From backyard bunkers to big box retailers, “prepping” is becoming mainstream and attracting all sorts of savvy new customers.

The retail sector is in focus with big retailers like Home Depot HD, Lowe’s LOW, Wal-Mart WMT and Target TGT, as well as store channels like Nordstrom JWN and Kohl’s KSS, due to report earnings.

The report predicted value retailers that "cater to the more resilient middle and higher income consumer" and big box retailers with the "ability to effectively communicate value to consumers ...