The target audience for the majority of specialty store customers is, well, special. Tactical stores plan their products around public safety professionals. Outdoor stores reach out to the hunting/fishing/camping market. Those who frequent military or military surplus stores have their own wants and needs.
Unless you are in a restricted environment, you may also have family and friends of your customers as occasional traffic. They may be buying for someone in the target group, or they may actually be browsing around for themselves. Our store is located near a training center, so class graduation time always brings in family! You may also have some outright civilians, including kids and parents, who shop at your store.
Naturally, your objective is not to stock items for civilians. However, there are many items in your store that interest a wider audience than you planned.
As tactical wear has become more and more practical think tactical pants as opposed to wool sheriff trousers, members of the community at large have been attracted to the versatile apparel. Once upon a time, you could pick out an off-duty officer in a crowd by his or her tactical pants and polo. Today, you would be hard pressed to know an off-duty deputy from a guy who works at the bank.
Teenagers were among the first to adopt the tactical look. Of course, many schools require uniforms for day wear, but these are usually shed once the students get home. Who hasn’t seen a group of teens hanging out in their all-black tactical attire? Young folks are often the first to know a good style when they see it!
Much tactical wear appeals to those in other lines of work, where comfort-in-motion and lots of pockets are critical elements. You may find regular customers for such clothing in electrical, construction, plumbing, engineering and landscaping careers. Community members in many fields have learned that tactical clothing easily translates into their own workday wear.
Beyond practicality, though, is the comfort of tactical clothing. Such “wearability” draws customers in offices, classrooms, driver’s seats and even some medical offices! Recently, a teacher asked me if we still carry shirt stays. (Of course, we do!) He uses them to maintain a neat appearance at school.
Tactical boots can fill needs in a variety of professions. We find our civilian customers also very interested in moisture-wicking undergear, great socks, tactical gloves, rainwear, three-season jackets, flashlights, some grades of pepper spray, caps, boonie hats, shorts and balaclavas. All types of warm weather tactical gear can be an asset to any closet in any home.
Then there are those who legally carry firearms. They, too, need holsters in a variety of styles, as well as leather pouches. In fact, pouches, especially those in nylon, are handy for many uses outside of public safety and hunting. Tactical vests appeal to civilians, as well, with their plethora of pockets.
In more recent times, color variations within the tactical wear market have made this clothing even more enticing to the general population. Coyote and sand have added more options to the typical tactical palette of green, black and camo.
Many workers are particularly drawn to our store Hardlandgear and “pre-owned” clothing and boot section of the store. What plumber wouldn’t want a hardy pair of boots he can afford to change out every month or two? Many who spend time outdoors, whether for job, home care or recreation, are happy to have tactical wear for a reduced price.
