Precision Shooting Report

What To Expect In 2021 & Beyond

Written By Shannon Farlow

2021

Image: Howard Communications

Precision target shooting has evolved into one of the hottest segments for FFL dealers across the country. The number and variety of long-range competitions have likewise increased exponentially over the past decade. F-Class is now recognized as one of the fastest-growing shooting events in the world, while the Precision Rifle Series (PRS) boasts more than 6,000 participating shooters.

The category’s potential seemed unlimited — then 2020 happened. Historic sales, driven by the coronavirus pandemic, civil unrest and uncertainty surrounding the election resulted in unprecedented shortages of firearms and ammunition of all types. Months later, manufacturers are still scrambling to address this seismic shift.

If consumer fears continue to propel the firearms industry in 2021, what will this mean for the long-range precision market? Will the growth of that segment begin to fade? How can dealers continue to successfully promote precision target shooting if the market is focused on home and self-defense?

To help answer these questions and more, Shooting Industry spoke with Mike Blackwell, owner of Big Boys Guns, Ammo & Range in Oklahoma City; Hunter Brooks, store manager at Green Top in Ashland, Va.; and Miles Hall, senior advisor at the business consulting group Hall-N-Hall. Here are several of the insights from our panel.

How has the precision rifle market been impacted by COVID-19?

Brooks: I believe every aspect of the industry was impacted in some way by COVID-19. We have seen a gradual increase each year, with growing interest in precision shooting. A large part of it is the annual long-range shooting event we put on for our customers. Unfortunately, we had to cancel this year, but experienced no decrease in sales.

Blackwell: The precision market was impacted the greatest early on by the availability, or lack of availability, of ammunition. In the late summer and fall, the lack of availability of firearms also impacted the market.

Hall: The short answer is dealers are doing yeoman work trying to serve the incredible number of guests. There are so many new buyers and their goal is to keep the welcoming mat out. Every store we work with is of the belief this will be a steady and strong future.

Do you anticipate the precision rifle market will remain “hot” in 2021?

Brooks: I anticipate the market to remain hot in 2021. The industry continues to deliver innovative products, calibers, optics and firearms.

Blackwell: No, I think there will be a slowdown because of the lack of ammunition and reloading components.

Describe your typical long-range precision shooter. Are you seeing more women and minorities entering the shooting sports over the last few years?

Hall: They run the spectrum mostly because the buying base today is so diverse. Our last review of the guest base showed the ages were low- to mid-30s. The gender ratio of male to female is almost 50/50 now. Females are higher in some areas by a couple of points.

Blackwell: Typically, they’re a younger crowd who wants something to do with their friends. We’ve seen more of both demographics entering the shooting sports, but not particularly the long-range segment.

Brooks: Our typical long-range or precision shooter is a middle-aged male. We have seen large growth in female shooters over the past decade, and an incredible increase in minorities purchasing firearms this past year.

“The wise will always communicate AND advertise. You’re planting seeds for the future and the best never forget it.”

Miles Hall, Senior Advisor Hall-N-Hall Edmond, Okla.

Should dealers encourage the first-time gun buyers of 2020 to take part in long-range shooting to enhance their skills? Or would it be more beneficial to focus on shooters who were customers prior to the rush of 2020?

Blackwell: Both. Both groups of shooters, first-time buyers and prior customers, can help build the long-range shooting segment of the industry.

Brooks: I always love to see new shooters enter this market. Though the number could be low, reaching out to the many new gun owners of 2020 can still have a tremendous upside. We’ve always believed one of the best accessories to sell your customer is education.

Hall: Most all new owners entered for self-defense reasons. Many of those are finding out the shooting sports is much larger, with many options to fill the emerging needs and, of course, the excitement level.

Springfield Armory Model 2020 Waypoint

Hornady BLACK 6mm ARC

How are you promoting products in the precision shooting category?

Blackwell: We’ve not been able to due to the lack of availability of both firearms and ammunition.

