The way to distinguish from a Cabelas, Bass Pro or REI is have ready made kits or packs already set up, instead of putting a basket together.

Especially with med kits. A small fanny pack, large group fanny pack, a roll up/roll out large family med kit for home or car, or a bulkier backpack or external pack attaching kit.

The big box outdoor stores rarely sell MayDay bars, so while buckets of Wise 72 hour kits or a case of food for X days, sell 1200, 2400, 3600 MayDay bars over the Mtn House meals for two and powerbars.

The only way to be unique is to cater directly to a prepper mentality which is differ than hunting, camping, fishing, outdoors.