By Christian Wissmuller
“Today’s concert ukulele customers are more discerning than ever, often seeking a blend of playability, aesthetics, durability, and value.” – Rock Clouser
“The massive surge in sales that happened during the pandemic was fueled by so many people staying home, looking for new activities to do, as well as available funds, so naturally with more people going back to work, along with some uncertainty of the economy, there has been a cool down.” – Leanne McClellon
“Because of tariffs we’ve had to adjust our production forecasts to match last year’s sales, not to exceed last year’s sales.” – Michael Schear
“Our approach is that of a marathon, rather than a sprint and to focus on building the highest quality instruments that inspire musicians worldwide.” – Mike George
There was a time when the ukulele was largely relegated to the realm of novelty — a cheerful punchline strummed on beaches or tucked into classroom programs. Those days are long gone. The concert ukulele, in particular, has emerged as a bona fide instrument of choice for a wide swath of players: from hobbyists looking for a richer, more resonant sound than a soprano, to working musicians who value portability without sacrificing tone. With its slightly larger body, expanded range, and a timbre that feels at home in folk, pop, and even jazz contexts, the concert uke has shed the “cute” stigma and stepped confidently into the spotlight.
Dealers have taken note, as have manufacturers, who continue to expand their lines with models aimed at every corner of the market — beginner-friendly price points, mid-range workhorses, and handcrafted boutique builds. For retailers, the concert ukulele represents not only a steady-selling, low-barrier instrument but also an increasingly aspirational one, as players often “step up” from entry-level sopranos into this category. In short, the concert uke isn’t just a passing trend. It’s a category that continues to evolve, offering fresh opportunities for growth while helping to keep the wider string market strumming along.
For your brand, what’s currently the top-selling model(s) of Concert Ukulele?
Mike George: 2025 is a centennial anniversary for C.F. Martin & Co. concert ukuleles (originally added to our catalog in 1925) and we’ve released two commemorative models that have been our top sellers this year.
Rock Clouser: Logically, Lanikai’s top-selling concert ukuleles include our high-volume models widely adopted in educational and classroom settings, such as the mahogany MA-C and the long-established LU21-C. Both are well-supported at the entry level thanks to their practical feature sets and traditional aesthetics.
However, it’s worth highlighting that one of our top three concert bestsellers is the highly sought-after Quilted Maple Trans Blue cutaway electric concert model, QM-BLCEC. While not priced for entry-level buyers, it stands out for its exceptional performance features – offering comfortable playability, reliable stage and studio functionality, and versatile tone-shaping capabilities via the Fishman® preamp and built-in tuner.
Michael Schear: Our UK210C Mahogany Top, Back & Sides with padded gig bag is our top-selling concert model.
Leanne McClellon: Some of our long-standing concert models continue to be tried and true models, such as our Kala 15 Series Concert, as well as the Classic Mahogany. However, a somewhat new-comer has been our wildly popular Voyage Series Concerts – particularly the “Unity” model. People love the design and story behind it. The Teak Tri-Top Cutaway has been an amazing hit for those looking for a pickup and cutaway at a surprisingly affordable price.
What qualities and features are today’s customer looking for in a Concert Uke?
RC: Today’s concert ukulele customers are more discerning than ever, often seeking a blend of playability, aesthetics, durability, and value. As the market has been strong for several years many advancing players and even beginners know the features to look for.
Obviously, playability is foremost. Lanikai uses a wider nut to accentuate and enhance the comfortable playability. Intonation and tuning stability are important for any string instrument. Lanikai uses excellent quality open gear tuners to keep the headstock light and tuning stable. The nut and saddle are professional grade Graphtech® Nubone® material to give the instrument projection and focused harmonics. Lanikai’s body tone woods give a warm, balanced tone with good projection. Naturally we offer a variety of highly figured laminate, solid top and all solid wood options in our line-up.
We recognize it must be visually striking as well as functional, so we have abalone and pearl inlays and rosettes, body purfling and binding options as well as vibrant colors and natural woods. We offer several models equipped with a Fishman® pre-amp and tuner with cutaways for easy upper fret access.
