Family vacations – camping at home

On the Insights published by Shop! HQ sport industry expert Dirk Sorenson, executive director, industry snalyst, sports, at The NPD Groupmarket remembers his childhood camps in Colorado and Utah. He learned to start fires, set up tents, and sleep under the stars.

Multipurpose products are popular

The camp equipment is becoming multipurpose, it isn’t just about the multi-day family trip anymore, but a fundamental tool in keeping the family entertained, active, and focused on more than a video game or the latest TikTok snippet. Purchasing binge for camping items to invent more options for summertime backyard activities proved that those same purchases will end up supporting the family all summer lon to reinvent summer as traditional vacation plans have been cancelled.

Quality family time

Looking at NPD data, Dirk Sorenson realizes that this is typical outdoor equipment-buying behavior. Recreational tents showed strong sales in the last two weeks of April, with sales up 32% in the week ending May 2 compared to last year. Grills, a backyard staple, have consistently performed better week-over-week since the COVID-19 crisis changed our lives. Other camp basics are also beginning to sell better now than at comparable times last year, including camp tables, camp chairs, and lanterns. All of these items can be used both in the backyard and at the campground. The overall takeaway in looking at camping’s leaders and bleeders is that multipurpose products that can be used in both environments are experiencing growth, while those exclusive to hardcore camping or travel have yet to emerge from the crisis.

Camping has traditionally been an approachable family vacation. The key for brands and retailers will be to focus on this version of the outdoor experience — camping as fun, quality family time, whether it is at the campground or in the backyard — and evoking first timers looking to create memorable summer moments for their family.

Brands and retailers have an important role to play not only in encouraging outdoor activity, but also lending a helpful ear. They must embrace ways to go the extra mile to help new campers plan purchases and discover places to camp out, and create glamping moments in their customers’ backyards. Family is the fuel for the camping market this season. All of these basic steps should help to improve summer sales as consumers turn to new options to reinvent vacation this year.