Broadening The Scope: Look Beyond Handguns

In recent years, the rise in female firearm ownership has caught the attention of the firearms industry. Yet, despite this promising trend, many dealers continue to underestimate the scope of women’s interest in firearms, often limiting their focus to handguns for personal defense. This narrow perspective not only overlooks the full breadth of female customers’ needs and preferences but also leaves a significant business opportunity on the table.

The reality is, more women are getting involved in various shooting sports and hunting activities, which utilize shotguns and rifles. Dealers who embrace this trend and educate their customers about the full spectrum of firearms available will not only increase sales, but also foster a more inclusive and informed community of female shooters.

The Rise Of Female Shooters Beyond Handguns

According to data from the National Shooting Sports Foundation (NSSF), women now make up a significant portion of new shooters and hunters. The 2022 NSSF report noted a 25% increase in women who purchased firearms over the past two years. Notably, the report highlighted an increasing interest in shotguns and rifles, particularly for sports like skeet, trap shooting and long-range precision shooting.

This diversification in female interest is evident in programs like A Girl & A Gun’s (AG & AG) Sniper School. In August 2024, AG & AG hosted 13 women at its annual Sniper School, held at the Cameo Shooting and Education Complex in Palisade, Colo. 

The location was the perfect backdrop for the riflecraft, fieldcraft and snipercraft instruction blocks presented by instructors from Defenders USA. Students were able to engage known- and unknown-distance targets from 100 yards to 2,003 yards (1.138 miles). Savage Arms, Ruger, Stag Arms, Primary Arms and Vortex equipped the participants with scoped rifles and spotting scopes to use at the event.

Despite the perception long-range precision shooting is a niche interest dominated by military and law enforcement professionals, the event attracted everyday women who were eager to expand their shooting skills beyond traditional boundaries.

“I was personally interested in learning more about long-range shooting just because it’s so different and there aren’t a lot of opportunities for civilians, so I knew other women were likely interested too,” said Robyn Sandoval, AG & AG president and CEO. 

The instructors worked with the students to have a clear understanding of ballistics and atmospheric factors that affect bullet trajectory, provided calculations to help ladies dial in faster and record accurate DOPE for known- and unknown-distance targets. They also led discussions on camouflage and oversaw the construction of participants’ ghillie suits and the overwatch exercise. 

“It wouldn’t have been a true sniper school if we didn’t also address concealment,” said Sandoval.

The Impact Of Limiting Assumptions

When dealers pigeonhole female customers into the personal-defense category, they inadvertently communicate a message their store may not be fully equipped or willing to cater to a broader range of interests. This can deter women from exploring shotguns for bird hunting, rifles for long-range shooting or carbines for competitive sports.

According to AG & AG COO Sandra Woodruff, events like Sniper School open the door for women to explore new areas of shooting.

“Most of these ladies had never shot targets beyond a few hundred yards or recorded DOPE,” she said. “Watching them learn the concepts, apply techniques and hit steel targets well over a mile away was a thrilling experience.”

For firearms dealers, the lesson is clear: by failing to present women with options beyond handguns, they’re missing an opportunity to help them achieve these kinds of breakthroughs. Moreover, this narrow focus on handguns can perpetuate stereotypes, reinforcing the idea female shooters are only interested in self-defense.

What The Numbers Say About Women & Rifles

Statistically, the increase in female participation in shooting sports and hunting is a significant indicator women’s interests extend beyond handguns. A 2023 report from the NRA showed women accounted for nearly 30% of new rifle purchases in the last two years, with a significant uptick in bolt-action and AR-15 platform rifles. This surge coincides with a growing number of women participating in competitive shooting events.

Nearly 70 women ranging in age from 30–79 participated in AG & AG’s 2024 Multigun Challenge at its annual Fall Fest event. As the only all-ladies multi-gun match in the country, the match isn’t just about winning prizes, although that is a bonus; it’s about enjoying camaraderie, tackling fun and challenging stages in the natural terrain, welcoming new competitors and growing a strong female presence in the 3-Gun family.

“About half of our squads were first-timers,” said Sandoval. “The women who arrived on Tuesday were not the same women when they left on Sunday.”

While women still dominate handgun purchases — making up 45% of all new handgun owners in 2023 — they are increasingly looking for rifles and shotguns to suit their growing interests in hunting and sports shooting. This trend represents a lucrative opportunity for dealers who can tailor their offerings and marketing strategies to meet the needs of female customers.

What Dealers Can Do

1. Diversify The Sales Approach

Rather than assuming female customers are only interested in handguns, firearms dealers should make it a point to introduce women to a broader range of firearms. Highlight rifles and shotguns that are beginner-friendly or suited for different sporting activities. Offer educational material and resources about shotgun sports like skeet and trap or introduce the basics of long-range shooting.

2. Host Female-Centric Events & Training Programs

One effective way to engage female customers is by hosting events specifically designed for them. Consider partnering with organizations like A Girl & A Gun or establishing relationships with local trainers to offer courses focused on different types of firearms.

3. Offer Product Demos And Test Opportunities

For women who may be hesitant to dive into purchasing a rifle or shotgun, a product demo or “try before you buy” opportunity can be immensely beneficial. This allows female customers to experience different firearms firsthand and make an informed decision about what suits their needs best.

4. Train Sales Staff To Be Open-Minded

One of the most common complaints from female customers is feeling patronized or dismissed by sales staff. Training your sales team to engage with women on equal footing and without assumptions will go a long way in creating a welcoming atmosphere.

Success Stories As Proof

The women who participated in AG & AG’s Sniper School came away with a new passion for long-range shooting and an increased interest in purchasing precision rifles and scopes. This kind of experience can be transformative, not only for the women who attend but also for dealers who support their journey. 

Marsha Lapid, a participant at the event, expressed her excitement at surpassing her personal goals: “I had a goal to shoot at least 300 yards since previously, my furthest shot was 200 yards. Not only did I achieve that goal, but I far exceeded it! I was so content when I reached 1,500 yards, but the team of amazing instructors and ladies encouraged and helped me ring steel at 2,003 yards!”

This enthusiasm represents a market waiting to be tapped. By supporting women’s shooting experiences beyond handguns, dealers can play a critical role in fostering a more inclusive and thriving shooting community.

Moving Forward: Embrace The Full Scope

The firearms industry has made great strides in acknowledging and embracing female firearm owners. However, it is time to expand the vision even further. By moving beyond assumptions and embracing the diversity of women’s interests, dealers can build stronger relationships, boost sales and contribute to a more inclusive culture in the shooting sports.

Dealers who continue to focus solely on handguns for women are doing both their customers and their businesses a disservice. Instead, they should recognize that women’s interest in firearms is broad, diverse and growing. 

With the right approach, forward-thinking dealers can open the door to new possibilities for their female customers — and seize a significant opportunity in the process.

For more info: agirlandagun.org

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