Binoculars

Piece by piece, outdoor enthusiasts build a gear kit customized to their activities and favorite locations. Common items in a daypack include a pocketknife or multitool, a water bottle, matches, a compass (or a GPS app on their smartphone), and an appropriately sized first-aid kit.

Today, as more people spend more time outside, binoculars are finding a place on those “must-have” gear lists. Once perceived as expensive tools for specialized applications, binocular brands have broadened their appeal.

“When the pandemic hit, many people decided to reengage with the outdoors, and hobbies like birding and hiking exploded. It didn’t take long for people to realize that these activities are just better when you can see all the details around you,” said Jonathan Hovanec, SRO Sales and Operations Manager, Nikon Inc. “Because the gear has become more durable and the views have become clearer, binoculars have shifted from being an optional accessory to a core part of the outdoor kit.”

NOCS Provisions has played an influential role in changing those perceptions.

“There wasn’t a brand suggesting that binoculars are awesome. These products fit this modern outdoor persona: hiking, camping, and spending time in nature. They are such a great tool,” says Chris McKleory, CEO/Founder of NOC Provisions.

Outdoor enthusiasts often think of birders as the primary market for binoculars. Although that’s an accurate point of view, binoculars are finding users in other outdoor pursuits.

“It’s clear that binoculars have moved into the mainstream for almost every outdoor group. Each community has found its own reason to carry them, but birding is leading the charge. It has exploded because it’s so inclusive, reaching people in all age groups,” said Hovanec.

McKleory notes the NOCS market comes from both birders and nonbirders.

“We’re really thinking about it in terms of, like, this curiosity, right? That same person who checks out the sunrise might be watching their kids’ Little League game that night. The binoculars live in the car. It’s part of the culture connected to the outdoors,” says McKleory.

As more people see binoculars used in outdoor-related news articles and social media, the question becomes, “How have binoculars added to outdoor experiences?”

Having a good pair of optics has shifted from being a nice-to-have to a core part of the experience. It’s one of those things where once you start carrying them, you realize how much you were missing before. For most outdoor enthusiasts, whether they’re scanning a ridgeline or watching a nest, the binoculars become so integrated into the hobby that heading out without them feels like leaving a piece of essential gear behind,” said Hovanec.

With accessible pricing and marketing tailored to new users, NOCS has helped expand the overall market. “When people buy our product, we call it a discovery purchase, where they’re like, I didn’t know I needed binoculars until I saw those,” says McKleory.

Some product lines have expanded from traditional binoculars to lightweight, compact, rugged monoculars. “Spotting scopes have become a mainstay of the modern outdoor gear kit, especially as they have gotten lighter and more portable. While binoculars are great for scanning, a scope is where you go for that high-definition, stationary view. This makes carrying one useful for skilled birders, outdoors people, and hikers,” says Hovanec.

NOCS Provisions has had great success marketing monoculars. The monocular feels like a true discovery. Wow, this thing is pretty cool. Ultimately, the big difference that we find is if you’re going to a sporting event or you’re going birding and you’re going to be looking at something for an extended period of time, binoculars are great because you can have both eyes open,” said McKleory. “If you just want to get a glance at the view for a few minutes while you’re out on a hike, the monoculars are just a complementary tool. The trade-off that you get for having to squint one eye is that portability.”

Like every piece of outdoor gear, asking what features to consider when making a first purchase can start a long, multi-layered conversation. Fortunately, brand websites, online forums, and specialty retailers can help you quickly narrow the choices based on the intended use and budget. No question, there are trade-offs and compromises that fall away when you spend more money. Outdoor enthusiasts looking to add optics to their gear bags will find quality, affordable options.

When you’re looking for your first pair or an upgrade, the best place to start is by thinking about how you’ll actually use them. Whether you’re birding, hiking, or just taking them on a general outdoor trip, each activity has different needs. You should also consider the time of day you’ll be out; if you’re active at dawn or dusk, you’ll want features that help with light transmission and clarity in those dimmer moments. Weight is another big factor; think about how much you’re willing to carry during a long day on the trail. Taking the time to weigh these details is the best way to make sure you end up with the right optics for your lifestyle, “said Hovanec.

“The binocular, the best binocular is the one that actually gets used. Look for the pair that you’re really going to take with you and bring out there. Look for the thing that’s going to invite you to just grab it, pick it up, take it off the shelf, and go outside,” said McKleory.

NOCS Provisions offers a lifetime warranty. McKleory describes the benefit to inspire outdoor enthusiasts to embrace the product. “Our products don’t break. We use this warranty to say, “ Hey, just take them with you. Don’t worry about the thing. Don’t treat it like some precious instrument. Just use them.”