In an industry where the focus tends to be on firearms and related accessories, it can be easy to overlook the need for secondary defensive measures. However, products like pepper spray are fantastic less-than-lethal tools that can serve multiple uses for the end user. Pepper spray is a tool that shouldn’t be forgotten and can be great for counter displays and sales add-ons. Here’s what you need to know to better market and explain pepper spray and all its derivatives to your customers and why you should stock it.

What is pepper spray, really? While it might seem like an obvious answer, there’s more to pepper spray than simply being an irritating spray. All pepper sprays aren’t created equal, and the best way to know which brands to stock in your business is by gaining a basic understanding of quality.

Pepper spray is generally made from oleoresin capsaicin (OC), an oil that’s made using chili peppers. True OC comes from pepper plants that are part of the Capsicum genus. This is all important because there have been manufacturers that use entirely different products in their pepper-spray-labeled sprays. For example, chemicals such as chloroacetophenone and phenacyl chloride might be used by companies that aren’t utilizing organic, pepper-derived OC. The answer to which is ideal is simple: It’s the oleoresin capsaicin. But even then, you need to know what OC is best.

How do you know how strong pepper spray is? Many manufacturers label their pepper sprays by OC percentage in ranges spanning from 5% to 20%. This marketing method might give you the impression you’d be smart to stock higher-percentage OC, but that isn’t always true. The strength of pepper spray isn’t controlled by the percentage of OC oils used, and it’s also not determined by the Scoville Heat Units (SHU) of the specific peppers the oil is derived from. Strength depends on the major capsaicinoids (MC) rating. Generally, an MC rating of 1% to 2% will be sufficient for self-defense use. Some manufacturers list their MC rating on the packaging, but others don’t — if the MC rating is there, it’s a good sign the spray is a quality product.

POM pepper spray lists their POMClear Formula MC rating as 1.40%. Another popular brand, SABRE, lists their SABRE Red spray as having an MC rating of 1.33%. When you’re suggesting pepper spray to a customer, it’s ideal if the MC rating is higher than 1%. There are quite a few brands with a significantly lower MC rating, and their efficacy directly correlates to that rating.

Is there a difference between pepper spray and pepper gel? Yes, there are noteworthy differences between the various types of defensive sprays. The three common types are pepper spray, pepper gel and pepper foam. Each product offers pros and cons, and knowing what they are can help you direct your customer to the best product for their needs. Here’s what you need to know:

• Pepper spray is the fasting-acting defensive spray delivery method.
• Pepper gel and pepper foam must stay in contact with the attacker’s mucus membranes for greater lengths of time before fully activating.
• Sprays are an aerosol, meaning they’re affected by the wind more than other types.
• Gels and foams can be scooped off the attacker’s skin and flung onto the victim.

This doesn’t mean pepper gels and foams can’t be effective, only that customers should be educated in how they work. Offering a pepper spray use class is a great way to bring in business, sell larger quantities of pepper spray products, and provide a greater value overall to customers.

Why stock pepper spray? The customer base for pepper sprays is broad. It’s a fantastic primary defensive tool for anyone who isn’t comfortable with firearms yet or cannot carry due to being in a non-permissive environment. Perhaps one of your biggest marketing targets is college students who aren’t old enough to carry a handgun yet but are 18 or older, meaning they can legally possess pepper spray in most states. It’s important for you to be familiar with the regulations regarding age in your area, because many of your customers won’t realize there are laws restricting pepper spray use. 

Pepper spray is a stellar secondary defensive tool, too. Gun owners can benefit from carrying it because it gives them more options than just their firearm when facing a potential threat. Not every credible threat requires a firearm, and having another self-defense option available makes defenders’ lives easier. Because of that reality, pepper spray makes a good add-on to firearm and ammunition sales.

It's important to understand pepper spray isn’t a female-only product. Anyone focused on self-defense can benefit from carrying pepper spray. It’s simply a good, reliable tool for customers to add to their daily carry.

What brands of pepper spray are there? The market is saturated with pepper spray brands, but some stand out above others. Brands like POM, SABRE, and Fox Labs are known for being high quality and effective. All three offer MC ratings above 1% and a wide variety of canister sizes and styles. Keep in mind that you don’t want to market products marked as bear spray for self-defense use. Stock self-defense pepper sprays, gels and foams for defensive purposes. Sprays labeled for wild animals are just that. 

Are there tips and tricks to using pepper spray? Yes, there are tips for pepper spray use that you can pass on to your customers. One piece of advice that isn’t commonly given is that people should familiarize themselves with the stream spread and reach of their chosen defensive spray. That’s one reason why offering classes that utilize inert canisters for training purposes can be so handy. After all, once a canister is used, it’s recommended the user should replace it. Other tips you can give to encourage customers to purchase and carry pepper spray include:

• The thumb should be used to deploy defensive spray. This leaves four fingers for a solid grip on the canister and allows greater control of the stream.
• Painting a smiley face on the attacker tends to give the user the best coverage of mucus membranes.
• Taking a class where they’re sprayed can help the customer understand how pepper spray works and that it’s possible to keep fighting through the burn. In a close-quarters fight, defensive spray transference can happen, so it’s important for the user to know they can keep going even if they start feeling pain.

Also encourage customers to purchase multiple canisters so they have another available if they’re forced to use one (once a canister is used, it should be replaced). Remind them to pay attention to expiration dates and proper storage.

Where in the store should you display pepper spray? Although it’s a good idea to have a larger pepper spray display elsewhere in the store, counter displays are great for generating sales. Many people will visit your store for ammunition, holsters, or knives without considering something like pepper spray. But if they see a display when they approach the counter to pay, they’re more likely to grab one. That’s another reason it helps to have a basic understanding of how pepper spray works, because you and your team can explain the pros of carrying pepper spray to the customer.