Leaders of the Pack: Starter Packs for Fretted Instruments

With the recent pandemic came a historic surge of interest in music-making, especially with respect to fretted instruments. With record numbers of beginning players, it stands to reason that most suppliers of guitars, basses, ukuleles, and the like would see increased interest in “starter packs” – bundled product that combines the instrument with relevant accessories and add-ons.

MMR checked in with six major vendors of these packs to learn what models are the hottest sellers in 2022, how dealers are leveraging savvy display and marketing tactics to increase sales even further, and what supply chain challenges mean for the near future of this market segment.

With the recent uptick in fretted instrument sales, have you also been noticing an increase in sales of starter guitar packs?

Rock Clouser: We have seen a huge spike in our entry sales. Perhaps one positive aspect of the pandemic has been a renewed interest in, and a return to, music – noticed in all skill levels, but especially in the entry level. The desire to learn, create, play music, and be a part of something bigger by sharing online, or just for personal enjoyment has boosted entry-level guitar and ukulele sales for us.

Thomas Appleton: We’ve noticed an increase across the board, including at the beginner level. This increase is being led by our standard entry-level products – however, it is not being seen in our package business. Currently we do not offer any starter packs in the electric guitar category. We recently introduced bass packs to our lineup in 2021, so we have no comp sales to reference, but judging from current sales and comparing with other models in our line, we do not feel that packages are having a specific increase. We’ve seen a slight increase in acoustic packs over the last two years, but nothing extreme, especially when compared to the success other series are seeing.

Arthur Morin: Sales quantity: More than 2020, but less than 2019; Ordered quantity: More than 2020 and 2019.We’ve received more orders for the starter guitar packs, but we couldn’t fill all of these orders due to the lack of inventory caused by the long transport lead time.

Billy Martinez: Yes, we have seen an uptick in trends towards starter packs. In October of last year, we released the results of “Fender’s New Guitar Player Landscape Analysis,” a study commissioned by YouGov® that revealed an incredible 16 million people (7% of the U.S. population) turned to guitar to fill their time in the last two years. We learned a lot from this study, including that 72% of new players are between the ages of 13 and 34, ushering in the next generation of artists that will be transforming the guitar and music industries.

Using these findings (and more), we launched the Beginner’s Hub, a network of online resources that includes every tool a new player needs to start, stick with and eventually master their guitar, bass or ukulele. This hub includes proprietary guitar technology including Find Your Fender, Fender Play, and Fender Tune, revolutionizing the brand’s product journey to cater to the experiences of the largest wave of new players ever seen. New players love the idea of having everything you need to start playing acoustic or electric guitar all in one bundle and that’s why we did this: to cater to those exact needs.

Eric J. Stewart: When the recent uptick in guitar sales hit during the pandemic it became feast or famine. Whatever fretted Dean instruments had in stock sold out immediately across all price points – this, of course, including all of our starter guitar pack options.

Krista Gilley: Yes, we definitely have noticed a global increase across the Epiphone brand and even into our family of brands with Gibson. The value of these guitar player packs is incredible to our fans and with the recent interest in fretted instruments – which has created a wide range of players including new players who now have time to pick up a new skill, or those that come back to playing again – the best place to begin is a player pack that comes outfitted with the right tools to get you started on your playing journey. Epiphone covers a diverse range of players across both electric and acoustic player packs.

For your brand, what specific starter packs are currently selling best?

TA: The best-selling pack in our lineup has actually been our best-selling pack for a number of years, the IJV50. Our best-selling bass pack is the IJSR190NBKN.

EJS: In our Dean line, we keep our selection limited when it comes to starter packs.

We offer one solid body electric guitar pack, one acoustic guitar packages in two different color options, and one solid body electric bass guitar package in two color options.

We like to keep these offers limited and focus our efforts on quality and availability.

BM: Our acoustic and Squier electric packs have seen annual growth as more and more people are interested in playing guitar. It really depends on what the new player wants out of their experience. Most new players tend to lean towards an acoustic pack.

KG: For Epiphone, we’re pretty equal sales-wise on both the acoustic player packs and the electric player packs. Just recently in the past year and a half, we have introduced the beautiful Starling acoustic guitar player pack that has been leading the group out of Epiphone for acoustics. The Epiphone Starling is an entry-level acoustic guitar that comes in a wide assortment of colors. The Epiphone Starling guitar player pack, itself, has a street value of $199 and comes in four unique finishes. On the electric side, our wildly popular Les Paul player packs have been leading the charge. The Les Paul player packs have been a longstanding and versatile guitar for Epiphone fans at $269. Recently, our newest addition that is building a ton of buzz in the market is our Epiphone Billie Joe Armstrong Les Paul Junior player pack, which is designed after the iconic front-man for the rock group Green Day, Billie Joe Armstrong’s go-to guitar. The Billie Joe Armstrong Les Paul Junior is a higher-end player pack based on the preferences of an iconic artist, and coming in at $399, it is accessible, and holds true to the Epiphone philosophy of high quality guitars at an affordable price.

