Sticking the Landing: MI Retailers Enjoy Robust Drum Sticks Sales in 2021

It’s always a pleasure to be in the position to pass along good news and the results of this month’s dealer survey – sent out to over 400 businesses – are nearly uniformly positive. With close to 100% of participants (95.4%) reporting that drum stick sales are either up or level when compared to 2020, it’s clear this is one MI market segment that is thriving in today’s marketplace.

Of course no river long enough doesn’t contain a bend, so as much as the overall assessment would be upbeat, there are some minor complaints and concerns. Along with the usual (online sales, big box competition), some retailers find the exhaustive volume and variety of sizes, materials, and colors to be both daunting and frustrating. In other words, how do you choose what to stock if you can’t possibly order a few of everything, and how do you accurately predict what “New! Cutting-edge!” drum sticks are going to be a runaway hit with players? However, as Allen McBroom of Starkville, Mississippi’s Backstage Music says, “When it comes to drum sticks, manufacturers are constantly reinventing the wheel and every now and then they do make it a little more round.”

Sales of drum sticks, when compared to this time last year, are…

Up: 86.3%

Down: 9.1%

Level: 4.6%

What specific types are the hottest sellers for your business?

Sticks: 84.2%

Brushes: 4.1%

Mallets: 7.4%

Rods: 2.4%

Swizzles: 1.1%

Brush/Stick Combos: .9%

Brooms/Cajon Brushes: .5%

Timbale Drum Sticks: .5%

What’s the most popular drum stick material at your store?

Hickory: 80.8%

Oak: 2.1%

Maple: 12.7%

Synthetic: 5.4%

Which brands are generating the most profit for your operation?

Vic Firth: 79.3%

Promark: 82.8%

Zildjian: 58.9%

Vater: 61.3%

Meinl: 44.5%

Ahead: 41.1%

Regal Tip: 29.2%

Innovative Percussion: 18.9%

On-Stage: 11%

Diamondback: 7.5%

LP: 3.6%

Wincent: 3.6%

Finley: 1.9%

What trends have you been noticing with respect to drum sticks sales?

“I can tell you that trying to stock all the models in all the finishes and colors drives an owner mad. We are seriously reducing our selection and maintaining the sales. [It’s] scary what hasn’t sold post-COVID. The “Buy 3 get 1” packs from Vic Firth are the reason they are so profitable for us.”

Ed Magruder

Musician’s Warehouse

Athens, Georgia

“When it comes to drum sticks, manufacturers are constantly reinventing the wheel and every now and then they do make it a little more round. The ProMark FireGrain sticks are one example. The Wincent wax-bath treatment is another. Most of our stick customers follow a devotion pattern, where they are devoted to one brand, though they often aren’t sure why.”

Allen McBroom

Backstage Music

Starkville, Mississippi

“Drums sticks and drums sales in general remain pretty flat. Used gear continues to do well, especially used cymbals.”

Scott Mulrooney

The Music Shop

Southington, Connecticut

“Since we’re very active in the school music business, we’ve noticed a substantial increase as schools are back in full swing.”

Steve Gibson

Absolute Music

Reno, Nevada

“School drum lines are open!”

Paul Van Alstyne

Pete’s Music Center

Yuba City, California