The hunt for a 2026 Masters gnome: How it works and the even more exclusive new item

Sports Memorabilia and Collectibles A patron carries a 2026 Masters gnome, the hottest item at Augusta National this week. Andrew Redington/Getty Images Share full articleKelley McWhirter attended The Masters last year and brought home an unexpected permanent resident without first consulting his wife, Laura Buchtel McWhirter. The guest even brought a bag over his shoulder and carried in a peach ice cream sandwich, which could’ve easily ruined any rug in the New Orleans residence had it melted. But luckily for the 2025 Masters gnome, Laura found a prominent place in the McWhirter house where their new white-bearded friend wouldn’t make a mess. “It’s now in our china cabinet with our wedding china,” Laura said. “It comes out more than the china, though, because it came out for the rest of the tournament last year,” Kelley said. This year Laura joined Kelley for a trip to Augusta, Georgia with a primary mission: bring home another gnome. The 2026 Masters gnome seemed meant for Laura. She’s a former TV meteorologist and still posts weather updates on social media. This year’s figurine ditched the ice cream sandwich and picked up a workable umbrella instead. The union seemed meant to be… until it wasn’t. A post shared by The Masters (@themasters) This year’s gnome, priced at $59 — $10 more than it’s ever previously been sold for in a Masters merchandise tent — and selling on the secondary market for over $1,000 in some cases, only lasted about 15 minutes on the shelf during Tuesday’s practice round. And the McWhirters came up empty. “We got up early, and the parking lot, which was new this year, did not open ‘til 6 a.m.,” Kelley said. “And so we couldn’t park as early as we did last year. So we took back roads, we did have to get in line and then we probably were (there) five minutes before 6. We were probably in front of where we were last year at the gate. We went to the south gate, which strategically is the better gate because the north gate is by the clubhouse. It’s more popular. It’s a longer line. They kind of put you in a corral and the gate doesn’t open until 7 o’clock. They have a couple hundred (people per group). We were in group two, which is what we were in last year. “We got to the merch tent — you can’t run, you gotta walk — we got in line and it was an hour long wait to get into the store. And then you go, and you kind of hear rumblings in the line, people are walking out and they’re like, ‘There’s no more gnomes.’ And it was probably 7:15, 7:20. So you’re talking 15 or 20 minutes and their allotment for the day was sold out.” Dejected, Kelley and Laura settled for the less elusive and plainly dressed mini gnome. What makes the McWhirters’ failed mission potentially more tragic is the wide speculation that The Masters will discontinue selling gnomes after this year’s tournament. “The Masters might be one of the few places that would even do such a thing like this, if that becomes the case,” said Ryan Carey, founder and president of Golden Age Auctions, one of the most well-known golf memorabilia auction houses. “Isn’t that just the best business 101? You try to make more money, you try to sell more items? And here they have an item that is successful beyond anyone’s imagination, and the thought is that they are going to kill it and end the program. I can’t think of another business that is typically for-profit that would do that. “But again, if these gnomes have become too big and are getting in the way of the actual tournament, I can totally see them ending it.” How can a gnome become too big for the Masters? Augusta National unearthed this treasure when it began selling the themed figures in 2016. The tournament only allows one gnome per customer and only sells a limited supply each day the shop is open. It’s become part of the reason why Masters patrons line up before dawn every year to enter. Some simply want to keep their gnomes, like the McWhirters. “You just look at the guy. I think that’s kind of the cool thing,” Kelley said. But many like to profit off the gnomes’ wild popularity. In March, when The Masters formally announced the return of the viral gnome, eBay searches for the souvenir increased more than 350 percent globally compared to the month prior. The highest-value Masters gnome-related item sold on eBay since the start of 2026 was a complete set (gnomes from 2016 and 2018 through 2025) selling for more than $19,000. Carey balked at the growing popularity of Masters gnomes for many years and avoided taking in gnomes for consignment to sell at auction. Golden Age had only sold three gnomes in the history of the site. But in its Masters week auction, six are on sale with the highest price as of midday Thursday standing around $5,800 for the 2016 version. “I don’t want to say refused, but I have sort of refused to sell the gnomes for years,” Carey said. “I thought it was going to be a silly fad. And I was clearly wrong.” A Golf Digest story a couple of weeks ago brought panic to the Masters gnome universe, though, saying a “merchandising source put his certainty at ‘95 percent plus’ that this would be the last year of the gnome.” It’s become such a vital topic that Augusta National chairman Fred Ridley fielded this question at his annual press conference Wednesday: “Mr. Chairman, I apologize in advance if this question appears somewhat trivial, but from speaking to a number of patrons I can assure you it is a talking point. There’s a rumor circulating this could be the final year of the now iconic Masters gnome. Are you able to squash that rumor and allay fears?” Ridley’s response: “Well No. 1, the question is not trivial. No. 2, I’ve been asking that question for several years and they won’t tell me the answer, so I can’t help you.” To mark the 10th anniversary of the gnomes, a special box set of miniature gnomes representing each design to date is being sold for $1,500 in Berckmans Place, a premium hospitality venue behind the fifth fairway that has its own exclusive merchandise on offer. Only 2,500 were produced and each comes with a certificate of authenticity. On eBay they’re already selling for more than $3,500 each. The Masters is selling a "Gnome Set" for $1,500. It includes a mini gnome from each year they've been made since 2016. Only 2,500 sets were made available. (🎥 via mc_stud93/TT) pic.twitter.com/rgfaNwnpq5 — Front Office Sports (@FOS) April 9, 2026 The golf purist side of Carey and Kelley McWhirter sadly understand where tournament organizers may be coming from. “In my opinion, it does take away from the event, the course, the tournament,” McWhirter said. “It’s an add on. Not that that’s bad, but that may be why they’re getting rid of it. They should have some things in place where you don’t stand in line for merchandise for an hour to shop. 
People hauling stuff out. So with the gnomes, I don’t know that they like that.” What might haunt McWhirter the most, though, occurred on the walk back to his car Tuesday morning to drop off his mini gnomes and other merchandise. Talley Singer from Brevard, N.C. parked right next to the McWhirters and entered Augusta’s gates at the same time in the same group. She was depositing her full-sized, umbrella toting 2026 Masters gnome in her car. “When she got to the store, she was like, ‘Where are the gnomes?’ And this guy said, ‘They’re all gone,’ and he was holding two,” McWhirter said. “He said, ‘Here, you can have this one.’ 
And he hadn’t checked out yet. He was holding it, and maybe he was waiting to see somebody he knew, but you could only buy one at a time. So that’s how she got a gnome. “So it’s a lot of good fortune.” Singer added via text message to The Athletic: “It was such an unexpected and kind moment when a gentleman offered me one of the two gnomes he had. … The whole experience was truly what I call a ‘Masters miracle!’ I definitely received lots of questions about how I got one, what time I got in line at the gate (5:45 a.m.) and if I would sell it (Nope!).” const eBayApiUrl="https://api.theathletic.com"; The Athletic maintains full editorial independence in all our coverage. When you click or make purchases through our links, we may earn a commission. Spot the pattern. Connect the terms Find the hidden link between sports terms Larry Holder is a Senior Writer for The Athletic, focusing on the memorabilia and collectibles industry. He joined The Athletic in 2018 as a New Orleans columnist and shifted to covering the NFL in 2021. Holder chronicled the New Orleans Saints and the NFL for 19 seasons before his current role. Before joining The Athletic, he worked for the New Orleans Times-Picayune, CBSSports.com and the Biloxi (Miss.) Sun Herald. Follow Larry on Twitter @LarryHolder