Masters Golf Shop Draws Shoppers With New Merchandise for 2026 Tournament

The Masters Golf Shop at Augusta National Golf Club opened Saturday with new items for the 2026 tournament. Shoppers lined up before 7:30 a.m. The line wrapped around the outside walkway as people waited to get in.

Shoppers discovered new hats, Clubhouse umbrella coasters, and hand-stitched needlepoint pieces from Smathers & Branson. One hat had a beige outline with "MASTERS TOURNAMENT" in capital letters and a retro logo of the club on the side.

Other caps include a blue option that reads "Now Driving" and a peach hat that says "Peach." The Smathers & Branson display showed a blue wallet with Masters logos, a belt marking Amen Corner, and keychains depicting a gnome and a pimento cheese sandwich.

"I was too late to get a (full-sized) gnome," said Andy McMichael, a first-timer to the club, per The Augusta Chronicle. "But I think these hats will do." McMichael picked the beige cap with the retro logo.

Tina Peters grabbed several things on her shopping trip. "Is it bad that I want all of these?" Peters asked before selecting one of each keychain.

Peters then added a box of eight Clubhouse umbrella coasters to what she'd collected. The coasters made their first appearance in the 2026 lineup.

The shop opened its doors on April 4, two days before the start of the 2026 Masters. People arrived early to grab what they wanted before it sold out.

Some items disappeared fast. The full-sized gnome sold out fast.

The tournament runs through Sunday at the course in Augusta, Georgia, and shoppers can visit the golf shop all week to purchase commemorative things from the 2026 event.