By Christian Wissmuller
Let’s talk frets.
The fretted instrument market continues to strike a resonant chord in 2025. From the timeless appeal of acoustic guitars to the relentless innovation in electrics and the steady thrum of bass guitars, this sector is evolving — sometimes quietly, sometimes with full-stack volume. And yes, there’s a certain four-stringed dark horse worth watching: the concert ukulele (see page 11 of this issue).
First, the numbers — and they’re encouraging. While post-pandemic booms in guitar sales may have cooled from their 2020–2022 highs, the overall trajectory remains solid. Consumers haven’t stopped picking up guitars; they’ve simply become more intentional. The era of panic-buying and bedroom-studio mania has matured into something more sustainable: players looking to refine their rigs, upgrade quality, and support brands that offer authenticity and innovation in equal measure.
Electric Vibes and Player Sophistication
Electric guitars are experiencing a kind of renaissance that feels less like a fad and more like a generational pivot. We’re seeing a rise in “neo-classicists”—young players embracing vintage specs, single coils, and tube-amp tones while exploring new sonic territory via pedals, modeling amps, and DAWs. That sweet spot between analog warmth and digital convenience is where the magic is happening.
Manufacturers have taken note. This year alone, we’ve seen several mid-tier electrics with features once reserved for high-end custom shops: roasted maple necks, noiseless pickups, and boutique-inspired finishes. Players are expecting more—more playability, more tone control, more value. Smart builders are delivering just that.
Retailers, take heed: the days of stocking walls of red and black Strats are long gone. Curation matters. The modern buyer is educated and often comes in knowing exactly what they want—sometimes with a 10-page Reddit thread as backup. It’s not about volume; it’s about vibe and versatility.
The Ever-Resilient Acoustic Market
On the acoustic front, the demand remains strong, especially for models that marry traditional craftsmanship with player-focused upgrades. Built-in electronics, slimmer neck profiles, and sustainable tonewoods are proving to be key differentiators.
And while the dreadnought still holds court, smaller-bodied guitars—parlors, 000s, even travel-sized models—are making steady gains. Why? Because comfort and convenience now factor heavily into the purchase decision. It’s not just what sounds best—it’s what feels best, on stage, in the studio, or on the couch.
In short, the acoustic market isn’t about chasing trends; it’s about honoring roots while making space for innovation. There’s something beautifully stubborn about a market segment that still thrives on tonewood and tradition.
Low End, High Impact: The Bass Market
Let’s not sleep on bass. The instrument that holds the groove is finally stepping into the spotlight in a way that feels long overdue.
We’re seeing a noticeable uptick in both beginner bass sales and high-end boutique models. Social media—particularly platforms like TikTok and Instagram—is playing a huge role here. Young musicians are embracing bass as their first instrument, drawn in by its rhythmic core and the cool factor that’s (finally!) being recognized in the wider musical culture.
For retailers, the key lies in education. Stocking a variety of scale lengths, pickup configurations, and amp solutions (yes, including headphone practice rigs) makes a difference. And don’t overlook accessories—strings, pedals, and preamps are often where repeat business lives.
A Word on Concert Ukuleles
Now, let’s talk about the fretted elephant in the room—or should I say, the koa-clad darling that keeps surprising us.
Concert ukuleles continue to carve out a niche that’s both nostalgic and refreshingly modern. Their popularity isn’t just a residual echo from the early 2010s uke boom; it’s a result of sustained interest from educators, songwriters, and hobbyists who appreciate the instrument’s portability and charm, with just a touch more range and depth than their soprano siblings.
Importantly, concert ukes hit the sweet spot for many retailers: high turnover, low return rate, and massive appeal across age groups. We’ve even seen crossover interest from seasoned guitarists looking for something new to noodle on. Brands that lean into quality construction, fun aesthetics, and solid gig bag options are winning the day.
Final Thoughts: Resilience & Renewal
The fretted instrument market isn’t just surviving; it’s evolving with purpose. There’s a hunger for musical expression out there—one that transcends price points, genres, and generations. Whether it’s a first-time buyer walking out with a $150 uke or a seasoned pro trading up to a custom bass, the emotional connection to these instruments is real, and it’s ours to nurture.
As we move into Q4 and prep for the all-important holiday season, let’s remember: it’s not just about inventory. It’s about inspiration. Every guitar, bass, and concert uke on the wall is a potential spark for someone’s next big journey.
And that’s something worth tuning into.
