Gnomes are everywhere at the Masters Tournament in Augusta, Georgia.
Augusta National/Getty Images
The Masters Tournament is being held in Augusta, Georgia, between April 6 and April 12.
Attendees are buying tons of merchandise, which includes branded golf gear, beach towels, and more.
Some of the hottest items this year include $88 quarter-zip sweatshirts and $50 garden gnomes.
One does not go to the Masters Tournament in Augusta, Georgia, and leave with a single hat or T-shirt.
If you speak with anyone who's attended the golf event, you'll quickly learn that spending hundreds or thousands of dollars on themed merchandise is, pun intended, par for the course.
Morgann Savage, a 21-year-old from Evans, Georgia, told Business Insider she was on-site around 5 a.m. and was one of the first 10 patrons to enter the Pro Shop when it opened on Sunday morning.
"After 15 minutes, it got very busy in the store," she said. "You could barely move with your bags, and everyone was bumping into each other."
There are branded towels, sweaters, golf gear, socks, and mugs, among other popular items. More exclusive pieces include $50 garden gnomes, which Savage said people were "rushing to buy," and $550 mahjong pieces.
Business Insider spoke with attendees who shopped for all of the above at this year's Masters Tournament, taking place between April 6 and April 12.
They said their hauls contain more than "just stuff." Instead, attendees left with memories and status symbols of exclusivity in their green Masters tote bags.
Augusta native Savanna Perry goes to a lot of golf tournaments. She likes to wear Masters merch to all of them.Savanna Perry holds and wears her merchandise from the Masters Tournament.
Savanna Perry
Savanna Perry, 36, first attended the Masters Tournament at age 2, so the event is nostalgic and meaningful to her. She missed out on buying a gnome this year, but found other gems.
How many items she bought: 33
What she spent: $2,661.51
Who she shopped for: herself, her children, her husband, and friends
"I'm getting a lot of DMs and requests to buy [merchandise for strangers on TikTok]," she said. "I get it. The merch is very sought after and rare."
Her favorite items: a $178 woven purse with the Masters logo, a $726.95 Masters-themed Mahjong set (the bag, game set, and mat were sold separately), and an $88 white quarter-zip sweater that says "Masters."
Why she shops: "In Augusta, you don't go anywhere without seeing people wearing Masters stuff all year round," she said.
"My husband and I also go to a lot of golf tournaments," she added. "We went to the Arnold Palmer last month, and we're going to the Heritage in a week. I like to have really quality stuff for tournaments, and the Masters stuff is so good."
Taylor Crocker Williams was in line at 5 a.m. to get her hands on a coveted garden gnome.
Taylor Crocker Williams
Taylor Crocker Williams, 30, worked at the Masters Tournament while studying at the University of South Carolina. Now, she's returned as an attendee after winning a ticket.
How many items she bought: 18
"You walk in and kind of black out," she told Business Insider. "Everything you thought goes out the window."
What she spent: $1,032.92
Who she shopped for: herself, her husband, and her two children
Her favorite items: a $50 garden gnome and the popular $88 white quarter-zip sweater
Why she shops: "[Shopping at the Masters Tournament] is such a rush," Crocker Williams said. "I love shopping regardless; it's one of my favorite hobbies. Then you add the layer of exclusivity to it, and it's insane."
"Hopefully one day, I can take the kids," she added. "Each year, I'm like, 'Oh, this might be the last year that I get to go.' There's no guarantee."
Rebekah Knowles has been to the Masters Tournament eight times and always shops for family and friends.The Masters Tournament merchandise purchased by Rebekah Knowles.
Rebekah Knowles
Rebekah Knowles, 25, and her fiancé receive tickets each year through Bank of America, where they're longtime clients. She said they always attend with "a written list" of merch to buy.
How many items she bought: 35
What she spent: $2,230.77
Who she shopped for: herself, her fiancé, family members, friends, and a friend's baby
Her favorite items: a $75 "twilly" scarf (to be worn in her hair or on her purse) and the $88 white quarter-zip sweater
Why she shops: "As locals, we wear these items all year round," the Augusta local said. "They are extremely sought after and of amazing quality."
She didn't start shopping until 2 p.m. this year, so there was no line to enter the store. Still, it was crowded inside.
"Everyone was running around and bumping shoulders, but the checkout lines were extremely fast," she said. "They have the process down to a science."
Sam Edelman bought 41 items on the first day of the Masters Tournament.
