After The Gun & Ammo Drought

Written By Massad Ayoob

2020

Customers are bound to fall into three camps: repeat buyers, one-and-done purchasers and
those who will want to sell their firearms once things return to “normal.” If your store can
prepare to meet the needs of all three, you’re one step ahead of competitors.

With this issue landing in your inbox prior to Election Day, the outcome is obviously unknown at press time. If Joe Biden becomes president-elect we can expect perhaps the most desperate mass-buying surge yet. On the other hand, if Donald Trump wins re-election, there may be another complacent “Trump Slump” among those who bought guns fearing they’d be banned — but many predict escalated rioting and related violence which would drive firearms sales still further up.

Expect the strongest surge among your regular customers, once production gets caught up with demand, to be for ammo and reloading components and gear. I noticed even the high-volume shooters who are heavy into reloading and keep cases of factory ammo on hand were concerned with the ammo shortage … less desperately concerned than some others, but determined to deepen their stockpile after the last ammo drought (which is still in effect at this writing).
And the ones who really did get caught short on ammo are even more determined to keep it from happening again.

Expect the strongest surge among your regular customers, once production gets caught up with demand, to be for ammo and reloading components and gear.

But what about those 5 million first-time gun buyers who joined the ranks of us Armed Americans in just the first seven months of 2020? I predict they’ll break down into three groups: those who will come back to buy from you again, those who will maintain the status quo and those who are embarrassed by the whole thing and will want to get rid of what they bought when they think the danger has passed. Let’s talk about all of them.

Repeat Buyers

If you sold this customer a gun, even if they bought it reluctantly but are keeping it “just in case,” the ammo shortage was likely in effect (to some degree) at the time of purchase. Therefore, you may not have had the best self-defense ammo in stock you would recommend in “normal” circumstances. This customer would likely be, at the very least, open to purchasing some premium hollow points for his handgun, or some buckshot instead of feeble birdshot for her new shotgun. Carrying case, ear and eye protection, quick-release pistol safes and related accessories are natural purchases.

However, they’ll have to know what you have in stock.

Your 4473s on file will have the mailing address of each customer if you didn’t get their email address, and it doesn’t take much to put a flyer together on your computer listing what you have in stock and why it’s important. If all you could sell them was a box of ball, the flyer should gently remind them roundnose full metal jacket ammo has poor “stopping power” and a tendency to over-penetrate. Both are serious negatives in a home-defense weapon when members of the family may be in the dwelling and an emergency calls the pistol into action.

Feel free to mention leading experts recommend buckshot … the buckshot you didn’t have in stock to sell them when they bought the shotgun, but have on the shelves now — we hope.

Are you running firearms safety and self-defense classes? They tend to bring customers back, and to make them want more, or different firearms and, of course, more ammunition.

Make sure to have books on shooting, particularly self-defense shooting, in stock. The new gun owner, having made the investment, most likely wants to learn more. When a first-time buyer of a gun, camera, motorcycle or boat has made the initial commitment to ownership, it triggers curiosity. Those books will show them more guns, lights and related products they might decide to acquire as they continue their journey into the world of firearms.

Those Who Don’t Want More

Why did those first-time buyers wait until 2020 to make their purchase? Because they didn’t want a gun, and very likely had even been opposed to gun ownership previously.

They’ll likely be concerned about safety, and that’s all to the good. Those quick-release gun safes and ammunition that won’t over-penetrate are logical supplements to something they have already.

But, as with the customer described above, they need to know you have them in stock. A sales flyer mailing, social media post or even an ad in local media, will let them know when you have your shelves re-stocked.

We all remember the old saying, “If you develop a better mousetrap, the world will beat a path to your door.” Something was left out of that conventional wisdom: The world has to be made aware you have a better mousetrap, and the world needs directions to your door!

Reselling Potential

Some of those customers who bought that first gun against what they perceived as their better nature are even embarrassed about owning it, and will want to divest themselves of it as soon as they feel enough sense of security to do so. The bad news is they’re giving up a dimension of personal and family safety. From the cold business standpoint, the good news is they’ll be a source of lightly used (or even unfired) guns for you to sell if the supply line for dealers is still clogged.

We already have dealers reminding regular customers, “Hey, if you want to sell me a gun you don’t need for resale, or for me to sell for you on consignment, I’d be happy to take it.” And they’re getting guns. A lot of serious gun collectors feel selling one of their safe queens is like amputating a body part, but many shooters are less collectors than “accumulators.” If they think about it, they have a bunch of guns they’ve lost interest in and don’t have a use for anymore, and would be ready to sell to you at a price that gives you a good profit margin, particularly in this day of empty shelves and showcases.

Once again, advertising or a mailing can come to the rescue. Let all those past and present customers (particularly the past ones who may have lost interest in shooting even before the miseries of 2020) know you’re willing to buy good used firearms for resale.

Get Creative

This industry — like this nation — is in the midst of turbulent times. We can’t predict much, and we can’t sell product we can’t get. Creative thinking and marketing is as important now as it has ever been, if not more so.

Dealers, how are you approaching future engagement with each of the customers here? How will the election influence your decision making? Let the SI team know: comments@shootingindustry.com.

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