Brooks: One of the most attractive ways we’ve promoted products in this category is with “Performance Combos.” We use our expertise to match particular rifle and scope combinations (also combined with bipods, bubble levels, stock enhancements, etc.) in certain price points and applications (precision, hunting or rimfire). We display these combos for customers to view. The bonus is we sight-in the rifles prior to selling them and provide a test target with our recommended factory ammunition. Yes, we take some of the fun out of it by sighting them in first, but this is huge for customers who do not have time or a place to sight-in their rifle.

Hall: The wise will always communicate and advertise. You’re planting seeds for the future and the best never forget it.

“There’s quite a buzz with the new 6mm ARC. It is a more diverse cartridge that will work for both hunting and long- range applications.”

Mike Blackwell, Owner Big Boys Guns, Ammo & Range Oklahoma City, Okla.

Have any cartridges challenged the dominant 6.5 Creedmoor? Are there any new rifles changing the precision shooting scene?

Hall: It’s a great round to be sure, but with availability being such a challenge, this will be a moving target for dealers and enthusiasts alike for the next year, or even two years.

Brooks: The 6.5 Creedmor is no question the dominant caliber. The 6.5 PRC is gaining speed (literally) and I can see this caliber becoming more and more popular. With ammo shortages, I still find .308 Winchester remains popular. There always seems to be .308 available. Larger .30-caliber rifles are coming in hot also. The .300 PRC and .300 Win. Mag. continue to attract shooters who are looking to bulk up. And don’t forget the .338 Lapua.

Blackwell: There’s quite a buzz with the new 6mm ARC. It is a more diverse cartridge that will work for both hunting and long-range applications. As far as rifles go, there has not been anything released recently to change the scene. There hasn’t been much innovation in the long-range precision segment.

Despite seeing increased interest over the past year, Mike Blackwell predicts ammo
availability will be the greatest inhibitor of growth in the precision market.

Are shooting accessories, such as optics, wind-detection instruments and targets readily available these days? Can dealers find the necessary components to set up long-range rifles for customers?

Brooks: We’ve found the demand for long-range or precision-shooting products is not as high as the handgun market. I expect obtaining accessories for precision shooting will be feasible. There were many moments in 2020 where optics became scarce, however we are seeing the availability get increasingly healthier. I say promote more products like this while they’re available.

Blackwell: Yes, however, the availability of the scope they want may be there, but the rings or bases may not be available and vice versa.

Hall: Yes, and the hope of the dealers is the base will grow as manufacturing gets back in full swing.

It’s looking likely fear will be a primary sales driver again in 2021, do you think customers will buy long-range setups for target shooting and competition? Or will it be mostly those anxious buyers looking to buy anything they can to protect their family?

Blackwell: As we have seen over this past year, customers, especially new gun buyers, will be looking for anything they can buy to protect their family.

Hall: New shooters are all about the experiences. They’re in the honeymoon stage now, if you will. Now with that said, the looming drama of politics will be strong for all. The key to success is in getting all the new shooters taught and engaged.

Brooks: I’m sure we’ll most likely see more of the “fear buying” in 2021 based on the new administration, talks of gun legislation, civil unrest, etc., if these issues remain. If .22 rimfire ammunition wasn’t so scarce, I’d expect to see another surge in rimfire precision rifles. This portion of the precision world has been fun to watch. There are so many possibilities to continue the growth of long-range precision rimfire.

What do you predict will be the greatest challenge to generating interest in the precision shooting segment moving forward?

Blackwell: Ammunition. Between lack of availability and price increases, new long-range shooters will look elsewhere to develop their skills. They will find less expensive avenues to develop their shooting skills.

Hall: Advertising, product availability and great service.

Brooks: The greatest challenge in generating interest will be to get customers the hands-on experience. I have witnessed firsthand the excitement people experience when they are able to ring a steel plate at 600+ yards — especially new or younger shooters. This is where having events like our long-range demo event are so important. Being able to deliver an event like this with the help of multiple vendors to our customers is worth it. Educating and giving people the experience is the first step in the process.

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