Big Sales Come in Small Packages – The Ukulele Market Stays Strong in 2022

Supply chain disruptions have challenged ukulele brands, just as nearly every other segment of MI – or, really, any and all types of manufactured, distributed products these past few years. The uke’s enduring popularity and suppliers’ abilities to be strategic and nimble, however, have buoyed these instruments amidst a sometimes unstable retail landscape.

We recently connected with reps from five major players in the design and production of ukuleles to get a feel for what trends are driving sales and what specific models are being embraced by players in 2022.

For your brand, what ukulele models are currently the hottest sellers?

Rock Clouser: Lanikai offers a wide range of prices and models, but our current best sellers include our quilted maple series in transparent colors – especially our purple, blue and black. Natural flame maple and our wide grained oak series are also very popular due to the striking wood grain patterns. Naturally, our mahogany and acacia wood models continue to be steady sellers with more traditional styling.

Mike George: Strictly in terms of volume, the Martin Guitar C1K is always a popular model. Solid Hawaiian koa, in a concert size, with very traditional specs seems to cover a large demand. In terms of growing interest, the T1 Streetmaster takes our ever-popular finish package into the uke world, and we’ve had great success with it.

Autumn Lembert: Our top sellers are our UK210, UK445, and our DDUK 12 Mermaid design.

Billy Martinez: Our Artist Signature Ukuleles are always some of our best sellers but more recently we refreshed our California Coast Ukes and added new colors and a new Tenor model added to the line and that has been really well received.

Leanne McClellon: Consistently for Kala, our best sellers are excellent, high-quality entry level instruments. At the top have been some classics like our KA-15S and Learn to Play Soprano. Some new comers have been our 20 Series, as well as the Teak Tri-Top Tenor with Cutaway and EQ.

When the “uke craze” really began to pick up steam in about 2008 or thereabouts, many figured it was just a passing trend and yet here we are in 2022 and ukuleles are still selling at a fast clip. To what do you attribute the enduring appeal of these instruments?

AL: The Ukulele is the happiest and easiest instrument to play!

LM: Basically, what’s not to love about a ukulele? It is a small, portable instrument that can do so many things. It is accessible to entry level players and is not intimidating, but it’s also an instrument a seasoned musician can pick up. It is extremely versatile and the audience is still growing.

BM: For our brand it really comes down to the easy-to-play nature, as well as the lifestyle component that ukuleles offer the consumer. Ukuleles are fun and they can go wherever your journeys take you. They also offer a beginner solution that, for some, doesn’t feel overwhelming. That is why Ukulele lessons are a big part of Fender PLAY. It’s an enjoyable experience that can be very rewarding for beginners.

MG: We can’t deny the influence of video posting and cover versions of songs being played on ukuleles. They really are the most approachable stringed instrument and add to that the options for consumers being so vast, it’s really ingrained in our culture. They are fun instruments!

RC: Ukuleles have ongoing popularity for several reasons. Obviously, we live in a fast-paced world and the playing ease and simplicity of ukulele allows first time players to experience music quickly. From the outset, it is so player friendly, encouraging players to continue. Additionally, ukuleles offer a comparatively low entry cost for consumers. The small size allows for easy transport and convenient storage. The ukulele is a social instrument easily shared with others at any level. It easily supports a solo singer’s voice and blends well with other instruments. Also, there is a vast amount of online ukulele content and tutorials available for players to share and discover from all over the world. Finally, the ukulele is a true instrument with a rich tonality complex enough to challenge dedicated players to explore and develop their playing to advanced levels. Few musical instruments have all of those attributes.

Have you been noticing any trends in this market segment? Any particular features or types of ukes being favored by players, developments or production techniques that are impacting the supplier side of the equation?

RC: We have noticed more players trending toward our larger instruments such as tenors, baritones, guiteleles, and even our bass ukulele. This is likely due to guitarists of all genres are discovering the ukulele as a distinctive sound texture. Also, as the market matures and seeks other ukulele possibilities, our multi-string instruments (5, 6, and 8 strings) are becoming more popular. The ukulele is no longer considered a “novelty” instrument but rather a useful sound layer and a unique voice in the mix of a recording or live performance.

AL: People are interested in non-classic looks, exotics, new and different designs, different kinds at woods. EQs are far more popular for stage players.

The true costs of COVID, and the length of time for shipments. Shutdowns in China have really affected our industry – shipping and porting at new locations. We are having to do some very roundabout methods, which, in a former world, wouldn’t make any sense, but today saves us the most money.

BM: There are a few things we have noticed in recent years for the Fender brand. The first is the move to a higher price point, even for beginners. People are willing to spend upwards of $200 USD for a Uke, especially if the aesthetics fit the player’s desires and fit their personality. The other thing we have noticed is that the Tenor body shape has really taken the front seat with our brand. People used to lean more towards a Soprano, but we are seeing a shift to the Tenor body shapes at all price points.

LM: Ukuleles are still being picked up at a fast pace by beginners. However, there are also those who have been playing for a while, or are collectors, and they have been looking for unique items and those with incredible tone.

MG: Similar to what we have seen in guitars there are interesting trends in unique and wild body shapes and new and interesting aesthetic appointments. Product lines seem to be spreading wide in terms of variety. I’m seeing a lot of interest in colors and subtle nods to guitar design, so we’re always exploring what’s possible in those arenas. One interesting thing about our production techniques is that we are able to utilize wood that is too small for making our guitars, for example reclaiming the beautiful sinker mahogany and koa fine veneer on our 0 Tenor and C1Uke-03.

To what degree have supply chain issues been negatively impacting your brand since COVID?

