2026 Sales Trends Already Emerging

In many parts of the country, the Christmas trees aren’t down yet, the seasonal lights remain lit up on plenty of houses around town, and other decorations serve as reminders that we’ve only just made it through the holidays. For retailers, however, it is time to look ahead, and trends are already emerging in the New Year, with many carrying over from late 2025.

Big Uptick In Suppressors

“Right now we’re seeing that the industry is still in a bit of a slump,” admitted Beamer at Ready Gunner in Orem, Utah. The retailer, which has maintained a steady presence on social media, has garnered a significant audience, and that is a trend Beamer said he hopes will continue in 2026.

Regarding the sales downturn, the 33-year-old shop manager said several factors were at play, resulting in a lull that began just before Christmas. He added that the shop was only just beginning to see an uptick in the days that followed the big holiday.

“Call it the ‘Trump Slump,’ stagflation, Bidenomics, or whatever. We just didn’t see as much money being spent on firearms and accessories in late 2025,” Beamer told Shooting Industry. “Maybe gun owners were buying gifts and other items for the family for Christmas.”

The slight upward shift in business was led by the suppressor market as the calendar flipped to a New Year. For those who missed it, effective January 1, 2026, the $200 federal tax stamp for purchasing suppressors, short-barreled rifles (SBRs), short-barreled shotguns (SBS), and Any Other Weapons (AOWs) was eliminated under federal law, making transfers of such items effectively $0-cost.

“The NFA going to zero dollars resulted in a big uptick in suppressors,” said Beamer. That was a trend he expected could remain strong in the New Year, as it has already sparked increase interest in the products.

Handgun Sales Are Still Strong in 2026

Multiple shops around the country also indicated that handguns had continued to outpace long guns at the end of 2025 and that trend was also expected to continue in early 2026.

“Handguns are definitely outpacing long guns,” said Vinny Cedrone of Shawsheen Firearms & Gunsmithing in Billerica, Massachusetts. “Glocks are super-hot right now. Sales will stay steady in 2026, similar to 2024.”

It was a similar story at Green Monstah Firearms in Martinsburg, West Virginia, where handguns had outpaced long guns throughout last year.

“Our customers are buying mostly handguns, followed by rifles, then shotguns. Ammo sales are strong as we sell in bulk. We also sell a large amount of parts,” Richie D, owner of Green Monstah Firearms, explained to Shooting Industry. The family-owned shop opened its current location in July 2021.

Unlike what Ready Gunner saw in Utah, Green Monstah Firearms experienced stronger sales throughout the holidays, which then carried into the week after Christmas.

“There weren’t any huge specific trends, but we have been super super busy,” Richie added, noting that sales actually picked up considerably from the summer period when foot traffic was considerably slower.

She added that polymer-frame semi-automatics were outpacing large-frame revolvers and other wheelguns by a wide margin.

Entry Level to Midrange Seeing Stronger Sales

At Ready Gunner, the $400 to $600 firearms were the dominant sellers at the end of 2025, appealing to entry-level to mid-level buyers, with Smith & Wesson among the popular brands.

“Handguns sold two to one over rifles,” Beamer told Shooting Industry.

Consumers at the Utah firearms dealer expressed interest in the Smith & Wesson Bodyguard 380, but Beamer added that he has seen increased customer interest in calibers beyond the popular 9mm.

“I don’t want to say there is a ‘Caliber War’ or anything,” said Beamer. “But there is an uptick in other calibers.”

Diverse Customers

The shops contacted for this article reported diverse customers. At Green Monstah Firearms, the clientele was a steady mix of new and seasoned enthusiasts.

“We have seen plenty of new shooters and first-time buyers, and others just getting started,” said Richie. “But we’ve also regular customers who want to have fun at the range, and we’ve seen competition shooters looking to upgrade their guns, and last fall, there were plenty of hunters coming in looking for a new rifle. We have the whole gamut of shooters as our customers.”

Richie doesn’t expect that to change and said the shop is ready to cater to diverse tastes in early 2026 and beyond.

“We carry every AR part for multiple calibers,” she added. “So there is a lot of customization of firearms.”

For Beamer at Ready Gunner, the plan for 2026 is to continue to appeal to a wide variety of consumers.

“We try to have a balanced stock, even as there are so many options available today,” Beamer told Shooting Industry. “A large portion of our customers are walk-in business, so we try to stock the bread and butter. That’s not going to change.”