By Diane Crosby

Whether your store is primarily geared for military, outdoors or public safety, it is likely that items related to self-defense are somewhere on the shelves. Much of your shelf space is dedicated to the category of offense, to use a sports analogy. Hunters are on the prowl for game. Military efforts advance toward a goal. Law enforcement officers seek out those in violation of the law. Firefighters battle blazes head on. Still, our customers must protect themselves to do their jobs or pursue their recreational activities. That is where self-defense comes in.
We often think of self-defense as assistance for those who are not professionals in public safety, military or outdoors. Self-defense, and the products you may sell, are essential for everyone. Your customers put their own well-being on the line by the nature of their jobs. Those who recreate outdoors may encounter all types of dangers, be they canine, ursine, serpentine, or other natural phenomena. If you can provide products to make these pursuits safer, it will benefit your customers as well as your bottom line.

Some self-defense products simply protect, such as high-visibility vests. Others are aggressive, like pepper spray. Those who already sell guns are fully aware of the responsibilities associated with selling items that can inflict harm upon others. There are risks involved with the sale of items such as pepper spray, knives, batons, tasers and even bullet-proof vests. If any of these are used in a crime, you may be legally protected in some states, but questions will likely come your way.

Guns sales, of course, require background checks and licensing. Selling tasers and certain knives, such as automatics, may or may not require paperwork, depending on where you do business. Even laws governing the sale of pepper spray vary from state to state. That is why it is important to know your customers and be as certain as you can be that your products will be used correctly and not for nefarious purposes. Store owners and their employees must be diligently aware of the laws in their states concerning concealed carry items and weapons.

Even if you do not sell guns, there are worlds of associated products that may appeal to your market. Non-gun stores can stock holsters, cases, gun cleaning supplies, mag pouches, shooting safety glasses, straps, concealed carry bags and purses, and perhaps ammo. Know which size guns your customers use so that you can stock the appropriate accessories.

Some vendors will be happy to come to your store and teach classes on how to use their products or give demonstrations. Ask your rep! It is wise for your staff to understand the uses of self-defense products, as well. Advertised properly, such classes can bring potential customers to your location. Make sure you have plenty of the demonstrated products on hand for on-the-spot sales.

Our local training center teaches law enforcement cadets how to use pepper spray, the lesson including being on the business end of the spray. We know these students the minute they walk in the door with red, weepy eyes. Remember, if you sell pepper spray, you should also sell the wipes that help recover from being sprayed!

Defense against an uncertain future of the world is often on the mind of customers. If your customers are of a like mindset, you can create a space in your store to highlight the products associated with survival. Gas masks, food supplies, storage bins, cots, etc. may not seem like self-defense in a day-to-day environment, but they are certainly a defense for unknown events.

To think even further outside of the box, consider using a part of your store for classes in self-defense or martial arts. Whether these are ongoing or simply one-day workshops for a group such as school teachers, you can profit by selling the items associated with the training. The importance of self-defense classes cannot be overstated as civilians regularly encounter conflict. You may be doing quite a service hosting such an event! Also, members of the public do not always feel comfortable entering specialty stores. Once they have seen what you offer, they may return to purchase from the items that are available for general sale.

While outdoor and recreation stores may regularly stock shelves with hobbyist gear, such as paintball or camping equipment, a public safety or military store can punch up sales with such items. The battle of paintball may all be in fun, but no one wants to lose an eye. Camping and hiking are great until one encounters an irritable bear. Hobbies may have some level of danger associated with them, so providing customers with any self-defense items they need is a win-win.

A few self-defense items, such as brass knuckles, throwing stars, slappers and Billy clubs may seem on the margin of normal for your store. They do have appeal to certain clients, but if it makes you uncomfortable to stock any item, ask yourself if you want to put it into the hands of your customers. Just because selling an item is legal doesn’t mean you must do so.

In close step with self-defense are products we may typically think of as survival or safety. Examples include alert whistles, window punches, paracord, personal alarms, survival kits, goggles, safety glasses, high visibility vests and raincoats, puncture and slice-proof gloves, hearing protection and holders for such items. A few self-defense items come in combinations, such as pepper spray with an alarm.

Protecting oneself on the job or in the wild is essential so that your customer can return home unscathed and live to work or play another day. The Scouts had it right: Be prepared. Help your clientele to do so by being prepared with the products they need. Self-defense can mean protection on the job or in day-to-day life from other human beings, dogs and wildlife or disasters. Let your store be a place customers think of when they think of self-defense.