AM: The Yamaha GigMaker Standard acoustic guitar package is our bestselling starter pack. This kit is a complete guitar package, including an acoustic guitar, gig bag, digital tuner, strap, and picks – everything you need to start playing immediately at home or on the go.

RC: The Ranchero by H. Jimenez ¾ size acoustic nylon string is our most popular, with the ¾ steel string a close second. Our ¾ size is a good size and shape for beginning players ages 8 to 13 or so when many players first have an interest. However, our ¾ size is also a good “travel” guitar for an adult looking to have a fun take-along instrument for camping, fishing, or hiking et cetera. Kohala ukulele packs have also been extremely popular. The smaller soprano and concert sizes are the most popular.

Other than the obvious – the guitar, itself – what other components of guitar packs (strap, strings, tuner, picks, amp, et cetera) do you feel are of greatest value to the consumer and why?

EJS: Of course all of our packages include the obvious – strap, picks, tuner, et cetera – but outside of the guitar, when it comes to an electric package I used to feel that the amp supplied would usually be considered the greatest value. However, nowadays, with all the amazing entry-level amps on the market today, we like to focus more on the quality and playability of the guitar itself. If a guitar is set up and plays extremely well, that keeps the customer engaged and excited to play the instrument. A poorly set up guitar causes the opposite to happen.

KG: All Epiphone player packs come with the tools players need to get started. The electric player packs even include an amp, and the acoustics are more focused on the tools like straps and picks, and a gig bag comes included with the full package as well. What is exceptional about Epiphone is these player packs cover every need of players that are geared towards the acoustic side, as well as those who prefer electric guitars, and each pack offers a great value in a wide range of prices.

The most valuable aspect of the player pack is it comes with many accessories and tools included for the player to learn to use on their own. From an overall value perspective, in our electric player packs the amp included is a portable combo amp and it is such a valuable addition to the package. Again, the Epiphone player packs are all packaged together in an easy to purchase format, so a parent who might be new to the music realm isn’t stuck in an aisle of millions of amps and millions of guitars thinking, “What goes with what?” or “What can I bear in my own household when I’m starting to have a little rock and roller coming around?” They might not think they need a tuner, and the same with guitar picks – everyone is individualized in how they like to use a pick and sometimes they don’t use a pick at all. Altogether, the collective sum of all of the tools included in the guitar player packs is the most valuable component – it has everything they need. Then we tailor the package by model, so electrics like the Billie Joe Armstrong Les Paul Junior, or the classic Les Paul player pack both come with an amp, which is the perfect addition.

BM: With acoustic packs, the tuner, strap, and picks are essential to getting started playing guitar. They are the three essential components need when starting out. For electric guitar packs, the tuner, strap, picks, instrument cable, and amp are all essential to begin their journey. If you want to start your journey on an electric, you want to turn up the volume, so the amp is a crucial part of the experience.

AM: Gig Bag: This allows portability and protection for the guitar. It supports the player transporting the guitar outside of their home to play and/or learn with someone. These are all essential experiences to enjoy playing the guitar; Tuner: This is also a great value as it allows the player to keep their guitar always in tune; Pick: Using a pick gives the player a brighter and more consistent tone. It is also easier on the fingers when compared to fingerpicking. [For the] GigMaker Electric Guitar Package the amp is the tool to take customers to the “electric” world.

RC: We keep our acoustic packs focused primarily on the instrument and gig bag, [and] in some models we include a clip-on tuner. However, giving the entry player the best components and feature set on the instrument possible is an important part of the instrument’s performance and fueling the musical inspiration. For example, our student designs incorporate features and components that a beginner may not know to look for initially such as, all models have large easily seen position markers, metal geared tuners for accurate tuning, name brand strings for best tone and intonation, and all of our acoustic guitar packs include truss rods for easy action adjustments and improved playability.

TA: The most important components of starter packs are sometimes the most overlooked. The tuner and the picks are very important as it provides the player everything they need to get started. Obviously amplifiers or headphones would be necessary for electric packs. When it comes to entry-level products I’m always surprised when the most important pieces are left out. For example, with drums most brands make entry-level drum kits, but there are none out there that include sticks. I always wonder how many kids get a drum kit for Christmas, but can’t play once they get it set up and realize there are no sticks in the box.

How do successful retailers market and display guitar starter packs?

TA: The best displays usually involve a stack of the four-color boxes with the guitar on a stand in front, or next to, the display.

RC: “Retailers” now obviously means two things: online and brick-and-mortar stores (obviously many stores are both). Marketing packs online means showing the customer exactly what they are getting with detailed meaningful descriptions. We provide multiple product images and close-ups and detailed product specifications and descriptions for this reason. An online retailer can further enhance the consumer experience by video reviews and demonstrations. For brick-and-mortar retailers, successful marketing includes a clear segmentation of entry instruments. Displaying all guitars on a huge wall doesn’t point out which have pack options and so many choices can confuse the first time buyer. Separating pack options either in a display or with additional signage is important for in-store displays. Also, for brick-and-mortar stores that offer lessons, a package purchase can include a discussion about lessons to further enhance the pack sale for the beginning player.

