Popup Camping Market Trends
Popup camping provides an exciting experience in the outdoors similar to tent camping with breathable fresh air and the adventure of setting up camp together. Market trends show how people might be losing sight of this shared experience and feeling of accomplishment together, among pressures toward a higher priced, more entertaining, more convenient, and a more vicarious experience of camping, along with smaller families that don't need room in a Popup for 6.
Market Trend Data
- Popup camper sales peaked in years around 1998 with sales of around 63,000 popups.
- In 2010 Sales were 15,000 popups (click link for source).
- Fleetwood/Coleman went from a peak of around 30,000 Popups sold per year and around 45% market share, to around 3,000 units sold per year when they went out of business in January 2011.
- RV shipments data shows a significant move away from Popup campers to larger Travel Trailers. According to Richard Curtin of the University of Michigan, "Folding camping trailers now account for 1 of every 25 RV shipments, down from 1-in-5 in the 1980s and 1990s." In 2011 Curtin stated that the number of households owning RVs is as follows:
- Travel Trailers: 4.8% of households
- Motorhomes: 2.1% of households
- Truck campers: 1.7% of households
- Folding camping trailers: 0.5% of households
- Total RVs: 8.5% of households own some form of an RV
Reasons Given for Market Trends
- Easy. More and more people want comfort, convenience, and are willing to live with more vicarious experiences rather than more of the real deal of camping, with a tent-like experience and shared family experiences around setting up camp together. Set-up and Pack-up time for a Popup can be 30-90 minutes and people seem to have sometimes lost the vision of doing this process as a shared family experience.
- Entertainment and Infotainment. Travel Trailers feel more like video gaming or going to a movie, sitting down in the seat, and taking in the entertainment, standing up from your seat and walking back to your car, sitting down and driving home. Just turn it on and hit play. Lot of sitting in front of screens. Larger RVs accommodate a lifestyle saturated with televisions, video games, computers, ipads, and other forms of entertainment.
- Small Families. People are having smaller families with dual incomes and more money for toys and conveniences, and less time for setting up a popup camper. Smaller families with less children can now fit into Travel Trailers. Popups can sleep a family of 6-7 with no problem, but Travel Trailers are often designed with less beds and more luxury and smaller families. In some cases one or two children are taken camping by grandparents rather than traditional two parent family structures.
- No Exercize. Popup camping feels more like healthy exercise, setting up camp, learning the joy of sharing the work together, learning patience, grace, and character from working together on something exciting and adventurous. Travel Trailers fit the cultural lifestyle more of those who mostly want to be entertained vicariously.
- Large Tow Vehicles. Like prior decades when trends moved from cars to Station Wagons, to Minivans, in the last decade, people have purchased more SUVs and Trucks, which have become popular for their roominess, ability to haul large items, powerful engines, and for some, as a status symbol. The trend toward SUVs and Trucks enabled towing of larger RVs for people who had already made the decision to purchase a large Tow Vehicle for other reasons.
- RV Dealer Profit. RV dealers make more profit margin on larger RVs than on small Popup Campers so they tend to attract and/or upsell customers to buy the biggest purchase and profit for which customers can get financing approved. This is the same in every market - autos, homes, etc. This upselling and marketing attract people to the benefits of larger units.
- High Debt. Personal Debt has increased significantly for Auto Loans, Home Equity Loans, Credit Card debt, and Mortgage Debt. See a graph of the trends in Personal Debt at this link. Auto Loans and Home Equity Loans increased beginning in 1999. Both of these types of loans can be used for RV purchases and Tow Vehicle purchases. Since the Great Recession people reduced personal debt slowly, as credit has no longer been available as easy as during the latest economic bubble.
- More Appliances. In recent years, new Popups come with added conveniences and appliances like electric sink pumps, refrigerators, heaters, hot water heaters, showers, toilets, etc, and increased in prices for new units from $6K up to $12 to 18K for high wall popups. For those buying new units, smaller Travel Trailers are similar in price to large popups, so people consider just buying a Travel Trailer that does not need to be popped up and popped down.
- Build Complexity. Popup Campers are actually more complex to design and manufacture than economy Travel Trailers because they have to transform into a small compact space when popped down. The structure of an economy Travel Trailer stays in one position at all times. The compact nature of Popup Campers make them very convenient to store in a garage, and they weigh less. Many specialty products designed for camping are more expensive than big and bulky products. People still buy Popups for their light weight, ability to be towed by a mini-van, and ability to store in a garage or smaller space.
- Empty Nesters. Baby Boomers are getting older and migrating to larger Tent Trailers and 5th Wheel RVs with less sleeping areas and more luxury for older retired people
- Lower Airfare. Sometimes people would rather travel by air, rent a car and a hotel to see a national park rather than "Get Their Kicks on Route 66".
- Economy. The whole RV industry went into a major slump after 2008. Recreational Vehicles are a luxury that people do without during slow economic times. The Great Recession has impacted most those most who would buy the lower priced RVs like Popups. When we slowly move out of the Recession, Popup sales may increase again, but since they don't provide all the entertainment and quick convenience as Travel Trailers, they may never be as popular as they were in the 1980's and 1990's.
- Personally, I keep hoping people will come to their senses and stop increasing debt, spending, and excessive purchases of large RVs and large expensive tow vehicles, and re-learn the excitement of setting up camp together.
Benefits of Popups
In spite of the trends away from Popup campers there are still benefits of popup camping that may become popular again some day including:
- Lighter weight
- Can be towed with the existing family Mini-Van or Crossover Vehicle, rather than upgrading to a significantly more expensive Tow Vehicle like an SUV or 4 door Truck (This is a huge factor for many who still want to minimize their personal debt.)
- Much better gas mileage to tow, due to less weight and smaller Tow Vehicle
- Compact and possible to store in the Garage, which saves money on storage, and is very convenient too
- Most Popups are generally less expensive and more affordable than most Travel Trailers (though the trend for Popups has been to make them bigger and more expensive than even some Travel Trailers)
Personal preference benefits *
*Not everyone shares these perceptions; only a certain percentage of the market has these perceptions, but to that share of the market these perceptions are held very strongly.
- Fresh Air is breathed all night long as you sleep, providing a great sleeping environment compared to the recycled air we normally breath indoors
- Has the feel of being like a tent, but off the cold and clammy ground
- Feels more like camping to some people who tent camped in the past
- Does not feel like a mobile home
- Not cold, clammy and wet, like you get in some tents after a big rain (depending on the quality of the tent).
Consolidating Ownership of Popup Manufacturing Companies
Three primary holding companies now owning most popup manufacturing companies in the US:
1. Columbia Northwest, which owns:
The new (in 2011) successor to Fleetwood / Coleman high quality designs and features
Marketed to a niche market of couples without children, desiring high quality popups
2. Jayco, which owns:
3. Forest River RV, owned by Investor CEO Warren Buffet's company Berkshire Hathaway, which owns:
Polomino - a low cost brand
Plus other RVs that are not Pop-up style RVs
How Broader Demographic Changes are changing the Popup Market
Demographic trends are probably moving customers to have more expensive toys, less children, more money for better tow vehicles and larger RVs like Travel Trailers, which can be towed by larger tow vehicles.
SUVs and Trucks have become popular, sometimes a status symbol, like the minivan and station wagon were popular in the past decades. Larger tow vehicles enable towing larger RVs than a Popup.
Changing demographics also explain why Toy Hauler popup's have recently become popular. More room is needed to haul Toy's than people.
These kinds of broad demographic trends impact the market demand for Popup Campers, and the availability of popup campers for those who prefer this type of camping.