Durability and adjustability are important too so for larger models with longer necks we have truss rods in all baritones, guiteleles, and bass ukuleles to ensure consistent playability. Finally, all Lanikai models at all levels have a padded gig bag or case provided as well as a lifetime warranty. As one of the oldest production and dedicated ukulele brands, these premium features have become our standard offerings expected by our players and we are quite happy to oblige.
LM: There are different types of customers, so it’s not a one-concert fits all. The uke market has matured, so we are seeing a gravitation toward the higher-end – solid and exotic woods, pickups, and special appointments. Customers love something that looks a bit unique – that is why we see some of our best sellers these days being those with cool designs and different features. On the flipside, many schools use concert size, and for them, it’s all about a quality uke with the classic sound.
MS: High quality tuning gears, Aquila Strings, high quality fingerboard and frets.
MG: Very akin to our guitars, we find that most Martin consumers expect traditional builds and aesthetics. Most of our models are koa and mahogany, using the same build techniques and design elements from the golden age of ukulele making. Instruments that stand out tonally, intonate and play well and get better with age have been our tenets.
Many segments within MI that experienced a surge in sales during the pandemic have experienced considerable “cooling down” in subsequent years. Do you feel this has also impacted ukulele sales?
LM: The massive surge in sales that happened during the pandemic was fueled by so many people staying home, looking for new activities to do, as well as available funds, so naturally with more people going back to work, along with some uncertainty of the economy, there has been a cool down. However, we have found that people still want ukuleles! We have many retailers actually reporting that they have seen increased sales of Kala ukuleles year over year, and continue to project growth of the brand. There are tons of people still playing and collecting ukes, picking up uke for the first time, or playing it in school.
MS: Yes, we have noticed some cool down in ukes sales. However, we have noticed substantial growth in school programs using ukuleles. This growth in school sales has helped offset the cooling down in overall sales.
MG: The surge of the pandemic brought so many players into the fold, that a “cool down” was inevitable and ukuleles are no exception. The ukulele is one of the most approachable stringed instruments, and with the low barrier to entry, it still makes the perfect first or tenth instrument.
RC: Yes, the ukulele market has certainly felt the post-pandemic “cooling down” seen across many areas of the music industry. As demand normalized, several brands exited the once-crowded space. But the market hasn’t disappeared, it’s simply adjusting. With economic uncertainty, the ukulele’s affordability and ease of learning continue to make it a relevant choice for educators, hobbyists, and advancing players alike.
Personally, I believe the overarching outlook remains positive, though the market is evolving. Continued interest in music education and recreational playing keeps demand steady, but manufacturers must respond with innovation – better materials, fresh designs, and inspiring models that connect with today’s players.
Is your production of Concert Ukuleles being impacted by newly introduced tariffs?
RC: Unfortunately, newly introduced tariffs have become yet another challenge for the ukulele market, significantly impacting the production and pricing of most concert models. Entry-level instruments across the board – not just ukuleles – are especially affected, which may discourage new players from entering the market. As manufacturers, we’re being forced to reassess sourcing strategies, pricing models, and inventory planning.
While it’s still early to gauge the full impact, these changes are already leading to higher prices, supply chain disruptions, and market instability. The situation remains fluid, but it’s clear that adaptability and strategic planning will be essential moving forward.
MG: We source materials from around the globe and our supply chains are robust enough to handle most issues that arise. That said, we haven’t seen any material impact yet.
MS: Absolutely! Because of tariffs we’ve had to adjust our production forecasts to match last year’s sales, not to exceed last year’s sales.
LM: Thankfully, we were planning well before the tariffs even hit, which minimized the impact on production. There are some models we decided to discontinue simply because they no longer made sense, given the cost.
What are some best practices you’d advise MI retailers to adopt when it comes to marketing and displaying Concert Ukes?
MG: I’m a fan of balancing features with benefits to the player. The breadth of assortment can be challenging to lay out but the retailers that do it best tend to give players time with an instrument to understand the tonal nuances at play.
LM: Make sure that you have a selection to choose from. The most successful retailers offer concert ukes in different styles and price points – this way the bases are covered. Show the customer the higher end one first and you might be surprised to see they go with that one. It may also be worth pitching a concert size at times before starting with the soprano. The sound of the concert will be more full and it will give the customer more room on the fretboard. And, make sure the ukes are accessible in the store. Let people pick them up and try them out!
