Alotta Signs of Sparks, Nev., typically sells about five Confederate flags per week. On Monday, however, 46 orders came in. Then South Carolina Gov. Nikki Haley called for removing the stars and bars from her state's capitol grounds. The next morning, Alotta Signs logged 200 orders for Confederate flags, most of them through Amazon (AMZN). “We don’t even have the lowest price,” says Dave Pearson, owner and president of the company. “It’s nuts.”
The threat of scarcity often leads to a run on products -- such as guns, with sales typically spiking when there's talk of tightening regulations after mass shootings. And that appears to be the case for the Confederate flag, now under assault in the aftermath of the murder of nine worshippers at Emanuel African Methodist Episcopal Church in Charleston. Dylann Roof, the alleged murderer, posted several pictures of himself online with a Confederate flag and white supremacist symbols, stoking furor around a flag that has long been controversial. Many politicians who had defended the right of southern states to fly the flag changed their minds and said it should be relegated to museums. Walmart (WMT) and Sears (SHLD) said they would no longer sell Confederate flag merchandise.
But other retailers are benefiting from the controversy. On Monday, before Haley announced her change in position on the flag (which still must be approved by the state assembly), Amazon listed two Confederate flags among the 60 bestselling items under “Outdoor Flags and Banners”: one at the No. 5 spot, and one at No. 43. The following morning, five of the top 20 bestsellers in the category were Confederate flags, including the No. 1 bestseller, a 3-by-5 foot polyester model made by Rhode Island Novelty and sold by a company called Anley. Among the top 60, 12 were versions of the Confederate flag.
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