In The Spotlight

Here in August, the hours of daylight are already becoming a little shorter — a reminder that in just a few short weeks, we’ll have as many hours of darkness in much of the country as sunlight. Yet, throughout the year, there are times when casting some illumination is necessary.

It can be for the hunter who heads out in the pre-dawn hours to a favorite spot, or just when the power goes out and every sound in the house seems to be equally amplified and foreboding. Even as our modern smartphones offer a flashlight feature, the fact remains there are never enough portable lights when you need them most!

This presents opportunities for gun shops, large and small. 

“Flashlights are one of the most effective add-on sales opportunities for dealers looking to boost their bottom line while delivering real value to their customers,” explained Brian Tripp, vice president of sales at 5.11 Tactical. “Whether it’s for everyday carry, outdoor adventure or professional use, a high-quality flashlight is an essential tool that complements a variety of gear purchases.”

Conversation Starters

Even though flashlights are an accessory almost everyone needs at some point, most customers will look right past them if they’re not actively in need of one. There can be a wall full of options, and even flashlights on the counter, yet they might as well be invisible most of the time.

“Lights don’t sell themselves,” Teri Clark, co-owner of BigShots Indoor Range in Lincoln, Neb., told Shooting Industry. “We offer a variety of light options from weapon lights, EDC, home use, travel and for those who want non-lethal defense. Rarely does a customer start out looking for a light. After a little conversation and learning their needs, we can fit the customer with the right product.”

Clark added the conversation can turn to high-lumen lights, which can also be carried in a backpack, purse or pocket.

“Lights in the gun case are also a conversation starter for the looky-loo, not to mention an option for those who don’t want a firearm or are restricted because of where they work and travel,” she shared.

Offering A Tactical Advantage

Where there has been increased attention on lights is in models that provide a tactical advantage in home-defense situations.

“Flashlights have become one of the fastest-growing categories in the shooting industry. Over the past decade, their popularity has surged — driven by training, real-world demand and shooter communities that understand the importance of visibility and tactical advantage,” said Neal Conner, director of marketing at Hyatt Guns in Charlotte, N.C.

Connor contended the “flashlight debate” has boiled down to one key “battlefield,” namely, throw vs. flood.

“Throw is the flashlight’s ability to project light over long distances,” he explained, “It is perfect for identifying threats at range — ideal for rifles and open environments.”

This contrasts with flood, which provides a wide beam able to saturate the immediate area with light.

“It is best for CQB (close-quarter battle) scenarios of drills under 50 meters — great for pistols and close-quarters defense,” Connor continued.

Retailers should be ready to provide some insight because many customers may have an idea of what they need when buying a home-defense firearm.

“Many brands of high-quality tactical lights on the market are able to provide the end user a tactical advantage when the need arises. Our philosophy when selling a light to a customer is to purchase a light with high enough lumens to both illuminate your target and disrupt the vision of your adversary,” said Jim Clark, co-owner of BigShots Indoor Range.

Jim told Shooting Industry many consumers don’t understand a basic principle — how many lumens a light should have to be effective. 

“Many of the cheaper lights will have a wide beam and are not great unless you get into the 1,000-lumen range, while some of the better focused-beam lights provide an intense beam with only about 500 lumens,” he noted.

“Our advice is to purchase the best light you can afford with at least 1,000 lumens; this should be sufficient for most people when used for home defense,” Jim added. “In any case, whether you have a mounted light on your firearm or you carry a handheld light for home and personal defense, in our opinion, it is truly a necessary piece of kit to have for daytime or nighttime defense.”

Connor agreed with this assessment, adding in today’s environment, a light isn’t just an accessory.

“It’s a necessity,” he emphasized. “It gives the shooter visibility while simultaneously blinding and disorienting a potential threat.

Selling Light

Flashlights are a product many consumers may opt to pick up another time, believing it is something more easily purchased online or at the local Home Depot when buying mulch. This is why retailers should be prepared to explain a quality flashlight is something no shooter should be without.

“Flashlights can be positioned as not only an accessory, but an essential tool. There are some lights that are like multi-tools, which can tackle numerous tasks. Then there are the specialty lights designed with a specific task in mind. The key is to identify a need and then determine which light(s) work best by meeting the customer’s needs and applications,” stated Allen Lance, Streamlight VP of sales. 

Lance said the counter staff should be ready to put the spotlight on basic requirements while asking the customer how it might be carried.

“The retailer can also make recommendations that can make the weapon system work more efficiently, and deliver a better user experience for the consumer,” Lance continued. “A shooter with a weapon-mounted light experiences a more secure grip on his/her handgun than by drawing a separate handgun and light from concealed carry. As a result, the shooter is more likely to hit what he/she is aiming at. Using a mounted light on your EDC weapon can provide the most effective two-handed firing grip possible; it can also allow a free support hand to accomplish other actions fast.”

Sales staff should also be able to address the key selling point of the latest trends in flashlight technology, including USB-rechargeable offerings, lights with dual switches and those with high lumens capable of illuminating a dark alley, vehicle or outdoor path. Being able to address key points can help “seal the deal,” added Lance.

A Proverbial Spotlight On the Floor

Though lights might be invisible when a customer walks into the shop, having some dedicated space on the sales floor is still recommended. First, as noted, it allows the sales staff the opportunity to direct customer attention to the offerings. As importantly, some customers will be drawn to it.

“We have several feature lights on a dedicated shelf in the gun cases,” said Teri Clark. “Having the product out of the package they can demo, hold and see in our dark/lowlight classroom really makes a difference.”

Likewise, shops can maximize sales by positioning flashlights as a must-have accessory.

This can include “bundling them with firearms, survival kits or work gear and offering in-store demonstrations and educating customers on the advantages of reliable illumination in both emergency and daily scenarios,” suggested Tripp. “By framing flashlights as a critical part of a preparedness mindset, dealers not only increase revenue but also strengthen customer trust and satisfaction.”

Read More Shooting Industry August 2025 Issue Now