GRIPS CUSTOMERS & RESEARCH PARTNERS
Personal protection equipment and self-defense devices including body armor, pepper spray, stun guns, and non-lethal weapons designed for personal safety.
3.13M
1.44M
0.5-1.0%
$200-300
10+
Self-Defense and Personal Protection's aggregate online sales across tracked retailers amounted to $65M in 2025, up 10-20% from the previous year. For 2026, revenue is expected to decline by 20-50%. This would mark a reversal from last year's growth.
OVER TIME
Across tracked retailers in this industry, indexed revenue declined by 32% from Nov to Apr.
BY REVENUE
Share of industry revenue split across devices.
Desktop
54%
Mobile
46%
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 Self-Defense and Personal Protection retailers, and see how channel performance has shifted over time.
Evaluate Google search ad spend, ad clicks and cost-per-click across Self-Defense and Personal Protection retailers, with performance tracked over time.
Other
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70+ retailers tracked
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40+ retailers tracked
Concealed Carry Gear
40+ retailers tracked
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20+ retailers tracked
Security and Safety Solutions
15+ retailers tracked
Personal Safety and Defense
15+ retailers tracked
Security and Lighting Solutions
10+ retailers tracked
