Camping as a recreational activity is growing at an astounding rate. KOA’s 2019 North American Camping Report found that camping experienced "aggressive" growth from 2014 through 2017 in terms of the sheer number of new camper households, with younger and more diverse campers leading the surge. "Since last year," the report concludes, "about one million new camper households were added to those who consider themselves annual campers, making it an estimated 7 million new camper households in the U.S."
This piece of information means one million new customers. All these campers need the right gear to fully enjoy the outdoors, and outdoor stores are experiencing a corresponding surge of growth. Industry analysts, such as Mordor Intelligence, project that the global camping equipment market will grow at the rate of 4.8% from 2018 to 2023, driven by factors that include rising participation in outdoor recreational activities, changing lifestyles, early retirement, as well as, the growing tribe millennials taking to the roads as digital nomads.
Martina Biddulph, Senior Buyer for sporting goods for Walmart, says, “We’ve seen an increase in family camping/activities as a result of recent trends of people planning spur of the moment trips.” In addition to tailoring its assortment of merchandise to customers’ needs, Walmart is investing in improving the quality within its private brand, Ozark Trail.
Another factor driving camping equipment sales, according to Mordor Intelligence, are the many new and innovative products being developed that incorporate advanced technologies, a trend that encourages consumers to replace old camping equipment with new. Biddulph says Walmart is seeing an increase in demand for things like solar lighting, rechargeable products and sustainable fabrics. “All of our private label packaging is now PVC free,” she says. “We are also launching backpacks made with Repreve, a fabric made from recycled materials.”
The internet has revolutionized the way we shop and the camping equipment market is no exception. Eoin Comerford is CEO of Moosejaw, a mostly online outdoor equipment store that was acquired by Walmart three years ago. Today, in addition to running Moosejaw, Comerford is GM of Walmart’s Outdoor eCommerce division for the U.S.
“Walmart saw the opportunity to grow in the outdoor space, especially in the online marketplace,” he says. “Moosejaw is largely an enthusiast site, carrying equipment for backpacking and rock climbing. We equip people who climb Everest, including the chairman of Walmart’s Board last year. We are almost entirely online, with just a single brick and mortar store in Detroit.
Eoin Comerford at Moosejaw retail store location grand opening in Detroit, Michigan. [Photo Courtesy/Moosejaw]
“Walmart is more focused on family camping,” Comerford continues. “Its Ozark Trail signature brand would be in the top 10 nationally if it was stand-alone. They sell more tents than any other retailer, and are expanding into other recreational areas such as trail running, yoga, and cycling.
“The company’s focus is on inclusivity, getting more people outdoors, making camping available to more people. Walmart is looking to be a destination for outdoors equipment. It wants to run the gamut - everything from $20 camp chairs to 20-person tents. In addition to tents, Walmart’s biggest sellers are backpacks and sleeping bags - the core camping items you need to get outdoors.”
Sustainability is another big buzzword in the outdoor gear industry, as backed by Comerford. “We’re seeing an element of sustainability across all our brands. It’s really in our self-interest to preserve the outdoors so people can continue to use it. Walmart has been working on sustainability for over ten years. Its Acres for America program has protected over 1.4 million acres of land from development and Project Gigaton has the goal of removing one billion metric tons of greenhouse gases from Walmart’s supply chain by 2030.”
Comerford says the lines between in-store and on-line sales are blurring, with one of the biggest game changers being the surge in buy online, pick up in store sales. “It’s really perfect for an RVer,” he says. “You can find a new cooler or whatever online, buy it and pick it up at a Walmart store along your route, even spend the night.”
The latest information from Walmart reveals that online sales, including outdoor equipment, grew 37 percent last year, according to Comerford.
The boom in camping equipment sales hasn’t impacted all the industry players, however. Marcus Lemonis, Camping World CEO, announced in September of last year that the company is turning away from stores that sell outdoor lifestyle products in favor of stores that sell and/or service RVs, and will be closing, repurposing or selling some two to three dozen retail locations.
Innovative retailer REI Co-op took the opposite route, expanding its brick-and-mortar locations across the country by eight in 2019, including four stores that opened on the same day in November. This year and 2021 will see more of the same, with eight additional stores, as well as boathouses, set to open from Florida to Montana.
REI has a robust presence online as well, and recently implemented the popular buy online and pick-up in-store option through REI.com. In 2017, the website made it possible to search for product sustainability attributes online, and in 2018 REI’s Product Sustainability Standards launched, ensuring that every product the company sells meets a minimum set of expectations.
In 2018, REI made a record $2.78 billion, grew 6 percent and added more than 1 million new members, bringing the co-op’s total membership to more than 18 million. Over the last five years, REI has seen more than 25 percent growth in revenue – much of it from its 150+ brick and mortar retail locations - and a 27 percent growth in membership.
Anyone can shop at REI, but members, who pay $20 for a lifetime membership, share in the company’s profits through an annual dividend. In 2018, REI members shared $204 million. Some $8.4 million in profits went to 431 non-profits that maintain more than 5,000 outdoor places and more than 86,000 miles of trails.
“Our business has never been just about selling stuff. Our bigger goal is to share our love of the outdoors and, in doing so, awaken that love in others,” Tim Spangler, REI senior vice president of retail, said in a release. “By continuing to grow in new communities and new regions of the country, we look forward to welcoming more people to the co-op and connecting them to the activities they love.”
REI appointed Eric Artz as its 8th president and CEO in May, 2019. Artz is vice chairman of the board of the Outdoor Industry Association and also sits on the board of the Mountains to Sound Greenway Trust in Washington State.
“We have a strong foundation, but we must do more. As a community, we must confront the serious problems facing society,” he said. “Our purpose at REI—our reason for being—is to awaken a lifelong love for the outdoors, for all. Because if we can’t help people to be connected with nature, how can we expect them to care for the long-term health of the planet?”