The outdoor customer of today is not necessarily the same customer retailers were selling to five or ten years ago.

Some customers are experienced hunters who know exactly what they want. Others are getting ready for their first fall in the field. Some spend every weekend outdoors, while others might only get out a handful of times a year.

And increasingly, they are all walking into the same store.

For Canadian outdoor retailers, understanding that shift can create a real competitive advantage.

The Outdoor Market Is Getting Broader

Outdoor recreation is no longer driven exclusively by the hardcore enthusiast.

The Outdoor Industry Association’s 2025 consumer research found that casual and active outdoor participants account for more than 90% of outdoor-market spending. At the same time, a growing number of consumers are participating less frequently while still spending on outdoor products.

For retailers, a broader customer base also means a broader range of questions at the counter.

The experienced hunter may walk into a store already knowing which call, optic or accessory they want. The newer or more casual customer may need more guidance. They may not know the difference between products, which features actually matter, or what makes one option a better fit for their needs. That creates an opportunity for retailers to turn product knowledge into something customers can see the value in.

Today's Customer Is Looking for Value — Not Just a Low Price

Canadian shoppers are becoming more deliberate about where they spend their money.

The Retail Council of Canada's 2026 Canadian Shopper Sentiment Study found that price remains the starting point, but shoppers are increasingly evaluating purchases based on overall value and moving between online and physical stores during the buying journey. The study found that 58% of purchases were completed in-store and 39% online, while 66% of shoppers used in-store browsing as part of their research process.

That means competing strictly on price isn't the only answer.

A retailer can create value through:

• Knowledgeable staff

• Useful product comparisons

• Quality products that solve a specific problem

• Honest recommendations

• Convenient availability

• Helpful content

• A better shopping experience

The question becomes less “How cheap can we sell this?” and more “Why should the customer buy this from us?”

Your Customer Is Probably Researching Before They Walk In

The traditional retail journey used to be relatively simple: customer sees product, walks into store, talks to salesperson and buys.

Today, the customer may have already watched a video, read reviews, compared specifications, checked prices and searched for nearby retailers before ever opening the door.

Google's Canadian retail research found that Canadian shoppers searched online ahead of 91% of in-store purchases.

That changes what “good retail marketing” looks like.

Your website isn't just an online storefront.

Your social media isn't just advertising.

Your product descriptions aren't just filler.

They are part of the sales conversation that happens before the customer ever reaches the counter.

Marketing Should Answer Questions — Not Just Promote Products

Outdoor retailers can make their marketing more useful by focusing less on simply announcing products and more on the questions customers have when they are deciding what to buy.

Customers may be trying to understand which hunting call is best for a particular situation, what type of optic makes sense for the terrain they hunt, or which small accessories are actually worth adding to their gear.

Content that answers those questions gives the customer useful information while naturally introducing the products that can help.

This approach also gives retailers more opportunities to create content around specific products, uses and problems instead of repeatedly posting new-arrival announcements.

The goal isn’t just to tell customers what you have. It’s to help them understand why they might need it.

Use Your Staff as Part of Your Marketing

Outdoor retailers have something large online marketplaces cannot easily replicate: people with experience.

That experience should become part of the store's marketing.

A staff member explaining why they prefer one product over another can become:

• A short social video

• A product comparison

• A buying guide

• A blog post

• An email

• A display card in-store

One knowledgeable employee can create weeks of useful content simply by answering the questions customers already ask.

This is particularly valuable as newer outdoor participants enter the market.

They may not know exactly what they need — but they know they want someone to help them make the right decision.

That same approach should carry into the physical store.

The modern customer doesn't necessarily want more choices.

They want better choices.

Consider organizing products around activities and problems rather than simply putting similar products beside each other.

For example:

Heading out for the hunt?

• Calls

• Optics

• Accessories

• Maintenance products

• Field essentials

Getting ready for the range?

• Optics

• Targets

• Accessories

• Cleaning and maintenance

• Storage

The goal isn't to put more products in front of the customer.

It's to make it easier for them to understand what they actually need.

Don't Ignore the Casual Customer

Statistics Canada data shows just how broad outdoor participation is in Canada. Earlier national data found that 22% of Canadians aged 15 and older participated in fishing, while 24% participated in tent camping and 32% in wildlife viewing or photography. More recent Statistics Canada data shows that 77% of Canadian households participated in outdoor activities close to home in 2023.

That is a massive potential customer base.

Not everyone needs premium equipment for every outing.

But almost everyone benefits from products that make their time outdoors easier, more comfortable or more successful.

Retailers who speak only to the expert may be leaving a significant portion of the market untouched.

The Opportunity for Canadian Outdoor Retailers

The modern outdoor customer is more informed, more selective and more comfortable researching before buying.

But that doesn't mean independent retailers are losing their advantage.

It means the advantage has changed.

Knowledge is valuable.

Convenience is valuable.

Good service is valuable.

Being able to recommend the right product is valuable.

And perhaps most importantly, customers still appreciate having somewhere they can walk in, ask a question and talk to someone who understands the outdoors.

The retailers who recognize this shift don't need to chase every trend.

They simply need to make it easier for today's customer to find the right product, understand its value and feel confident buying it.

The Bottom Line

The modern outdoor customer isn't necessarily looking for the most expensive product, the cheapest product or the biggest selection.

They're looking for the right product for what they're trying to do.

Retailers who can provide that answer — both online and in-store — have an opportunity to turn today's more informed shopper into tomorrow's loyal customer.

At NA Outdoor Supplies, we believe strong outdoor retail starts with giving retailers the products, information and flexibility they need to serve every kind of outdoor customer.

The outdoor market is changing. The opportunity is still there. It's about understanding who is walking through your door.