Listening to the call of the wild often means taking an exotic trip to faraway places. But for birdwatchers, adventure can be as close as the backyard or a local nature trail. Birding is fast becoming the favorite pastime for millions of Americans who seek solitude and recreation by communing with birds in gardens, sanctuaries, and natural habitats. While participants span all age groups, most birders are homeowners aged 35 or older who reside in suburban and rural areas.

However, due to the expansion of green spaces in urban areas and the focus on conservation, birdwatching is rising in popularity. The hobby has also become trendy with younger age groups.  You will find birdwatching groups promoted on social media, in outreach programs, and by wildlife organizations that attract diverse enthusiasts.  According to a report by the U.S. Fish and Wildlife Service, almost 57 million people aged 16 or older fed birds in 2016; that number increased during the COVID-19 pandemic. Today, over 60 million people feed birds to attract them to their yards.

• Birders contribute $40 annually to the U.S. economy
• 45 million people identify as birders
• Sales of bird feeders, seed, field guides, and binoculars dramatically increased from 2020 to 2022

Opportunity for Store Owners
Research indicates that birdwatching improves mental health and that people are willing to pay premium prices for products related to their hobby. Like most commodity products, the cost of bird seed has steadily increased. To compensate for price increases, many retailers typically adjust their inventory or buy lower-quality products to absorb the additional cost rather than increase prices. However, like other categories, there is a shift happening that doesn’t reflect the traditional buying habits of price-sensitive bird seed shoppers.

Several suppliers are addressing the growing demand for organic seeds that are pesticide-free and less prone to damaging the ecosystem. These companies have taken a leap of faith to enter what was once unknown territory and have been successful in bringing their products to market.  There is a significant number of consumers who are willing to pay higher prices for premium products to make life better for birds everywhere. In speaking with the Audubon Society, David Horn, a biologist at Millikin University and expert on birdseed products, says, “I definitely think there is a market for more premium seeds in terms of their nutritional value to birds, or whether that is in terms of being grown in an environmentally friendly manner.”

Sell Products Birders Typically Buy
Creating a niche that caters to birdwatchers can be a profitable opportunity that attracts a diverse and growing group of customers. Understanding the needs and values of birders will enable you to offer relevant products and create experiences that attract young people, families, and the community. Many birdwatchers build outdoor sanctuaries or have trees dotted with feeders and birdhouses. They need to purchase seeds and supplies to feed and take care of their feathered friends. The demand for bird seed usually peaks in fall and winter months when natural food sources are scarce. While sales are consistently strong in the Spring. Since seed is a consumable, it generates repeat purchases and promotes customer loyalty. Being strategic about product assortments, placement, and promotions can keep current customers engaged and bring new shoppers into your store.

Sell the Products Birders Buy
Birders tend to have other hobbies that align with their interests in observing birds. They may also be gardeners, hikers, joggers, photographers, artists, or yoga enthusiasts.  Yet, it’s essential to determine if selling bird products makes sense for your business and will address the needs of a wide range of customers. Rather than having a narrow focus on a few products, consider adjacent categories such as gardening, outdoor living, clothing, and impulse items that can seamlessly integrate with products for birders.

• Bird feeders of various price points for attracting backyard birds
• Bird houses for the most popular species (bluebirds, wrens, and chickadees)
• Mounting hardware, cleaning tools, and guards against predators
• Seeds (Black oil sunflower, Nyjer, Safflower, Millet, Suet cakes)
• Native Plants to provide natural food and shelter
• Birdbaths or small ponds to supply fresh water
• Shrubs, trees, and fruit-bearing plants
• Sun hats, binoculars, sunscreen

Ways to Attract Customers
It’s critical to let customers know when you start a niche business to avoid missing a sales opportunity. Start by hanging signage in your physical store and dedicating a section on your website to birding essentials. Make things interesting by offering information and tips related to products and different varieties of birds.

• Send an email to your best customers
• Dedicate a section on your store’s website to birding products
• Post in-store signage featuring popular and unusual birds
• Host an educational event
• Hold seasonal promotions in Winter, Spring, and Fall
• Host in-store demonstrations and workshops
• Partner with wildlife organizations to raise funds

Birdwatching is something everyone has done at one time or another. It is a pastime that continues to grow and evolve as backyard sanctuaries become more sophisticated and birders become more socially conscious about the need to nurture birds. Most retailers already sell birding essentials but need to make the category more robust by expanding the assortment with products not currently offered at big box stores. Whether they are observing birds in gardens, in wooded areas, or on nature trails, the birding community is highly engaged and passionate about their hobby. Independent retailers simply need to tap into that energy and provide the products to keep them equipped.