Embrace History, Trends & New Markets
In a saturated market, the finest details matter when it comes to developing
a loyal customer — or losing one. What are you doing to set your store apart?
Setting the record straight from the get-go: I didn’t start my marketing career in the firearms industry. Nope, I wasn’t raised in a house where tactical gear was part of everyday wear. I have a degree in kinesiology and was initially headed toward a career in personal training.
But then one weekend in college, I happened upon a small gun show in Lafayette, La. It was there I made my first pistol purchase — a stunning vintage 1973 Smith & Wesson .22 with a mother-of-pearl inlay. As I was filling out the paperwork, something struck me.
Owning a gun is one thing, but holding a piece of history? It was a whole different ballgame. Where had this little gun been the past 35 years? How many times had it changed hands? Was it a family heirloom, or was it confiscated in some old-school crime? (Probably not that, but a girl can dream.)
As I pondered the journey that little pistol had taken, I realized firearms aren’t just objects collecting dust, waiting to unleash chaos. Firearms are woven into the fabric of American history, representing freedom, independence and self-reliance. They’re an integral chapter in our nation’s story, and will, inevitably, be an integral chapter in its future.
Time For Some Tough Love …
Truth be told, the market is oversaturated. I don’t care what you’re selling — from Kydex holsters to hunting rifles — there are 100 other companies selling the exact same thing. You can try to stay ahead of market trends, but with so many competitors it feels impossible to stay relevant.
I’m a marketer in the digital age. I feel your pain. But I want to tell you a quick story to share some perspective.
I live in Columbus, Miss., a small, historic, bible-belt town. Hunting and shooting are ways of life here. Everyone I know has an arsenal (truly, if the grid goes down, this is the place to be). With so many gun owners, one would think there are countless places to buy firearms and all the accouterments.
In reality, there is but one firearm king in north Mississippi: Gary’s Pawn & Gun. In March 1978, Gary’s opened its doors to the public. Since then, Gary’s (and its two brick-and-mortar locations) has been the primary firearm retailer in the area.
The whole Gary’s sales team serves up a hefty dose of Southern hospitality to every customer who walks in the door. The most notable characteristic of this retailer, however, is they go out of their way to patiently educate inexperienced buyers. Those first-time buyers then become regular customers, as do their children and grandchildren. Humans are creatures of loyal habit. If you treat your customers well, they will remember and it will matter when they’re trying to decide where to buy.
Outside of customer service, there are other ways to change the way you do business. Let’s dig in.
Product Bundles For New Firearm Owners
Offer comprehensive packages for new firearm owners. These can include must-have accessories like safety locks, cleaning kits and beginner-friendly safety guides. If you don’t offer a product, talk to others who do about partnering. By bundling products tailored for new buyers, it enhances your brand’s value. You know why your store matters and why gun ownership is important, but you need to demonstrate this to people who don’t see our industry’s value.
Educating (And Engaging) Non-Firearm Owners
We are all well aware our industry is consistently misconstrued. Many non-firearm owners harbor misconceptions or fears about firearms. So simply telling someone who has never so much as seen a gun in person that they “need” a product is just not enough.
There is no “one-size-fits-all” when it comes to guns and firearm accessories. Sure, there are better products than others, but every single person has his or her own preference. Take the time to learn the best sellers in your local market, and then take even more time to learn which of those represent the best fit for a new gun owner.
Some of you may roll your eyes and think, “I know everything about my inventory. What does she know?” So, I’d like to ask: When was the last time you sat down with a new customer and learned what products they are interested in and why?
When someone who is new to the industry walks in the door (whether it be your physical store, or online) and starts asking questions that may seem elementary, you should go above and beyond for them. The only way to change our industry’s reputation from “gun-toting gangster” to “helpful hero” is by treating every single customer with respect — especially new buyers. This approach not only attracts first-time buyers but also builds long-term customer relationships based on trust and support.
Education is a powerful tool for broadening your market reach. By providing educational resources, workshops and seminars focused on the importance of firearms, their proper usage and safety protocols, you can demystify these concerns. You can even partner with certified safety instructors who offer classes in person or online to establish your brand as a responsible and knowledgeable entity.
Embrace Modern Technology
How often have you said, “We don’t need marketing. We sell just fine with word of mouth?” Guess what? You’re wrong.
Technology is moving forward at warp speed, and I know for a fact too many of you barely have a functioning website. Leveraging modern technology is essential to your future as a retailer.
Knowing where to start can feel overwhelming, but even taking baby steps toward using modern marketing tools (yes, like AI) can enhance every aspect of your business. If you do not know where to start, there are plenty of firearm-specific marketing agencies offering assistance in this area. Many of these agencies are willing to work with any budget. Any budget.
A well-designed website and an active social media presence allow you to reach a broader audience and engage with customers directly. Sharing informative content, updates on new products and customer testimonials builds trust around your brand. Online tracking platforms, like Google Analytics, provide valuable insights into your specific customer’s behavior.
Knowing your customer base and their buying patterns enables you to tailor your offerings to meet evolving demands. It’s like having a crystal ball, but more accurate and less preposterous.
Cater To Female Firearm Owners
For some time, one of the fastest-growing demographics in our industry has been female firearms owners. According to several recent studies, women now account for nearly 40% of all first-time gun buyers in the U.S. This shift presents a significant opportunity for retailers and manufacturers to cater to their specific needs and preferences.
Creating products and marketing strategies that appeal specifically to women can help tap into this still-burgeoning market. This includes offering firearms ergonomically designed for smaller hands, stylish yet functional accessories and personalized training sessions.
Understanding and respecting the unique motivations and concerns of female firearm purchasers can lead to increased sales and brand loyalty.
Change In Approach Needed
The future of our industry depends solely on our ability to reach new firearm owners. It’s inevitable we will continue to lose our Second Amendment rights if the way we sell does not change. The world has changed. Consumers have, too. The way we sell firearms has not.
Fear is driving a wedge deeper between our industry and those opposed to it. The only one who can mend this is you. Now is the time to embrace the opportunity to grow and evolve.
Let’s work together to rebrand the industry. Let’s remind the nation we’re the reason for its existence, and show them how we can positively influence the future.
