AUGUSTA, Ga. (AP) — John James arrived at Augusta National an hour before the gates opened to patrons for the 90th Masters — all for the purpose of securing a 13 1/2-inch tall gnome.
“Had to have one,” said James, who was attending the Masters from Wyckoff, New Jersey. “It's a novelty.”
This is the 10th and perhaps final year Augusta National will sell the limited edition gnome, which features the traditional old man with a white beard in colorful golf attire. Each year's gnome is different, with the 2026 edition featuring the character dressed in khaki pants with a white-and-green striped polo shirt and blue vest holding an umbrella in one hand and a Masters-themed cup in the other.
The gnomes have become wildly popular — and increasingly valuable — over the last decade.
With only about 1,000 available each day, the gnomes regularly sell out within an hour each morning at the merchandise shop before being restocked the following day. This year's gnome sells for $59.50 plus tax and is only available at Augusta National.
It has become a big money-maker for some patrons on the resale market.
The bidding for one gnome on eBay reached $620 on Friday with two days still remaining in the auction. Another can be purchased directly for $670 plus delivery cost, but there are dozens of others listed for similar prices.
On Facebook Marketplace, some gnomes are being sold for $800.
Fueling the price is speculation this may be the final year that the gnome will be produced.
Masters chairman Fred Ridley was asked earlier in the week if this will be the final edition. He responded by saying, “I’ve been asking that question for several years, and they won’t tell me the answer. So I can’t help you.”
When asked if he'd consider selling his gnome, James laughed and said, “Maybe.”
“I mean, I just spent more than $1,000 in the gift shop, so from what I've heard the gnome might pay for all of it,” James said. “I'll have to think about it, but it's definitely an option.”
John Van Pay, who came from San Antonio, got caught up in the gnome hysteria after talking with a friend associated with the LIV tour the night before attending the Masters. He convinced his son, Bryce, to wake up early and get to the course, and limited to one per person, they each walked out of the merchandise shop with a gnome.
“Yeah, we kept hearing about this gnome, and the rumor is it's going to be the last year they produce them,” Van Pay said. “So next thing you know, we are waiting in line at 7 a.m. to buy this gnome at the shop.”
Van Pay said he plans to keep his gnome as a souvenir of his trip to the Masters, calling it “a great piece of memorabilia” and something that “is going to look great on the shelf.” The younger Van Pay is a little more torn; he's an avid memorabilia collector, mostly dealing with Funko Pop.
Bryce Van Pay recounted how he recently had a $10 trading card that exploded on the market and reached $300 in value following the release of the most recent Marvel movie, only to watch it's worth slip to $100 a few months later. Van Pay lamented not selling it when it was at its most valuable.
“The Masters gnome is a hot seller and I'm not sure if it's going to go up and down (in value),” the younger Van Pay said. “There is a lot in circulation right now (on eBay and other platforms)."
He said given the possibility this is the last gnome produced, the wiser financial decision might be to hold onto it for a while.
With that, his father jumped in and said: “Well, he's my only son, so he can sell his now and make money and have mine when I hand it down to him.”
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