Set Your Sights
On Deer Season

Trends To Watch

Last season, hunting participation finally saw the bump conservationists and wildlife officials have been trying to create for more than a decade. As the vaccination rollout continues and pandemic restrictions ease, the question will be whether people continue taking to the woods.

“We’ve probably seen an increase of around 15–20% more hunters since the start of the pandemic,” said James Dean, owner of Norton Sporting Goods in Waldo, Ohio.

When looking at sales of licenses, guns and ammunition and archery-related gear, Dean said the increase was across the board for both gun and archery hunters.

Women and youth participation also increased, but from his perspective, the rate of growth among female hunters has remained steady compared to years past.

To keep the momentum sparked by social distancing mandates and concerns of grocery supply chain instability going, many states are simplifying deer regulations and removing barriers to hunting participation.

With ammunition expected to remain in short supply well into, and possibly beyond, fall deer season, there’s likely to be opportunities to sell historically underrated calibers and archery equipment.

South Dakota completely removed youth hunting-age restrictions, costs or fees, and state legislators in New York are proposing reducing the state minimum age for youth hunters by two years, from 14 to 12.

Last November, the Pennsylvania Game Commission allowed big-game hunting on three Sundays as a trial. Sunday hunting opportunities were so popular the Pennsylvania House Fisheries and Game Committee is considering offering additional Sunday opportunities in 2021.

Pennsylvania has already approved several changes for the 2021–22 season aimed at providing additional opportunity, flexibility and cost savings for hunters. Some of these include a universal antlerless license that can be used across multiple deer management units, the expansion of urban archery season in select counties and changes to supplemental and recreational deer feeding regulations.

Pay close attention to changes in your state, as they may influence the types of products you should stock this coming season.

Of course, the biggest challenge facing firearm and sporting good retailers is the availability to stock products at all.

“If I could buy hunting ammunition now, I would,” Dean said in March. “Last year I started ordering and taking stock in May, but pre-pandemic I would typically start stocking shelves in August or July at the earliest.”

In the 4–5 days following disbursement of the latest round of stimulus money, Dean said gun and ammunition sales have tripled to the point of limiting ammunition sales to only the purchase of a gun. He expects the inability of supply to meet demand to continue into deer hunting season.

Guns & Ammunition

The two calibers Dean expects to be the most popular in Ohio are .350 Legend and.450 Bushmaster since the state only legalized straight-wall cartridges for big-game hunting in the past decade.

“We’ve seen a greater interest in the .350 Legend compared to the .450 Bushmaster, especially paired with an AR-15 platform,” he said. “They’re lighter weight, have less recoil and are a great option for women and kids just getting into hunting.”

Pandemic and ammunition shortage aside, the shooting world is seeing more new cartridges introduced than it has since the early 2000s. Some of the newer cartridges to keep an eye on include the 6.8 Western, 6mm Creedmoor, 6.5 PCR, .300 PCR and 6.5 Weatherby RPM.

With these cartridges increasing in popularity, we’re also seeing several new 6.5 and .300 PCR rifles for 2021.
Springfield Armory introduced a brand-new family of rifles with the Model 2020 Waypoint. It features an adjustable carbon fiber stock in Evergreen or Ridgeline camo and the option of a steel or carbon fiber barrel with a .75 MOA accuracy guarantee.

Savage released its latest hunting rifle, the Savage Impulse Straight-Pull Rifle. It’s available in three models — the Hog Hunter, Big Game and Predator— and four calibers (6.5 Creedmoor, .30-06 Sprg., .300 Win. Mag. and .308 Win.). The Savage Impulse offers quick shooting and is perfect for hunters looking for accuracy at a distance.

New For Archery Hunters

While there is much debate over whether crossbows should even be considered archery due to advanced technological innovation, there’s no denying their popularity among hunters continues to grow. With more states legalizing their use for big game in recent years, crossbows have begun outpacing vertical bow deer-harvest numbers.

The Excalibur TwinStrike crossbow is the first of its kind, with DualFire technology allowing hunters to accurately fire two shots from a single crossbow. A front trigger fires the top rail while a back trigger fires the bottom rail, allowing a second shot within milliseconds. The TwinStrike is legal in any state where crossbow hunting is legal and is sure to be a game-changer for many seasons to come.

Key Takeaway

The reality is the pandemic created new hunters, and it’s up to the states, manufacturers and retailers to find a way to keep up with the growth. When trying to meet the needs of both new and experienced hunters, pay close attention to trends and changes to regulations.

With ammunition expected to remain in short supply well into, and possibly beyond, fall deer season, there’s likely to be opportunities to sell historically underrated calibers and archery equipment.

And remember, when ordering inventory, don’t forget gear and apparel for women and youth hunters. Capturing this consumer segment is key to securing new customers for generations to come.