Handgun Sales
No “One-Offs” Here

Personal protection was on the mind of many people as the world struggled through a tumultuous 2020 blistered by pandemic, politics and civil unrest. Gun sales soared. Ammunition became scarce. What was available sometimes became expensive. It’s a real-life Economics 101 lecture on “supply and demand.”

Handguns were among the top-selling firearms. Rarely, though, is a handgun sale a “one-off” proposition. Accessories round out the deal, whether they relate to form and function, safety or security. Helping customers decide what is best for them in the way of accessories and making sure your store is equipped to support those sales is essential for any business.

Concealed Carry Facilitators

Concealed carry, whether in a purse or on your person, presents formidable options for novices. Total firearm weight, ease of access and drawability, comfort, price and an assessment of a customer’s potential, actual need for the firearm are important considerations. For concealed firearms that likely would not be used for anything other than close-range defensive purposes, accessories such as red or green dot reflex sights or lasers may not be essential. Suitable holsters or other carry options, though, are always important.

Etienne shared Turner’s customers like laser grips when they come as a factory accessory, but they have challenges selling them as an add-on.

“It is one of those accessories customers really need to experience to see the value in them and it can be challenging in our retail environment,” he explained.

Brooks said laser grips have always been a “top-10 accessory” for Green Top.

“Other than the cool factor, I see many beginners and women have the most interest in these. I believe a laser sight gives more confidence to the shooter,” he said, adding another selling point is a laser can, arguably, be a deterrent or potential non-lethal way to eliminate a threat.

Green Top’s customers tend to opt for IWB (inside the waist band) holsters, with appendix carry also popular.

“The selection of holsters today is incredible. We would probably need another 20,000 sq. ft. if we were to carry them all. This is the one accessory I believe most people will accumulate multiples,” Brooks said while listing the myriad carry options, such as pocket carry, IWB, outside waist band, ankle, shoulder, chest, backpack or “bugout bag,” which is really a small, discreet backpack often designed with a firearm compartment.

Make Secure Storage Count

Secure handgun storage is an evolving merchandise area where manufacturer innovation is blending well with retailer abilities to showcase and demonstrate the product.

Etienne is big on Gunvault and Vaultek, noting Vaultek is a new brand to the space. “It is doing extremely well for us. Their products are very modern looking and technology is cutting edge,” he said.

Green Top also carries Vaultek products, keeping them mounted on display for easy demonstration for customers.

“They’re huge sellers,” Brooks declared.

An interesting phenomenon of the last couple years is manufacturers are often no longer including a molded, sometimes lined case along with the handgun, Smith said. The product is sold in an inexpensive, durable cardboard box. In this situation, Green Top’s sales staff encourages customers to consider buying a case to protect their new and often fairly expensive firearm.

A Case For Snap Caps

Another top accessory for Green Top is “snap caps.”

“We are all fans of including snap caps with handgun sales to first-time buyers or beginners. These are highly beneficial for learning how to load or unload the firearm, dry firing and simple operation of the firearm. Most customers do not know what these are until we introduce them,” Brooks said.

Smith said small items like snap caps are kept close to the handgun displays, and are arranged by caliber in the merchandise counter. This makes it rather seamless for the salesclerks to introduce the item, explain its necessity and then offer a demonstration.

Looking Ahead

Formulating business strategies for 2021 remains a challenge given the uncertainty of the COVID-19 virus pandemic and the supply chain issues associated with making not only routine items, but also mainstays such as ammunition.

Etienne said Turner’s will focus on its new customers, many of whom will need to add items to their kit whether it be extra magazines, gun safes and lock boxes, cleaning gear, etc.

“We’re going to do email blasts focused on accessory offerings geared toward customers who purchased some of our top-selling firearms with sort of a ‘Hey, in case you forgot you need this and it’s on sale,’ feeling to the marketing campaign,” Etienne said.

Turner’s faces what Etienne calls “an extraordinary challenge” in terms of its accessory merchandising and marketing, namely California’s onerous 10-day waiting period for picking up firearms.

Helping customers decide what is best for them in the way of accessories and making sure your store is equipped to support those sales is essential for any business.

“Customers are required to return to the store after their waiting period to pick up their firearm. Some could look at this as a positive as we have two chances to make add-on sales but, often, it can be a negative,” Etienne noted.

The reason is California’s lengthy and arduous paperwork requirements.

“Customers often just want to get out of the store upon completion. More often than not, they find themselves short on time or attention when picking up and decline the offer of add-on items,” Etienne said. The result is customers needing to return a third time for things such as cleaning kits, eye/ear protection, extra magazines and so on.

Etienne said Turner’s tries to compensate, explaining, “We offer a sales spiff or incentive on a wide range of these types of items to encourage our sales staff to take the time to encourage customers to buy accessories at both the time of sale and pick up of their firearm.”

Like Turner’s, Green Top also incentivizes sales. Once a month, Smith shared, one accessory is chosen to be addressed to the customer by the salesclerk. At the end of the month, the clerk with the most sales of that accessory is rewarded for the extra effort.

Training Important

One powerful way to help move accessories is by having a range onsite or in proximity where customers can immediately familiarize themselves with the new gun. Green Top recently opened a new range.

“We’re able to send these first-time gun buyers to the range to receive training to get them familiar with their new firearms and to also get certified to obtain a concealed handgun permit. Training and education are the most important attachments to a handgun sale. This is so important if the customer is a beginner or first-time buyer. It is critical for their safety and others. It also builds a relationship with your customer,” Brooks said.

2021 Priorities

Brooks said expanding training and safety courses at the store’s range is a priority in 2021. He expects new products and technology in the safe-storage line and an increasing selection of quality red dot optics.

“Almost every major handgun manufacturer has an optics-ready version of most of their current models in production now. I believe you’ll eventually begin seeing more optics mounted on target/home defense handguns as well as many carry guns,” Brooks said.

One accessory — well, not really an accessory, but an essential — is ammunition, something in stingy supply at the beginning of 2021. Tools such as snap caps can help with many training scenarios, but there is no substitute for trying to place a round on target.

Etienne said Turner’s holds some ammunition in reserve so new gun buyers can at least purchase a few boxes to ensure they can initially train with the firearm. Brooks said Green Top does the same.

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