LM: The supply chain issues seem to be evening out. From our perspective, it just took more initial planning. Once we realized how things would be going, we started ordering modified quantities on the presumption that it will take product longer to get here. Diversification has also been helpful in staggering arrival times. Being more thoughtful and strategic has helped us have inventory to offer to our dealers.

BM: Like many other manufacturers around the world, supply chain issues have posed many problems. However, we have taken great measures to ensure we have what our dealer base needs whenever possible. It has been challenging, and while it is getting better, there are still obstacles we have to overcome, but we feel confident it will continue to get better in time.

MG: I interface with our supply chain group on nearly a daily basis, and they’re working harder than ever to keep a steady supply of raw materials flowing. When we can’t get certain items, we either hold production or must pivot to an alternative, which is another challenge to find. Our logistics/shipping team is struggling with port and transportation issues every day. We’re up for the challenge.

RC: Clearly, supply chain issues have been troublesome in many ways. Providing the market with products to meet the demand is no longer a matter of ordering in quantities to allow for production lead time. Factory production can be on schedule but can then stall waiting for parts to complete the instruments. If ships have a delay at any port that affects everything exponentially down the line. The challenge continues and while we are seeing improvements, it will take longer to recover and smooth the issues completely.

AL: 10,000%. At times we ran out of product, causing us major stresses. We couldn’t do our jobs. We didn’t have product to sell. Having zero product caused us to scramble with our warehouse employees to find things to sell to just keep the doors open and the lights on.

It seems like as a company, we’re trying to pivot, trying to figure out when we can get off this rollercoaster ride that the pandemic forced us onto – essentially, finding ways to change with the market. Even going so far as to contact our state representative and bring our issues to their attention.

Have you noticed any particular marketing or in-store display strategies being employed by dealers who are particularly successful selling ukuleles?

RC: As the ukulele market advances, many stores have adapted their strategies. Since players are savvier to what they are seeking in their next ukuleles, some dealers don’t use stock image photos, but instead they take pictures of each particular ukulele so consumers can see the exact instrument (wood, color et cetera) they are getting. Some even provide sound clips of the ukuleles. Also, since the ukulele is so widely recognized and supported now, it is no longer sequestered in the back of the music store with the mysterious group of odd instruments known as “other”. There is typically a ukulele section in most stores with a ukulele expert to field detailed questions and they are often a ukulele instructor as well.

AL: Ukulele trees! Our dealers will always buy back from us if they get the tree. Your display is everything!

LM: Yes. As a matter of fact, this has come up recently in conversation regarding stores that are successful versus those who come up short. Ukulele is an instrument that is genderless and ageless. It appeals to a large cross section of people. Making sure that the ukuleles are in a place to be touched and played helps to create more sales. We have POP displays that can assist with this. Some stores that do well even put some outside the store to draw people in! Stores with lesson programs tend to do well, because they get a built in audience, and new players into their store. Stores with a modern website, as well as fun and interesting social media also connect better with customers.

 MG: Sure, like our Martin walls for guitars. Large, detailed displays to house ukuleles draw attention and invite you into the brand, while having the added benefit of keeping your instruments grouped, where they often get dispersed.

BM: Every dealer has a consumer market base that they cater towards and do a great job identifying that and ensuring they display accordingly. Our brand has a unique opportunity in that all of our ukuleles have the iconic Fender headstocks which allow for unique ways to merchandise them in our dealer’s stores and online.

Does your brand have any recent or upcoming ukulele model introductions of note that you’d like to draw MMR readers’ attention to?

MG: Absolutely! I’d like to touch on the three we launched at NAMM 2022, all utilizing Graph Tech’s ratio tuners: 0 Tenor Uke – Features neck, top, back and sides from sinker mahogany. It offers such a complex and resonant tone; C1UKE-03 – Featuring fine veneer Hawaiian koa top, back and sides in concert size. This uses a unique laser-etched rosette; T1FSC – Featuring 100 percent FSC sustainable materials throughout, sapele top, back, and sides. The instrument also comes with an awesome gig bag made from recycled water bottles recovered from the ocean, meeting the global recycled standard.

 LM: For over a year we worked on bringing an excellent solid body ukulele to the market at a price point that is within reach for our target audience. This is a “must have” for a lot of players and will offer versatility to playing. As with most of our products, it was a collaboration between sales, marketing, and product to get it just right before it goes to market. It is a great ukulele for players who like to record or just want to expand their repertoire. And, it’s available now!

BM: We recently relaunched our California Coast Ukuleles with new Tenor models and new Exotic wood options as well as more onboard electronics across the new models. They have been a refreshing welcome to the ukulele space for our dealers.

AL: We now have New Upgraded Tuners on all our student ukuleles. We have decided to start adding a gloss varnish to some ukulele lines to see if the paint last longer. This is just something we are experimenting with. So far, some people really like the gloss, others think the matte is nicer! It’s about personal preference, and we want to offer the choice! We also have two new products, the DDUK23, and DDUK25. Unicorn Dreams and Glitter Rainbow! Fun, vibrant designs for musicians of all ages!

RC: We always have a lot going on at Lanikai, but two launches stand out as particularly exciting. First is the return of our iconic LU series. This very popular entry series was an instrumental (pun intended) part of the early ukulele revolution. This year, we brought the LU series back with many upgraded features found on our upper level Lanikai models. I encourage any first-time player or educator to try an LU series. Our new series of bass ukuleles has also been incredibly well-received. They have a larger size, great feel and deliver a warm low punch. They sound great acoustically but even better through a bass rig. Any bass player looking for a great stage bass, a recording go-to or a practice bass should try one of our Lanikai bass ukuleles.