MS: We recommend our dealers reach out to school programs to see if they are interested in growing their music program by adding ukuleles. We also recommend stocking a large variety of concert ukes in various price ranges & exotic woods as we’ve found first time buyers will often purchase by their pocketbook first, then their eyes and then by their ears.
RC: Well, with the evolving market, understandably many dealers are refining their ukulele displays to focus on a few select models and key brands. It’s crucial that these displays remain intentional and inviting – never sparse or neglected. Popular models like concerts should be well represented, with instruments kept in tune and polished. A visually appealing mix of colors, wood types, and varied price points helps attract a wider range of customers.
For online sales, dealers can stand out by offering smart accessory bundles that include tuners, chord books, polish cloths, straps, capos, and more. These packages add value and convenience for buyers to make a confident choice. Staying connected with local players, teachers, and ukulele clubs also helps maintain strong ties. Hosting after-hours ukulele jams is one proven way to strengthen community and keep the ukulele spirit vibrantly active.
To keep interest fresh, store staff should be well-trained on the stocked brands and models, and displays should be rotated monthly with new arrangements. A knowledgeable team and a dynamic presentation go a long way in keeping customers engaged and excited about ukulele.
Any recent or upcoming Concert Ukulele models you’d like to mention?
RC: As a dedicated ukulele-only brand, we typically have several new models and models in development. Recent additions in concerts include two special edition models.
The SPPW-CX is a resonate satin all laminate Spruce Top concert with Pacific Walnut back and sides. It is equipped with accurate chrome open back tuners, two strap buttons, a NuBone® nut and saddle for enhanced harmonic projection and a wide comfortable neck profile. A padded gig bag and limited lifetime warranty is included.
The SMBB-CX is another concert size Limited Edition model. It has a striking glossy black burst Spalted Maple top. The glossy black back and sides, plus Maple binding accentuate the edges and give it a bold eye-catching look. In typical Lanikai fashion, it is equipped with the NuBone nut and saddle, wide comfortable neck profile. Topping off this model are Gold open back tuners and two strap buttons. A padded gig bag and limited lifetime warranty is included.
Finally, I will mention we now offer a hardshell arched top wood case for concerts. The HWC-C case will give your treasured concert ukulele extra protection. The interior has plush lining with padding and a covered storage compartment. The case is equipped with Heavy Duty Chrome hardware and a comfortable balanced handle.
MG: As I mentioned, we’re still celebrating our 100th anniversary with a style 1, all sinker mahogany model limited to 91 units which is the same number we sold in 1925. In addition we have a similarly appointed but more affordable model running for the entirety of 2025 with all solid mahogany.
LM: We have two new offerings to expand on two proven series. The Amara Tri-Top Cutaway expands on the popular Teak Tri-Top Cutaway model, and the Makala Indonesian Acacia expands the Makala offerings. We expect more concert models in the new year.
MS: We’ve added a new line called the Heritage Series. These ukuleles feature a variety of exotic woods, big sound and are easy on the pocketbook.
Expectations for this market segment in the coming months?
MG: Our approach is that of a marathon, rather than a sprint and to focus on building the highest quality instruments that inspire musicians worldwide.
LM: The holidays are fast-approaching, and ukes make such a fun gift. They will be a hit for gifts again this year (as well as all of the accessories to go with).
Beyond that, the uke community is a strong and growing one! It has also matured, so many players started out with an entry level uke, and they have now moved on to their second or third (or beyond) one by now. This means there will be a larger appetite for more expensive models continuing over time. Students are still playing ukes in schools, and clubs are forming all the time – these things continue to create new players, which is very healthy for this market segment.
MS: We have noticed that business is firming up for the 4th quarter.
RC: While the ukulele market has definitely cooled off from its peak, it’s far from disappearing. In fact, the current slowdown – combined with rising tariffs – might actually set the stage for a rebound. As discretionary spending tightens, consumers may gravitate toward instruments like the ukulele that offer a low cost of entry, musical versatility, and a fun, easy learning curve.
Dealers who position ukuleles as an affordable gateway instrument into music-making could find renewed interest, especially if they focus on value-packed bundles and community engagement with a focused variety steadily on display.