Sam Edelman
Sam Edelman, a 31-year-old from North Carolina, won tickets to this year's Masters Tournament through its lottery. It's her second time attending the event.
How many items she bought: 41
What she spent: $2,162.95
Who she shopped for: herself, her husband, friends, family members, and their son
"Some of our friends who have never attended didn't want clothing items; they felt it would be stolen valor," she said. "But they did want home items, like golf flags and tumblers."
Her favorite items: an $88 blue crewneck sweater embroidered with the Masters Tournament logo, and a $48 candle that smells like pine trees in Augusta
Why she shops: "The merch is exclusive, and [wearing it] feels like a badge of honor that you were able to attend," Edelman said. "Living in the South, whenever you see Masters apparel out and about, people always strike up a conversation about it."
Kelly Turner's haul includes gifts for her future bridesmaids — even though she's not engaged yet.
Liz Godfrey
Kelly Turner, 28, grew up in Augusta and regularly attended the Masters Tournament with her grandparents. She later spent six years working at the event.
"It's a tradition and something that feels like home," she said. "I know how rare it is to have the kind of access I've had, and I don't take that lightly. The Masters has been part of every stage of my life."
How many items she bought: 105
What she spent: $3,500
Who she shopped for: herself, family members, and friends
"I bought beach towels for my future bridesmaids, which I know sounds a little extra since I'm not engaged yet," she said. "But I'm hopeful. A lot of them have ties to Augusta, whether they married someone from there, lived there, or just love golf."
Her favorite items: four sets of$22 Masters-branded Del Campo socks and a $19 Masters Tervis cup, which reminds her of the one her mom would drink out of every day
Why she shops: "It's not just stuff," Turner said. "I've inherited a few pieces from my grandparents, and the quality is so good that they've lasted for years."
Liz Godfrey attended the Masters Tournament for the first time and left with 24 souvenirs.
Liz Godfrey
Liz Godfrey, 25, is a Florida native who received an invite to the tournament this year from her best friend, Kelly Turner. It marked her first time at the Masters.
How many items she bought: 24
"Walking into the Pro Shop felt like a dream," she said. "It was bustling with people, but somehow, they've made it so the environment doesn't feel rushed. The staff was exceptional, always helpful, attentive, and available to assist with anything."
What she spent: $1,037.26
Who she shopped for: herself, family members, and friends
Her favorite items: three $18 Masters Tournament coffee mugs and a $34 pink snapback hat that says "Azalea" (the signature flower of the Masters, and also the name of the tournament's popular cocktail)
Why she shops: "For me, purchasing multiple items was about capturing the experience," Godfrey said. "I wanted pieces I could use in my daily life that would also serve as reminders of my time at Augusta National."
Angie Looney wasn't able to snag the gnome she wanted, but she found more than two dozen other items.Angie Looney at the 2026 Masters Tournament.
Angie Looney
Angie Looney, 33, traveled from South Carolina to attend the Masters Tournament for the first time. She's dreamed of going since her teenage years.
How many items she bought: 28
What she spent: $1,700
Who she shopped for: herself, family members, and her boyfriend, who is an avid golfer
Her favorite items: a $29 Corksicle wine tumbler covered in a pink Azalea print, a $98.50 ANWA sweatshirt, and a $125 Peter Millar polo for her boyfriend
Why she shops: "I love the Masters and golf in general, and I attend a lot of golf events with my job," Looney said. "I really wanted some great items to wear to those events, and keepsakes to cherish from my time at this exclusive event."
Morgann Savage went to the Masters with the intention of shopping "a lot."The merchandise that Morgann Savage bought at the 2026 Masters Tournament.
Morgann Savage
Morgann Savage, 21, wasn't planning on attending the Masters Tournament this year. But when a family member could no longer attend, she received their ticket and had less than 12 hours to prepare.
How many items she bought: 91
What she spent: $4,458.81
Who she shopped for: herself, family members, and her dad's business
"My dad requested things for his business, Doc Savage Heating, as part of a giveaway," she said, adding that he also gives merchandise to people on business trips and donates other items to charity fundraisers.
Her favorite items: the $50 garden gnome, a $99 gnome-print sweatshirt, and the $178 woven purse
Why she shops: "The Masters Tournament is breathtaking and spectacular," Savage said. "The merchandise does not come close to anything I have bought before. I am also proud to be from Augusta, home of the Masters Tournament."