A Nice Slice Of Profits!
Proceeds Aplenty To Be Had In Hunting Knives
Randy Yerkes, Mark’s Outdoors’ seasoned knife manager, oversees the store’s expansive cutlery department.
Many firearms retailers can stand a boost in profits during these times of high inflation — and with hunting season just around the corner, opportunity awaits.
Sales of hunting knives, with their friendlier markups, can significantly complement your firearms sales. And, this multi-billion dollar industry boosts sales without breaking the bank. If you’ve been wanting to add cutlery to your hunting program for the first time or would like to fine-tune your current one Shooting Industry has assembled a panel of seasoned experts who can help you sort through the many options of both fixed blades and folding knives available to hunters today.
Joining us are Doug Flagg, VP of marketing and innovation for Columbia River Knife & Tool (CRKT) and Ken Griffey, president of Bear & Son Cutlery from the manufacturing side. On the retail front, we have Randy Yerkes, knife manager of Mark’s Outdoors, in Vestavia Hills, Ala. Yerkes has spent 25 years in retail knife sales and, needless to say, knows how to sell knives!
Options Abound
Choices in cutlery for the great outdoors have never been greater for the American hunter. As if sorting between the right balance of fixed blades and folders was not tough enough, the retailer must factor in newer alternatives such as scalpel-based technology and hot new steels hitting the market.
We asked our experts whether hunters prefer to carry fixed blades, folding knives or both.
“It’s an age-old question, and one that can be difficult to answer as knives are such a subjective thing,” CRKT’s Flagg replied. “Although, if I had to choose one based on my experience — both personal and professional — I’d say hunters lean more toward fixed blades. Their simplicity, reliability and ease of cleaning are hard to beat. Nevertheless, it’s common for hunters, me included, to head into the field with both types of knives.”
Bear & Sons’ Griffey is in agreement.
“From a knife manufacturer’s standpoint, the preference for fixed blades or folding knives among hunters varies based on personal preference and specific hunting scenarios,” he said. “However, fixed-blade knives tend to dominate the segment due to their durability and reliability in field tasks.”
Making it a consensus is Mark’s Outdoors’ Yerkes.
“For hunting, our biggest sellers by far are fixed-blade sheath knives because they’re much easier to carry and harder to lose. The ratio of fixed blades to folding knives is about 60:40.”
Processing Game
Next, we posed the question: Do hunters prefer a separate knife for game processing?
“You can process an animal with just about any knife, but I think many hunters do have a go-to processing knife used solely for that purpose,” Flagg noted. “A jack-of-all-trades knife is great, but the one I’m using for game processing, especially for finer more detailed cuts, is really going to be used for that function alone.”
Griffey concurred: “Hunters often prefer having a separate knife specifically designed for game processing as it allows for more precise and efficient handling during this stage of hunting.”
Our retail expert Randy Yerkes also agrees.
“I think many hunters prefer a separate knife for game processing. When you process a lot of game, you need a knife with superior steel that will last a long time,” he remarked.
Future Trends?
Our experts shared their insights on how innovations, such as new steels and scalpel-based technology, are primed to impact the hunting market.
Bear & Son’s Griffey stated: “There has been a noticeable shift in the hunting-knife segment in recent years. Modern designs, technologies and different types of steel have gained popularity due to their appearance, shapes, strengths and ease of maintenance.”
CRKT’s Flagg lends, “I’d say, overall, the category is seeing an upgrade in materials, plus fit and finish in hunting knives. I know it’s something we’re certainly trying to accomplish here at CRKT and it’s exciting to see so many brands elevating their game.”
Randy Yerkes specifically addressed scalpel-based technology.
“Replaceable-blade knives are becoming more popular, but standard fixed blades still dominate,” he noted. “Scalpel blades are relatively easy to replace but do require a learning curve or they can be hazardous.”
Bolstering Sales
There are many ways to promote your store’s hunting-knife inventory, many at no cost to you. It starts with an educated staff.
“Consumers want to know the ‘why’ — as in, ‘Why should I buy this particular knife versus another?’” CRKT’s Flagg suggested. “This starts with the sales associates. The more you can do to help educate your people, the more it will translate into retail sales. Of course, in-store and POP displays, advertising — both traditional and social — and direct mail all play important roles in the purchasing process.”
Bear & Sons’ Griffey added, “I do believe a big part lies in understanding the needs and preferences of our retail customers. In-store displays should showcase the quality, durability and versatility of our knives. Plus, it allows customers to see and feel the product firsthand. We try to advertise across the nation and highlight our knives’ features and performance, effectively communicating our value to potential buyers. Additionally, we try and engage with the hunting communities and influencers so we can help build trust and credibility, further enhancing the brand’s reputation among hunters.”
Knife Manager Randy Yerkes shared the keys to Mark’s Outdoors’ 45 years of success.
“In-store, you need a knowledgeable sales staff to guide the customer to a successful sale. We ask them how they’re going use the knife, such as game processing, food prep, chores around the camp and the like,” he explained. “We also ask them where they’re going to be using it — such as saltwater or freshwater environments. These factors into the type of steels and handle materials are best for their needs.”
Promotionally, the retail store uses two main outlets to reach their customers.
“We do email blasts to customers, typically 10,000 at a time,” Yerkes noted. “This has proven to be a very effective way to reach our customers during hunting season and other times of the year as well.”
Mark’s Outdoors also maintains a healthy presence on local television during hunting season.
“We have had great success running television ads prior to and during hunting season. Our hunting knife sales really pick up in the fall when the season starts and remain steady throughout January,” he maintained.
You Know Your Market Best
Every market is different and some media are more affordable than others. Mark’s Outdoors has honed its advertising approach over the years and found what is effective for their store. But as the saying goes, “There’s more than one way to skin a cat.” You do have options.
Some manufacturers offer co-op advertising for a variety of print and broadcast media that can deeply reduce the outlay in promoting your store. Most manufacturers, especially the larger ones, also offer a bevy of in-store promotional items such as posters, flyers and inexpensive giveaways to create awareness in your cutlery section.
No matter whether your retail store is centered around a firearms nucleus or part of a broader blend of outdoor sports, hunting knives can pad your bottom line — and in inflationary times, every bit helps.
Also, don’t forget the ancillary products that go with knives such as sharpeners, corrosion preventives, sheathing alternatives and the like.
Make this season a more profitable one by taking advantage of this lucrative category.
For more info:
Columbia River Knife & Tool — crkt.com
Bear & Son Cutlery — bearandsoncutlery.com
Mark’s Outdoors — marksoutdoors.com
