The emergency preparedness industry is experiencing a surge in popularity as Americans increasingly turn to “prepping” amid feelings of uncertainty about the future. According to a recent Finder.com survey, approximately one-third of American adults are now investing in prepper supplies, collectively spending around $11 billion over a 12-month period.
Laura Adams, a senior analyst at Finder, notes that people are preparing for a wide range of scenarios, from natural disasters to global conflicts. The survey revealed that preppers tend to be concentrated in the Western United States and primarily focus on stockpiling essentials like food, water, and toilet paper.
Aton Edwards, founder of the International Preparedness Network, describes the recent interest in prepping as a “tsunami.” This surge is evident in the sales of emergency food supply kits, which are now widely available at major retailers such as Costco, Walmart, Home Depot, and Amazon. One particular kit on Amazon, labeled a “Best Seller,” has sold over 3,000 units in the past month alone.
The motivations behind prepping vary. Some individuals, particularly those on the political right, express concerns about potential catastrophic events like nuclear warfare or a third world war. Others believe a civil war is imminent or that there’s an existential threat to the American way of life. However, the prepping community is not monolithic in its political leanings or concerns.
Brekke Wagoner, who started the YouTube channel “Sustainable Prepping” in 2020, represents a different segment of the market. Wagoner, who considers herself a “liberal prepper,” began accumulating survival supplies after Donald Trump’s election in 2016. Her concerns were primarily focused on natural disasters, such as a potential major earthquake in California, and the possibility of a presidential administration withholding aid for political reasons.
Wagoner’s approach to prepping is more modest and home-based. She emphasizes stocking up on everyday supermarket items like granola bars and dried fruit, and maintains a light “go-bag” with essentials like a change of clothes, toiletries, flashlights, and a water filter. Her YouTube channel aims to provide a different perspective in the online prepper community, challenging the stereotype of preppers as gun-toting conservatives in bunkers.
The prepping industry has seen significant growth since the start of the COVID-19 pandemic. Eric Christianson, CEO of survival food company Nutrient Survival, reports “massive growth” since the company’s launch in July 2020. Christianson observes that sales often spike in response to major news events, such as the Russian invasion of Ukraine or high-profile political incidents.
Experts suggest that for many, prepping serves as a form of anxiety relief in uncertain times. Adams explains that buying extra supplies can make people feel safer and more in control. This sentiment is echoed by Wagoner, who notes that her YouTube channel sees increased engagement whenever external events remind people of the fragility of their security.
The rise in prepping reflects broader societal concerns about the economy, political stability, and environmental threats. As more Americans grapple with these uncertainties, the emergency preparedness industry is likely to continue its expansion, catering to a diverse range of consumers with varying motivations and approaches to preparedness.