When There’s No Ammo On The Shelves

Written By Ava Flanell

2021

After months of unprecedented and unrelenting demand, this has become a familiar
sight for customers across the country. As ammo makers continue to produce around
the clock, use this time to get creative with what you offer.

It’s no secret there’s a shortage of ammunition and firearms. Sustained record sales and an unprecedented increase in first-time gun buyers created a shortage more severe than any we’ve experienced before. Unlike previous years, the ability to increase production by purchasing more machinery, increasing staff and ordering more raw materials is limited due to the regulations and import restrictions brought on by COVID-19.

We might be seeing record-breaking sales, but this won’t last long for gun stores, firearms instructors and gun ranges with bare shelves. Therefore, in the words of Clint Eastwood and the unofficial Marine motto, we must “improvise, adapt and overcome!”

Use Used Guns To Your Advantage

Keeping inventory in stock right now is increasingly difficult. Guns that sat around gathering dust for years have sold. Replenishing stock seems impossible because distributors are cleaned out. If you’re not doing so already, you need to sell used guns. Many stores don’t want to deal with the hassle or responsibility that comes along with doing so, but millions of guns in the U.S. can be used to transact business and keep inventory afloat. Another advantage is there’s more profit from selling used instead of new. (Just be sure to know what to look for when buying a used firearm so you don’t end up buying and selling junk.)

Airguns

There is stigma about airguns among many people in the firearms community, but they offer an affordable option for target practice. Also, airgun quality and capability has increased tremendously in recent years. Regardless of any personal feelings about them, strongly consider stocking them in your store.

Tyler Patner, Pyramyd Air product manager said, “When we talk about replica air pistols, those with blow-back (where the slide reciprocates like a firearm) have just enough kick to get a new shooter used to maintaining a firm grip and bringing their sights back into alignment on their target.”

If you’re not doing so already, you need to sell used guns.

With so many first-time shooters and extremely limited ammo supply, reciprocating air pistols that are exact replicas of their handguns are perfect for practice. Plus, shooters can practice for pennies on the dollar.

Offering airguns, accessories and different types of BBs and pellets gives the consumer more options, and in this climate, they’re sure to sell.

Dry-Fire Aids

Also, consider adding dry-fire aids to your shelves. A number of dry-fire training companies have popped up in recent years such as Mantis, Strikeman, LASR, CoolFire Trainer and DryFireMag. While some of these training aids may have seemed expensive to customers in the past, the price of ammo right now makes them more attractive. To anyone who’s skeptical, just ask any professional shooter — they dry-fire year round, even when ammo was available and far more affordable.

Get Out Of The Box

If you have experience assembling firearms, get out that box of unused firearm parts left from previous builds. Forrest Cunningham from Family Firearms (Colorado Springs, Colo.) has extensive knowledge putting AK-47s together and is getting creative building ARs and AKs to sell at the store.

“We’re selling out of everything so quickly and distributors have nothing in stock,” he shared. “At this point, I’m putting guns together to sell and they are selling better than the stock guns we have.”

If you’re worried about restrictions, selling them off as a complete lower or upper is a solid alternative.

Overcoming Ammo Shortages

Ammunition shortages are far worse than firearms shortages. Many buyers are hesitant to purchase guns if there isn’t any ammo available. Stores like RSM Firearms in Belvidere, Ill., are allocating one box of ammo to each gun sold. This is a great idea if you can get ammo at all. If your distributors are sold out consider looking online. It may cost three to four times what you’re used to paying, but even if you have to sell it at cost it will keep the business operating because you’ll receive additional sales in conjunction.

Do some research in your area to see if there are any local, smaller ammunition manufacturers. Some of them may be willing to work extra to supply local companies if it leads to continued business in the future.

Tips For Ranges

Gun ranges are also seeing all-time lows in attendance. Whether you’re open to the public or are membership-based, this will impact your business either way. Keeping ammunition on hand, even if you aren’t making much of a profit from the markup, will help keep the range in use. Many ranges are limiting sales to one box of ammo per person, per day, and only if they plan to use it at the range.

Ranges ought to consider allowing airguns at the range and even host airgun matches. Yes, one of the perks of using airguns is the ability to shoot them in a home or backyard, but people enjoy the social aspect of shooting.

Ranges can also host gatherings once or twice a month that don’t require live fire. Bring in a special guest to discuss topics such as training strategies, politics, understanding the Constitution or just a gathering of like-minded people. This creates a sense of community that might feel slightly diminished from the loss of range activities — and by charging a small attendance fee, keep revenue coming in.

Class Content

Firearms instructors have options, too. Airguns can be a great training aid, especially for those initial shots, to make sure students understand and apply the proper fundamentals. Once they’re comfortable with an airgun, have them shoot a real gun — just be sure to make each shot accountable.

In this current climate, I’ve had students only load one to five rounds so they don’t blow through their ammo. As students get more comfortable with the process of loading and unloading, I hide a few snap caps in their magazine. This allows the student to work on trigger pull, eliminate the habit of anticipating the shot and learn to clear malfunctions. It also ensures students learn all of the mechanics of a firearm without using a ton of ammo.

Now is the perfect time to offer classes that don’t require live ammo, such as how to clean a firearm and properly draw from the holster.

In addition to everyday classes, now is the perfect time to offer classes that don’t require live ammo, such as how to clean a firearm and properly draw from the holster. These small workshops will keep your students returning for more. Plus, courses teaching movement and cover can easily be taught with replica airguns. This is a great way to take training to the next level and add valuable self-defense skills.

Survive & Thrive

Using these creative strategies will keep momentum going until supplies are replenished. As we’ve seen from similar shortages in the past, it won’t last forever. We just need to be resourceful and efficient so we can survive and thrive in this shortage.

Who knows, perhaps some of these strategies will continue to enhance your business even after the shortage is over.

Ava Flanell is the founder of Elite Firearms & Training in Colorado Springs, Colo.

Dealers, how have you been impacted by supply shortages? Let us know! comments@shootingindustry.com

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