Reed Larrimore: Guitar starter packages are an excellent tool for welcoming new players to the instrument, as they make it easy for an aspiring musician to get everything they need in a grab-and-go package. While it is essential to merchandise guitar packages in high-traffic locations in the retail store, successful dealers leverage each guitar package sale as an opportunity to invite customers into their lessons and services programs. It can be as simple as making the offer directly during the sales process, by offering coupons for lessons or set-ups at the point of sale, or through direct marketing post-sale. For customers willing to upgrade, “staff selected” bundles can be a nice upsell to the standard packages and provide dealers with their unique offerings.

BM: We offer our packs in a variety of options, but none more important to retail than the artwork on the outside of the box. It’s a selling tool in the retail environment and it shows the consumer everything they will experience as they unbox their new instrument. Most retailers have them stacked up and ready to grab-and-go!

KG: Our retail partners have a fantastic way of displaying the player packs in stores. Typically, the display is located in the front of the store and it creates a vivid pop-out. It is on us to make the Epiphone player packs an interesting and easy purchase on the floor. It can be difficult for a retailer to display a player pack because the whole package needs to be on a hook. It is best to showcase the strap, the picks, and all the other items that come with the player packs. At Epiphone, we package every player pack in a beautifully designed box that highlights all the tools available within it – it even has a handle on it. The Epiphone player pack displays are designed grab-and-go, creating an easy decision-making process. We also make our own Gibson App experience available with a fan friendly QR code. The new Gibson App is an all-encompassing guitar learning tool which features a whole suite to get any guitar player, even beginners, started on their playing journey. So, Epiphone has solved the merchandising side, the box aspect display element, and also the follow-up steps with the retailer. Epiphone guitar player packs are truly all a player needs to get started, or to continue their playing journey.

EJS: We offer all of our packages in full-color point of purchase display boxes that show every component on it, as well as what is packaged with the guitar. We also modified our packaging over the years to make sure they are extremely compact and retail-friendly when it comes to stacking and displaying, so they don’t take up more retail floor space than necessary.

What are your expectations for these types of bundled products in the coming months?

RC: We are seeing a spike in entry level across the board in our guitars and our ukuleles. The future of bundles and packs is solid as people seek turn-key solutions for what can be an overwhelming selection of brands and models. Knowing a pack has the products to meet a beginning player’s needs is comforting and makes the entry choice less daunting in a sea of options.

KG: Epiphone is so accessible to a wide range of performers from all levels of playing ability. If you are at home in your room, or on an arena stage – wherever you are, everyone’s had the same starting moment. For player packs, the solid win is that we have strong connectivity and a personal touch with every player. We begin with the model of guitar itself. Are you gravitating more to the acoustic side?

Right now, we have just introduced the Starling acoustic. In the Epiphone line of acoustics, the Starling itself is an accessible, entry-level acoustic guitar. The Starling acoustic player pack comes in a fun range of colors including, a deep Ebony, Wine Red, a Starlight Blue, and even a Hot Pink Pearl model. The Starling has a lot of appeal to younger players and as our new marquee entry-level acoustic, the Starling is a quality acoustic guitar that’s available to all players at $149. We’ve made it easy for a parent, a family member, or whomever the gifter is to be absolutely thrilled with their purchase. The Epiphone Starling is currently our only acoustic player pack, so I do see our acoustic pack collection expanding. We have many new musicians in the mix that are starting their playing careers. More acoustic player packs will be coming down the pipeline and elevated across an array of price points, as well as highly-desirable Gibson and Epiphone artist signature guitars.

On the electric side, we’ve already had great success including, the classic Les Paul player pack, and the recent addition of the Billie Joe Armstrong Les Pail Junior player pack. We also have a fantastic opportunity to bring iconic female players into the mix with our player packs on the electric side. Epiphone’s is FOR EVERY STAGE, and its player packs provide a great tool for beginning players to get on stage and start their own playing journey.

AM: We want to continue to build upon the success of the Yamaha GigMaker guitar packages. Our goal with our bundled products is to inspire the player to create more music. We want our guitarists to believe that everything they do, like practicing, pushes them towards achieving their creative breakthroughs. We want them to think that Yamaha guitars are made to be played and feel like they have been empowered to express their creativity in ways they couldn’t before.

EJS: As supply chain is still extremely challenging and lead times from factories are getting longer, we are working diligently with our sales channels to ensure forecasted orders are in place so we can meet the demand. We expect to sell every unit we have available no later October. Currently we see no downward trend in starter guitar packs and are happy to see a resurrection of guitar-based music circulating out there again to help introduce a new generation of guitar players.

BM: We see continued growth in the pack business, especially for the players who are just starting out on their musical journey. Between our existing starter guitar packs, the new Beginner Hub tool, and what we are planning for the future, these options are key to the success of the consumers experience with the Fender brand.

TA: We expect sales to continue at about the same pace. We’re seeing more customers stepping up for more expensive products for their first instrument rather the going for starter packs and expect this to continue. To address this need we’ve created the AZ Essentials line which provides customers with some amazing guitars at a very reasonable price.