GRIPS CUSTOMERS & RESEARCH PARTNERS
Security & Self-Defense on Grips — e-commerce revenue performance across 9 tracked industries and 200+ retailers: monthly revenue trends, annual growth, and conversion benchmarks.
411M
41M
3.0-3.5%
$200-300
200+
Security & Self-Defense's aggregate online sales across tracked retailers amounted to $4.91B in 2025, down 5-10% from the previous year. For 2026, revenue is expected to decline by 0-5%. The trend is expected to moderate.
OVER TIME
Across tracked retailers in this industry, indexed revenue declined by 3% from Nov to Apr.
Identify the top traffic channels driving growth across Security & Self-Defense retailers, and see how channel performance has shifted over time.
Evaluate Google search ad spend, ad clicks and cost-per-click across Security & Self-Defense retailers, with performance tracked over time.
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Emergency Preparedness and Survival Supplies
70+ retailers tracked
Concealed Carry Gear
40+ retailers tracked
Firearm Accessories and Enhancements
40+ retailers tracked
Gun Storage Solutions
20+ retailers tracked
Security and Safety Solutions
15+ retailers tracked
Personal Safety and Defense
15+ retailers tracked
Security and Lighting Solutions
10+ retailers tracked
Self-Defense and Personal Protection
10+ retailers tracked
Non-Lethal Personal Defense
10+ retailers tracked
