In mid March, Fenix Ammunition, an ammunition manufacturer in Michigan, saw its daily online sales rise from $4,000 to $40,000.
The pandemic had boosted demand for guns and ammunition around the country, and Fenix was reaping the fruits of the national following it has cultivated since its 2016 launch. In addition to record high civilian demand, Fenix also counted at least three local police departments, a law enforcement training center, and KelTec, one of the leading rifle manufacturers in America, among its clients.
But Fenix’s March profits were also driven by an aggressive social media campaign led by its owner, Justin Nazaroff.
For months, Nazaroff had been posting memes to his company’s Facebook and Instagram pages referencing the “boogaloo,” slang for the armed uprising that a loose assortment of preppers, Second Amendment activists, and anti-government extremists is getting ready for — and in some cases trying to accelerate.
“I’ll be honest, it drives sales,” Nazaroff said in April of his company’s marketing practices. “People think it’s funny. People click on boogaloo memes. It’s something that gun people enjoy joking about.” [Continue reading…]