Guard Dog Security is a new brand name for flea and swap meet markets, but parent company Skyline USA Inc. has 20 years of retailing experience. And Skyline director Yasir Sheikh says that pepper spray is one of his hottest sellers: “Our best selling items by far are the ones that we specialize in — stun guns and pepper sprays.”
He not only knows that pepper sprays are great sellers, but he has put a lot of thought into the reasons they sell so well. “These products have a really high consumer perceived value,” he says. “Many people buy the product for someone else. When a person is spending money for someone else — anywhere from $10 to $50 — on a product that has a high perceived value and gives the perception of security, it tends to be a priceless present.” For shoppers, “someone spending $10 to $50 on a personal security item is the ultimate gift of love and sincerity and tends to be very affordable for the buyer.”
Speaking of affordable, Sheikh says that very low prices are another reason for the popularity of pepper sprays. “On the retail end of it, we assemble all our pepper sprays in house, so we’re able to maintain a very low cost.” But how do Guard Dog Security pepper spray products sell at flea markets and swap meets? “They sell really well. Customers have an impulse reaction to the pricing,” says Sheikh.
“Our half-ounce pepper sprays, which come in five different colors, are all keychain-accessible, so you can put them on a keychain,” he says. “With wholesale pricing, right now we are running a special at $1.79 each. The margins are really good, and they’re buying in bulk quantities. That’s proof that it is selling at a good rate.”
As for the profit involved, he says, “Our rule of thumb is just the keystone margin. For the most part, for example, on our pepper sprays, a lot of our consumers do more than that. In some price-conscious markets, some people choose to do a little less. For the most part it is either double the actual price they pay, or a little more.”
Skyline has a deep commitment to the community as well. Last year there was a tragic shooting in Orlando, Fla., very close to the company headquarters. As a contribution to the community in recovery, the company handed out about 700 free pepper spray products. “We wanted to help build back the sense of security that was lost after the shooting incident,” he explains. “We are always trying to help out our community in different ways.”
Sheikh has some advice for vendors who are considering an initial order. “We encourage a first-time flea market vendor to start with a little bit of variation in each and every type of product,” he says. The minimum order is $100. Currently the company offers discounts on shipping, designed for the holiday season.
For more information, visit the Guard Dog Security site, call (888) 800-8440, or e-mail info@guarddog-security.com.