2. Millions Aspire to Camping and Adventure
According to the Outdoor Foundation’s 2016 Outdoor Recreation Participation Topline Report, million Americans, 6 years of age and older, participated in outdoor activities during 2015, compared to million during 2014.
Among youth, 6–24, camping was their third most popular outdoor activity, at 18.2% or 15.0 million, and hiking was fifth, at 13.1% or 10.8 million. For adults, 25+, camping was their fifth most popular outdoor activity, at 11.8% or 25.0 million.  
Camping was the #1 aspirational activity among non-participating youth, 6–12, at 16.5%; 13–17, at 14.3%; and 18–24, at 17.2%. Camping was #2 among adults, 25–34, at 16.7%, and #1 among adults, 35–44, at 15.7%, and adults, 45+, at 12.3%.

3. Communing with Nature
According to Kampgrounds of America’s (KOA) 2016 North American Camping Report, there were 28.6 million Americans who camped at least once during the year, compared to 27.4 million during 2014.
There was a net increase of 5% new campers in the US and 4% in Canada during Approximately 30% of campers said they were lifelong campers and approximately 60% had been occasional campers for many years or just started during the past few years.
Camping households that include children have increased significantly, from 35% for 2012 to 41% for 2014 and to 46% for 2015.

4. Rainbow Campers
An important finding from the KOA report is the increases in camping at state/national park campgrounds during 2015 of Latino Americans, 5%; African Americans, 7%; and Asian Americans/Pacific Islanders, 10%.
Among new campers during 2015, 18% were African Americans, and mostly Millennials; 11%, Latino Americans; and 11%, Asian Americans/Pacific Islanders.  
Same-sex households are campers at a much higher rate than of all US same-sex households, 5% and 1%, respectively. In addition, 38% of same-sex camping households include children compared to 19% of all same-sex US households.

5. Where to Stay and What To Do
During 2015, most campers (45%) spent 3 or fewer nights camping; most campers (45%) camped at state or national park campgrounds; and most campers (54%) were enjoying a weekend getaway or (51%) a family vacation.
For 2016, 58% of Millennials, 46% of Generation Xers and 35% of Baby Boomers said they would spend more nights camping. Those planning to camp less were 9%, 6% and 6%, respectively.
Tents were the primary camping accommodation during 2015, at 59%, and for those new to camping, 48%. Clean and well-maintained bathhouses/restrooms was what campers valued most at a campground, at 47%.

6. Wi-Fi in the Woods
Not surprising, 88% of campers brought a smartphone or cell phone with them when camping during More of them brought a GPS device (other than their cell phone), at 33%, than a laptop computer, 24%; tablet/e-reader, 32%; and fitness tracker, 12%.
The KOA report seems to suggest that more people looked forward to “disconnecting” while camping during 2015, compared to 2014, as just 13% said Wi-Fi service at the campgrounds greatly influenced where they chose to camp, compared to 20% for 2014.
Campers that were connected were most likely to check/send s, 41%; followed by find information about local attractions, 37%; browse the Internet for other reasons, 33%; and research their current or next destination, 29%.

7. Retailers’ Trials on the Trail
Vestis Retail Group, parent company of Eastern Mountain Sports and Sport Chalet, filed for bankruptcy protection during April All Sport Chalet stores will close as well as 8 Eastern Mountain Sports stores and 1 Bob’s Stores, the company’s clothing chain.
Despite these closures, The NPD Group reported that camping equipment sales increased 13% during Q because of the warmer winter. Camp hammocks, backpacking tents, tarps and other tent accessories all increased by double digits.
Big Rock Sports, a major North American outdoor sporting goods distributor, revealed in its 2016 State of the Outdoor Industry Report that 81% of outdoor retailers used social media to promote their store during 2015, a 13% increase from 2014.

8. Advertising Strategies
Because tents are the most-popular type of camping accommodation, “The Big Tent Event” would be an appropriate promotion for outdoor retailers. It would feature mostly “starter” tents, which could be offered as part of a first-campers’ bundle of gear at a special price.
With a larger percentage of campers planning to visit Canadian provincial parks or wilderness areas during 2016, advertise a “Canadian Adventures” promotions. Staff wears Mountie’s hats, a Canadian travel expert/writer is available for questions, special offers, etc.
With Millennials the largest group of outdoor consumers and that they are more likely to camp as a group, promote a succession of deeper discounts for all groups of Millennial shoppers, according to how many of them make separate purchases of a qualifying amount.

9. New Media Strategies
It is clear Millennials expect outdoors retailers to be involved in the community. A store could use its social media pages to promote the “adoption” of a local kids camp that needs volunteers to repair and refurbish the camp and/or donations for improvements.  
With so many people interested in camping, stores could use their social media platforms to connect aspirational campers with current campers/longtime store customers. Current campers could invite new campers to join them, help them with gear selection, etc.
Stores can generate more traffic and purchases from campers of the different ethnic groups by inviting current customers (of the same ethnicity) to serve as camping ambassadors. They post photos, videos and stories to drive interest and store visits.