In 1977 and in the following years, countless young people danced in discos to the tune of “Stayin’ Alive.” That was a long time ago, but in a sense that title is even more relevant today. The proof: Numerous people believe the sky is about to fall down, and they’re making elaborate plans to stay alive if the unthinkable happens.
Fear of the worst is not a new phenomenon. When Lehman Bros. and Bear Stearns folded at the start of the Great Recession in 2008, many people were sure the banking system would collapse. Back in 2000, the problem was Y2K and people worried that everything connected to a computer would stop working. During the Gulf War, people fretted that Saddam Hussein would create havoc by unleashing missiles loaded with poison gas and chemicals. There have been many other crises in the years before and since.
Baruch Hashem, the world is still in one piece. Most of us take comfort in that, but not the preppers. Are they on to something or worrying needlessly?
Catching On
Prepping has been around for a long time but there have been some important changes over the years. One of these is that it has expanded from an idea on the fringes of society to one that’s become both popular and mainstream.
A July 2024 New York Times analysis of government data showed that about 7% of all U.S. households – almost 20 million Americans – identified themselves as “preppers.” This is not only a sizable number but twice what it was in 2017. A Finder survey cited by Forbes noted that “roughly one third of the U.S. adult population now identifies as preppers and spends some $11 billion annually to hedge.”
A separate study also found that the idea of prepping is gaining traction with the public. This one, a National Household Survey on Disaster Preparedness conducted last year, found that 57 percent of respondents had taken three or more steps to prepare for a disaster. The survey also found that prepping is not limited to niches in society but that support for it is widespread. In fact, while it has adherents among well to do individuals and those leaning to the political right, there are also minorities and people left-of-center politically who see merit in it.
It’s Your Choice
It’s become a lot easier to be a prepper these days than it used to be, as they no longer have to limit their choices of food to water and tuna fish and a few other essentials. Now they can choose from a surprisingly large variety of items that include canned fruits and vegetables, meats, fish, and soups that can last several years without refrigeration. So can other items they’re stocking up on, like beans, flour, oats, powdered milk, various nuts, and other foods that also have a very long shelf life. These will enable people to survive all kinds of man-made and natural disasters and enjoy a wide variety of foods and drinks until the crisis is over.
What are people so afraid of? The answer is practically everything. In fact, the list is virtually endless, and it includes fear of the grid going down, civil war, nuclear war, drought, famine, a new pandemic, and everything in between. These have certainly caused their share of hand-wringing over the years and they still do. What’s changed is that now a growing number of people apparently believe that local, state, and even the federal government will not be able to help for financial, technical, or other reasons.
The idea that careful planning and preparation will make it possible to live through almost any calamity has struck a chord with many people. And that explains why prepping has become not only a way to survive but also a big and rapidly growing business. Newsweek reports that “doomsday prepping” has become a $2.46 billion industry. And with so many more people steadily jumping aboard the bandwagon, this number is sure to go even higher.
Self Sufficient
A study by the Federal Emergency Management Agency (FEMA) found that approximately 20 million Americans can survive a full month of self-reliance – a surprisingly high number.
For some preppers, that’s the equivalent of winning the “prepping lottery.” But for others, given the numerous dangers and threats that have become part of our daily lives, even a month is just a very temporary solution. In fact, many prepping websites are urging their readers to stock up on basics for a minimum of three months! Apparently, many preppers already have or are in the process of building emergency supplies that could last for years!
It’s amazing to what extent prepping has caught on, and to get an idea, just look at the growing number of stores and companies that cater to this. Preppers include people who shop not only at specialized stores but also at mainstream stores, and among them is Costco, which is probably as mainstream as stores come.
Costco is well known for selling oversized bundles and multi-packs of all sorts of foods and drinks and now, with prepping growing in popularity, it is selling bulk and oversized quantities on steroids.
According to The Economic Collapse Blog, one of the latest items to appear on Costco’s shelves is The Readywise 150 Service Emergency Food Bucket. “For $100 it is now possible to purchase 80 dinners, 30 breakfasts, and 40 energy drinks with a shelf life of 25 years.” That probably would reassure even the most worried customer.
The product description that accompanies The Readywise says it all: “In a world where unpredictability has become a constant, our assortment takes on a vital role in emergency preparedness. Imagine the sudden onset of severe weather, the challenges of unexpected job transitions, or the unsetting thought of food shortages.” The idea is that The Readywise can help consumers live through these challenges.
Incidentally, although Costco is not a precious metals firm, shoppers can also purchase gold and silver bars and coins and, reportedly, is doing a brisk business selling these. In fact, supplies of these often sell out soon after they hit the shelves and are popular with consumers who want to preserve the value of their assets and/or who are worried about the soundness of the financial system.
When the chips are down, we may be called upon to help others or be in need of help ourselves, so it’s worth keeping in mind the famous line by English poet John Donne: “No man is an island...” Prepping may be the answer.
Sources: bloomberg.com; foodbunker.co.uk; forbes.com; kctv5.com; theeconomiccollapse.blog
Gerald Harris is a financial and feature writer. Gerald can be reached at This email address is being protected from spambots. You need JavaScript enabled to view it.
