With over 65 percent (66.7%) of participating dealers in this month’s survey reporting sales level with those from last winter, ¼” instrument cables would seem to be – perhaps unsurprisingly – a fairly stable market segment. While customer preferences and overall trends vary from region to region throughout the nation, one factor was repeatedly called out by retailers: lifetime warranties. As these cables certainly haven’t gone down in price, customers have come to value, and even expect, suppliers to stand by the quality and lifespan of their product.
Read on to learn more about sales of ¼” instrument cables in today’s market…
When compared to this time last year, sales of ¼” instrument cables at your store are…
Up: 26%
Level: 66.7%
Down: 7.3%
What types of cables are favored by your customers?
Straight to Straight: 70%
Straight to Angle: 26.7%
Angle to Angle: 3.3%
What length of instrument cables is most popular?
Under 1 foot: 3.9%
1 to 3 foot: .7%
4 to 9 foot: 2.5%
10 to 12 foot: 70.4%
13 to 19 foot: 12%
20 to 24 foot: 9.8%
25 foot or greater: .7%
What colors are customers drawn to these days?
Black: 90.3%
Red: 13.3%
Blue: 10%
Yellow: 3.3%
Green: 3.3%
Plaid/Tartan: 13.3%
Multicolored: 16.7%
White: 3.3%
Grey: 6.6%
Purple: 3.3%
Which brands are the top sellers for your store?
D’Addario: 26.9%
Pig Hog: 19.7%
Ernie Ball: 18.3%
Rapco: 18.3%
Fender: 17.4%
Hosa: 17.4%
Mogami: 13%
Quantum Audio Designs: 12.1%
Kirlin: 12.1%
On-Stage: 9.5%
Private/Store Brand: 9.5%
Lava: 8.3%
Monster Cable: 8.3%
George L’s: 5.3%
CBI Cables: 4.5%
IK Multimedia: 3.1%
Klotz: 3.1%
Livewire: 3.1%
ProCo: 3.1%
Yorkville: 3.1%
PROformance: 2.5%
RockBoard by Warwick: 2.5%
Roland: 2.5%
Stagg: 2.5%
Have you been observing any significant trends when it comes to ¼” cables?
“Customers prefer cables with a lifetime warranty”
Mark Bolos
Big Apple Music
New Hartford, New York
“We devote a great deal of space for cables of all kinds, lengths, and price points. We also make custom cables for specialty applications with our message on the heat shrink as well as pre-made and packaged private label product in the most popular configurations.”
Jerry Vesely
Vesely Music
Parowan, Utah
“We all know cables are one of the more difficult items to merchandise. Unruly at best. We have opted for lines that have packaging that looks decent on the wall, while also clearly communicating the length and other features. [We are]trying to keep that section of the wall neat and squared up.”
Ted Parrish
Parrish Music
Viroqua, Wisconsin
“People Still like the cheap cables – except for my customers.”
Pieter Holland
Rock n Roll Ranch
Lebanon, Tennessee
“Explaining the benefits of a higher quality cable to customers is typically an easy upsell. Many solid options at entry level price points.”
Spidey Mulrooney
The Music Shop
Southington, Connecticut
“Most of the longer cables we carry are slow sellers.”
Jack Phillips
Jax Music Supply
Max Meadows, Virginia
“Cables with lifetime guarantees are the most popular with customers.”
Ed Intagliata
Cassells Music
San Fernando, California
“We have seen an uptick in sales for cables that feature a lifetime warranty with in-store exchange.”
Richard Schiemer
Brighton Music Center
New Brighton, Pennsylvania
“Our customers have been more price conscious over the past year because of inflation, so they are trending toward a lower price point than before. Studio buyers are sticking with higher quality, but the players have definitely gone toward the lower price.”
David St. John
Music & Arts
Glendora, California
In Today’s Music Business… Time-Tested Practices Still Serve You Well