In a survey conducted by Finder, it was found that a staggering $11 billion was spent by Americans on survival items in just one year. The survey interviewed 2,179 individuals, of which one third admitted to engaging in doomsday prepping. This is a significant increase from the 20 percent reported in 2020. The average prepper spent $149 on supplies between April 2022 and April 2023, with the most common items being food, water, toilet paper, medical supplies, and survival kits.
The perception of a doomsday prepper has evolved since the COVID-19 pandemic, which led to essential supplies quickly disappearing from store shelves and an increase in natural disasters. Interestingly, 40 percent of Gen Z and 39 percent of millennials reported spending money on doomsday supplies. The influence of social media on emergency preparedness cannot be underestimated, as Alexjandria Edwards, a 28-year-old resident of New York City, mentioned her bug out bag after watching videos online.
The demand for prep packs has surged, with companies like Preppi and Judy experiencing increased sales and gaining mainstream popularity. Preppi, whose kits have been featured in Oprah’s favorite things list, offers basic kits starting at around $100, while Judy provides kits ranging from basic to ultra-advanced, worth thousands of dollars. These kits emphasize the importance of a military-grade 3-day supply of food and water, approved by survival experts and government agencies, with a shelf life of five years.
Both Preppi and Judy have reported significant sales growth. Preppi’s year-to-date sales have risen by 29% compared to 2022, while Judy saw a quadrupling of sales in June when wildfire smoke engulfed the Northeast. John Ramey, the founder of self-reliance training site The Prepared, noted the increasing diversity of his audience, stating that people are becoming more aware of the world’s problems and the vulnerability of our systems.
Recent events like the severe flooding in New York City, the deadly wildfires in Hawaii, and the earthquakes in California have further highlighted the need for preparedness. Flooding disrupted various services, including flights and subway systems, while the wildfires in Hawaii tragically claimed 96 lives and displaced thousands. Southern California experienced an earthquake swarm in April, with a 4.5 magnitude shake in the Salton Sea region.
As concerns about potential apocalyptic scenarios grow, it becomes clear that doomsday prepping is no longer a niche interest but a mainstream phenomenon. The increased demand for survival kits and supplies reflects a growing sense of awareness and the desire to be prepared for uncertain times.
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