May 3, 2011
-- Fear has skyrocketed as Americans have learned to deal with Y2K, 9/11, the anthrax scare, the shoe & underwear bombers, Katrina, the Japanese Tsunami, rising gas prices, the Gulf Oil spill and too many other fear generating events to list here. This sentiment ranges from dread to sheer panic and permeates all levels of society and has driven a growing survivalist movement that has positively influenced sales across a variety of businesses. Most survivalists simply stock up on extra batteries, food & water in an effort to “purchase peace of mind”, but some are more extreme with goals to live “off the grid” and to prepare themselves to survive the worst. Previously considered a radical fringe market, these survivalists have come out of their caves and onto main street America and businesses that recognize this have benefited from increased sales. One self-sufficiency equipment retailer in Ohio has recorded dramatic sales increases with sales of water-pumps, for example, up 95% since last fall .
Grand Rapids Industrial Products (a.k.a. “GRIP on”), a nationwide wholesale hardware distributor, has recognized this market trend to the benefit of their retail customers. “We haven’t had to change what we sell as much as our mind set about how things should be marketed” said Elias Amash, President of GRIP on. “I’ve been able to find products in several different categories that appeal to this market and create a substantial increase in our business because of it” he said. “Our retailers really deserve the credit because they first noticed an increase in customers looking for things like flashlights/
hurricane lamps, flares, working gloves, rain gear, camping grills, tools & axes, first aid kits, camping stoves, batteries, duct tape, binoculars, compasses, tire pumps and anything else someone might need to survive without power, water, electricity and access to utilities and other public services.”
This growing trend has been reinforced by the media’s coverage of the impending end of the Mayan calendar (which is December 21st, 2012, and is said to mark the end of the world) as well as talk about the Earth’s shifting poles, stories about comets headed our way and the writings of many religions including Christianity’
s Book of Revelation. As a result it doesn’t appear that the survival trend will be slowing down anytime soon. To take advantage of this “800 mile per hour tailwind” and increase your sales consider the products you sell or what items you could sell that would appeal to this target market and consider setting aside retail real estate for a point of purchase display that would target this group.
For more information on how to attract “survivalist”
sales for your business contact Elias Amash at firstname.lastname@example.org