Are You Embracing The “Revolver Revolution?”
Revolvers have been enjoying a rebound for myriad reasons. One of them,
according to Darryl Bolke, is their status as a “50-state-legal” firearm. “[It’s] a huge
benefit for people who don’t keep up on gun regulations regularly,” he contended.
The handgun industry is evolving interestingly, especially regarding revolver sales. The dynamics have shifted, and your average revolver buyer is probably not who it used to be. There will always be wheelgun fanatics, but in the past few years, handgun buyers were a little shy of revolvers because semi-automatic handguns were the shiny objects in the gun case.
A shift in how we think about revolvers, especially for personal carry, has begun. After interviewing revolver experts, I came to the conclusion revolvers are cool again!
Ken Campbell, CEO of Gunsite Academy in Paulden, Ariz., shared demand for revolvers has risen so high it has led to a new class being offered for students.
“We have seen this (rising revolver popularity) for several years at Gunsite Academy, even to the point of offering revolver-only courses, so we can really ‘get in the weeds’ with the students and their revolvers,” he said. “Many people may claim they carry a full-sized or mid-sized pistol all the time, but my bet is they have a small revolver in their pocket or waistband when they make a quick trip to the store.”
Darryl Bolke and Bryan Eldridge with American Fighting Revolver (AFR) have been instrumental in the “revolver revolution.” During my discussions with Bolke about revolvers, I have appreciated his frank honesty regarding his assessment of the industry. In our last conversation, we discussed how gun stores can meet the needs of their revolver customers and what their analytics regarding wheelguns reveal.
Fire Extinguishers & 50 States
Bolke feels like the resurgence of revolver popularity is threefold.
“Let’s be honest: the reality is many people walking into gun stores these days want a ‘fire extinguisher’ to protect themselves. They want something they can load and put in the drawer,” he stated.
Another factor in the popularity of revolvers is in the states where regulations have strengthened regarding semi-automatic handguns, revolvers are a clear alternative.
“Having a 50-state-legal gun is a huge benefit for people who don’t keep up on gun regulations regularly,” Bolke continued.
Revolvers can appeal to industry-adjacent consumers — such as outdoorsmen.
“There are a lot of people who are not traditional firearms people who realize they need a gun. Hikers, mountain bikers, fishermen and other non-hunting outdoorsy people see revolvers as a little more palatable way to protect themselves in the woods from snakes and coyotes than semi-automatic pistols,” he said.
The Answer Should Be “Yes”
There’s a sales tip here: Pay attention to your customers’ lifestyles and get clear on where they might live. Are they in a city, or do they live in a rural area? What do they want to accomplish with their new gun?
People love to demonize things, especially firearms. At the recent A Girl & A Gun National Convention, Bolke spoke to women regarding their choices with handguns.
“There are pros and cons to each type, and a wise salesperson will fit the firearm to the person and not the other way around,” he said. “The answer should be, ‘Yes, both are okay’ — not one or the other. Fit what you are trying to do with the gun, not what a gun writer or a salesperson says you want.”
Another sales tip: Find out why your customer wants a firearm, what its purpose will be and their skill level by carefully listening to them. Ask questions and spend the time digging for the best answer.
Growing SKUs
A firearm writer for over 40 years, Rob Garrett hosts Sunday Night Snubs live on Instagram at 9 p.m. each Sunday. He offered some great insight and a different perspective on the renewed popularity of revolvers.
“Boredom seems to be one factor in the renewal of revolver popularity,” Garrett observed. “People might be bored with semi-automatic pistols; they all start looking the same.”
He continued, “In a sense, people are looking back to the old days. Certainly, Colt would not be introducing their new Python and Anaconda in two different calibers, nor would Smith & Wesson introduce its Ultimate Carry in two calibers. The Taurus Timber is another excellent example. If there were no resurgence, then you would not see all these companies making new models. You’d see them reducing SKUs, and instead, it seems every year, the SKUs are increasing.”
Does your gun shop also have a range? Do you rent guns so people can try them? Have as many of the most popular revolvers (especially snubs and other carry models) available for customers to try.
Revolvers are not going away and are showing significant gains in popularity. Their simple and classic design gives beginning shooters an easier gun to start with and older enthusiasts so many directions to take as they collect their favorites.
