Charlotte Tookey, senior marketing manager for Tesco Direct, which has seen a 38 per cent rise in camping equipment sales since July 2007, put the surge down to the financial squeeze, which is forcing families to consider alternatives to holidays abroad. "Summer camping trips are a great British tradition, so it is wonderful to see that more holidaymakers are choosing to go camping this year," she said. "For families feeling the pinch, camping can be an affordable solution."