The High-End Market Holds In 2025

According to data from the National Shooting Sports Foundation (NSSF), 2024 saw a decline in firearms sales, which was significantly lower than the record levels of 2020 and 2021. The numbers continued to decline in 2025 due to several factors.

With President Donald Trump back in the White House and Republicans controlling both the House and Senate on Capitol Hill, there has been little talk of gun control. It’s good news for firearm owners and supporters of the Second Amendment, of course, but it hasn’t been as good for those on the retail side.

Moreover, Trump’s deployment of the National Guard to Washington, D.C., and other threats to send further troops to other crime-ridden cities, has sent a clear message this administration is taking law and order seriously.

On the other hand, uncertainty persisted regarding the state of the economy and how the president’s tariffs might lead to higher prices, even for domestically produced brands that rely on materials from overseas. And even as inflation has largely been under control, prices have remained stubbornly high. Taken as a whole, consumers simply haven’t been spending on firearms like they were just a couple of years ago.

The High End Is Surprisingly Vibrant

The “Trump Slump” is likely to continue, yet the high end has endured better and is expected to do so. Still, some retailers aren’t so sure. One firearms dealer in Kansas, who asked that their shop not be identified by name, told Shooting Industry in an email, “We don’t do the high-end stuff; margins are the same as the low end.”

Other retailers believe now is the time to double down on the high end of the market. For Tony Martin, general manager at New American Arms in Richmond, Va., 2025 was a strong year for sales, especially on the high end.

“We went to the SHOT Show in January, and all the reps were saying 2024 was a bad year, and we should expect the same for 2025,” Martin observed. “From what we heard, the industry was down 10%, yet we were up 15% last year, and have seen a reasonably strong 2025. We don’t necessarily follow the trends in the industry.”

Although there was a bit of a summer slump at New American Arms, Martin said “tier one” firearms have found willing and eager buyers.

The sales team at DE Guns in Lincoln, Neb., offered a similar view, explaining accessories and ammunition continue to sell well, with budget firearms performing exceptionally well. Higher-end models have sat a bit longer this year, but are still selling.

“DE Guns attracts customers with our massive inventory and amazing search tool. We have tens of thousands of products ready to ship,” the company said in an email. “The worries of a recession have passed.”

The View From The Top Down

If the team at DE Guns is wrong with their economic forecast, it is worth noting high-end products often tend to be more “recession-proof” than budget products, simply because those with deeper pockets don’t let bad times keep them from spending. The clientele is less impacted by belt-tightening than those price-conscious buyers looking for the absolute best deals.

In this way, the high end of the firearms industry mirrors other luxury goods. While it isn’t universally true, high-end firearms can be positioned more like high-end watches, cars and other status symbol items.

“Across industries, luxury segments tend to be insulated from downturns,” said Angeli Gianchandani, global brand strategist and adjunct instructor of marketing and public relations at New York University. “In fact, in a down market, affluent buyers often see it as more advantageous to make a purchase.”

As retailers may cut prices to move inventory, especially in the latter half of the year, it will be those with the deeper pockets who can swoop in and score deals. This is true of both “off-the-shelf” high-end firearms and those in the collector market.

“It is also worth noting gun control chatter does not move the high-end collector market the way it affects mainstream sales,” added Angeli. “Political cycles may drive volatility in entry-level retail, but luxury-tier buyers are not panic purchasing.”

It’s Not A Cutthroat Business

What further sets the high-end market apart is the clientele may look at brands rather than the price tag. This can be the opposite for entry-level and even mid-level firearms, where price is a consideration, and the customer then narrows their selection.

“Customers often set a budget for AR on the entry level,” said New American Arms’ Martin. He shared those customers will come into the shop with $500, $600 or $700 in their budget, and they want to leave with a firearm within that price category.

It is quite different from those who purchase more expensive firearms.

“The guys looking to buy an FN SCAR, they don’t care about the price,” added Martin.

As a brick-and-mortar business with a staff of 20, New American Arms has minimum margin requirements but views the high-end market as less cutthroat than some of the entry-level offerings.

“For the high end, it is really about who is the authorized dealer and if it is in stock,” said Martin. “When it comes to the high end, the margins are holding well. There are some very reasonable offerings in tier one. Some are over $3,000, and we see a consistent market for those items.”

A Pivot To The High End

It wouldn’t be advisable for most firearms retailers to suddenly change their business model just to attract the buyer who drives up in a Range Rover instead of an F-150, especially as those individuals may be far and few between. Yet, it is worth understanding that catering (at least in part) to the high-end market can help get a business through times when other customers wait for the good times to return.

The Black Fridays of 2021 and 2022 are unlikely to be repeated anytime soon, but for shops able to cater to a clientele interested in high-end products, they may see an uptick this year and into 2026.

“The same consumer willing to pay $100,000 for a car or $50,000 for a watch may view a premium firearm as a discretionary but justified purchase,” noted Angeli. “For some buyers, these products tie into lifestyle and identity, like hunting lodges, sporting clubs or shooting events, which means they’re not just buying a firearm, they’re buying into an experience.”

What A Manufacturer Has To Say

Though 2025 has been a challenging year in the industry, high-end sales have remained steady at Berryville, Ark.-based Wilson Combat. (Fun fact: Wilson Combat actually began as a family jewelry store before entering the upscale firearms market.)

“We can attribute this to our diversified product line that appeals to enthusiasts, collectors, serious competitors and recreational shooters alike,” said Cameron Ankele, Wilson Combat COO.

Ankele contended, even as inflation remains a concern and gun sales fell with Trump’s reelection last year, Wilson Combat is well-positioned to stand out in the market.

“We feel everyone in the industry has seen some slowdown in 2025,” he added. “Trusted brands known for their superior craftsmanship, as Wilson Combat, will hold greater appeal in the market despite slower times.”