a special story, and has special details, such as abalone inlay.
Also, though not an ukulele, I have to acknowledge our U•BASS®. We are extremely excited to be bringing totally revamped import Solid Body options. These got tons of buzz at NAMM, and it’s easy to see why — they look great, sound amazing, play beautifully, and they’re affordable!
BM: As mentioned earlier, The Fullerton Collection is the latest release from our Fender ukulele offering. In this collection the Fullerton Precision Bass Ukulele was introduced, along with new color options for the Fullerton Telecaster, Stratocaster, and Jazzmaster. They are designed to appeal to beginning and advanced players by incorporating laminated Spruce tops, maple necks, laminated walnut fingerboards, and new Fender branded preamp systems, which feature tone controls which allow players to alter the voice of the ukulele. We’re looking forward to continuing to expand our ukulele offerings.
AS-L: We are introducing a Glitter series this fall. There will be two models – one with a turquoise glitter finish and one with a gold glitter finish, as well as two unique body styles both available in tenor size, with internal pickup and sleek body. We also added a new design to our best-selling tropical series with the DDUK14 Sunset Mariposa, a colorful butterfly design
Expectations for the ukulele market in the upcoming Holiday Season and beyond?
AS-L: I predict a spike in ukulele sales for the Holiday Season. People need happiness, crave happiness and the ukulele delivers exactly that!
BM: An instrument is always a great gift, especially a ukulele as it’s a great introduction for people interested in learning to play an instrument. It’s compact size also makes it a great gift for younger players. Our Fender Play app provides affordable in-depth video lessons that are perfect for beginners looking to improve their technique.
LM: Despite the economic climate, sales should be strong for the Holiday Season. Ukulele continues to be a great gift for people of all ages and playing ability. Beyond that, since the ukulele is so established now, we should see seasoned players continuing to expand collections or upgrade to the next thing, and more and more kids and adults will continue to pick it up for the first time.
RC: The ukulele market is changing, and some brands will not survive the market shift. Growth will not be at the same rate as before. Dealers are downsizing their ukulele wall to market preferred brands, and the upcoming holiday season may help reduce their “fringe” stock. I believe there will likely be more transitional phases positively affecting the ukulele market such as: 1) Step up: Advancing players will need to upgrade to nicer ukuleles. 2) Collector: Ukulele advocates will continue to collect additional and unique models such as 5,6 or 8 strings, a baritone, or a bass ukulele etc. 3) Guitarists/Utility players: Players will seek a ukulele for the specific tone and for the acoustic intimacy it brings to performances. 4) Education: Schools will continue to utilize the ukulele due to its low entry cost and ease of playability, producing more players who will seek step-up instruments, collect, become performers, and continue the cycle.
