BY Rachel Cagle
"In the U.S. sales of camping accessories and equipment have remained stable, up 0.2% for the 12 months ending March 2019 compared to the same timeframe year ago, according to The NPD Group. However, sales of camp accessories that bring the comforts of home to the great outdoors have steadily increased, accounting for most of the growth."
“'While consumers may be looking to get away and spend time off-the-grid, it appears they don’t necessarily want to go too far off-the-grid without some modern-day ‘necessities’ such as Wi-Fi, portable power, and their mobile devices,' said Matt Powell, vice president and senior industry advisor, Sports, The NPD Group."
"In fact, while sales of many of the traditional camping categories such as tents, sleeping pads, flashlights, and camp stoves have remained flat or experienced declines, dollar sales in the camp toiletries category (i.e. quick-drying personal towels, portable showers, and biodegradable soap) is up 50%; camp tables are up 20%; thermal insulated containers are up 25%; portable audio is up 20%; and portable power is up nearly 5% year-over-year."
“'What we’re seeing in the market is consumers who have already purchased the basic camping gear such as tents and sleeping bags don’t yet need to replace those products, so they’re enhancing their equipment to include items that will bring modern conveniences to their camping experiences,' stated Dirk Sorenson, director, Sports, The NPD Group. 'The critical items in the camping category tend to experience multiyear growth and decline cycles, so it’s expected that the replacement cycle will trigger growth for more traditional items in coming years.'”
This year, 55.5% of Campers want to make purchases that help them feel comfortable, according to AudienceSCAN. So, why not show them the small luxuries they could be taking with them on their next trip? Campers are receptive to TV commercials, direct mail, search and email ads. They're also 54% more likely than others to find advertising on their mobile apps useful.
AudienceSCAN data is available for your applications and dashboards through the SalesFuel API. In addition, AdMall contains industry profiles on camping/outdoors stores and sporting goods stores, as well as lead lists at the local level. Media companies, sales reps and agencies can access this data with a subscription to AdMall from SalesFuel.