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3w ago

Masters Gnome Sells Out Daily as Resale Prices Soar and Future Remains Unclear

Speculation this could be the final year is stoking demand.

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People collect Masters garden gnome souvenirs during a practice round in the Masters golf tournament in Augusta, Georgia, on April 6.
A child is seen with a Masters garden gnome souvenir during a practice round in the Masters golf tournament in Augusta, Georgia, on April 6.
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Overview

  • The 13-inch souvenir at Augusta National is selling out within about an hour each morning, with estimates of roughly 1,000 released per day and a one-per-customer limit.
  • This year’s gnome features a working umbrella and was widely reported at $59.50, though some outlets cited $49.50 for the sticker price.
  • Resale activity jumped fast, with many 2026 listings between about $565 and $800, while earlier editions have drawn bids and dealer prices in the thousands.
  • Talk that production may end after 2026 has fueled the rush, and chairman Fred Ridley declined to confirm the gnome’s future when asked this week.
  • The craze highlights the pull of on-site-only souvenirs, with Front Office Sports projecting roughly $70 million in Masters merchandise sales for the week.