The competition among spectators at the 90th Masters Tournament is just as fierce as the battles among the pros on the course. The battlefield: the shopping war for coveted Masters memorabilia. Masters merchandise holds special value because it can only be officially purchased on-site at Augusta National Golf Club in Georgia.
When the Seoul Economic Daily visited Augusta National on Sunday, the lines for the merchandise shop's "open-run" rush were growing longer by the day. The shop, open from the final day of the Augusta National Women's Amateur Championship on April 4 through the end of the main tournament on April 12, has been packed with customers eager to take home cherished souvenirs.
Among all Masters merchandise, the undisputed top seller is the "gnome," a grandfather-shaped figurine. Since its debut at the Masters shop in 2016, new versions with different outfits and accessories have been released nearly every year. The "2026 version gnome" features a spectator holding an umbrella and cup, with the umbrella actually opening—a detail that has excited gnome enthusiasts.
The on-site response has been intense. The figurine's popularity has driven daily open-run rushes to the merchandise shop. Some reports suggest daily sales are limited to 1,000 units.
