The founder and CEO of Bass Pro Shops, Johnny Morris, says that despite inflation, the hunting, fishing and outdoor sporting brand will remain focused on affordability heading into boating and fishing seasons. Inflation remains high at 3.4% , above the Fed’s 2% goal, though it dropped from its peak of 9.
1% in June 2022. “Inflation is here. It’s real,” Morris told FOX Business during a video interview.
In April, energy prices rose for the third month in a row, and the cost of gas increased by 2.8%, according to the Labor Department’s consumer price index (CPI). Bass Pro Shops ended an inflation buster savings program in late 2023, but the brand maintains its promise to work with consumers on belt-tightening opportunities to combat elevated inflation burning holes through American’s pockets.
“We worked hard, and we still focus on affordability,” Morris said of starting Bass Pro decades ago. Bass Pro Shops offers consumers payment plans as low as $5 and $10 per day to make the dream of owning a boat a reality for just about anyone. “My dad was big on delivering value to customers,” Morris said.
“One of his sayings to me every day was, ‘Johnny, it’s not worth any more on your shelf than it is your competitors.’” Morris, a Missouri native, proudly referred to a framed advertisement of the original Bass Pro Shops boat, a Bass Tracker, hanging behind him that retailed for $2,995. “We broke through by delivering remarkable value to fishermen and to ang.
