GRIPS CUSTOMERS & RESEARCH PARTNERS
Self-defense products and personal safety tools including pepper sprays, stun guns, personal alarms, and surveillance devices.
498K
393K
0.5-1.0%
$100-200
15+
Personal Safety and Defense's aggregate online sales across tracked retailers amounted to $6.9M in 2025, down 20-50% 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 12% from Nov to Apr.
BY REVENUE
Share of industry revenue split across devices.
Mobile
56%
Desktop
44%
BY RETAILER
Conversion rate versus average order value across the leading retailers in this industry. Each labelled point links to that retailer; position shows relative performance — the upper-right quadrant pairs higher order values with stronger conversion.
Identify the top traffic channels driving growth across Personal Safety and Defense retailers, and see how channel performance has shifted over time.
Evaluate Google search ad spend, ad clicks and cost-per-click across Personal Safety and Defense retailers, with performance tracked over time.
Other
Emergency Preparedness and Survival Supplies
70+ retailers tracked
Firearm Accessories and Enhancements
40+ retailers tracked
Concealed Carry Gear
40+ retailers tracked
Gun Storage Solutions
20+ retailers tracked
Security and Safety Solutions
15+ retailers tracked
Security and Lighting Solutions
10+ retailers tracked
Self-Defense and Personal Protection
10+ retailers tracked
