The New Female Gun Owner

There’s no question we’re living in an incredibly tumultuous world today. Every day it seems there’s a new reason Americans are worrying about their safety. Most people understand the Bill of Rights, notably the Second Amendment, was envisioned to be non-political. Over time this fact has become lost, and the once-understood foundations of our nation have become polarizing political issues.

This self-induced division has been exploited across the spectrum for many reasons; however, the chaotic events of 2020 have created an environment in which Americans are looking beyond politics and realizing the importance of self-defense. While the firearm industry is no stranger to those who make personal defense a priority, this year’s events have brought an unexpected customer to the gun counter: Women.

A close look into what’s fueling this increase of female firearms owners reveals a gradual, 100-year development. Although the constant barrage of COVID-19 fear, protests, rioting and increase in random acts of violence against citizens may be the biggest catalysts for the recent growth, some underlying fears go back to the 1999 case of Gonzalez v. Town Of Castle Rock, which involved the enforcement of restraining orders. It was made relevant again in 2005, when the Supreme Court ruled the enforcement of a restraining order was not mandatory under Colorado law.

Imagine being a victim of domestic violence or sexual assault and being told to get a restraining order only to learn it’s essentially a useless piece of paper that has no legal mandate to enforce. If an individual is unable to rely externally for protection, the next logical step is to seek the ability to provide for their own health, safety and well-being. This year, an estimated 3 million women have done just that.

Taking these issues into consideration, how does a retailer adapt to accommodate this year’s surge of ladies? Interestingly, the answer may be as simple as looking to the very document guaranteeing our inalienable rights — the Constitution — specifically, the 19th Amendment. Yes, I’m talking about being focused on something other than the Second Amendment. You already know what to say to the pro-2A customer, but can you speak the language of the 19th Amendment?

Beware Of Impressions

With gun stores being the proverbial gateway to new firearms ownership, first impressions are crucial from both a business and client perspective. Employees, with the proper approach, can be the difference between a potential new owner’s lifelong appreciation of firearms or reinforcement of negative perceptions and stereotypes. Does your store or range provide a focused, neutral and professional environment? Think about the perspective of an outside observer who may have never been to a similar establishment — what impressions do you think they will have?

Just as your immediate impression of a Subaru with a Biden 2020 sticker creates a mental impression of who’s driving, the same goes for the Trump 2020 poster on a storefront widow. Now, what if the Subaru was pulling into the local gun shop or range; does the perception change?

You already know what to say to the pro-2A customer, but can you speak the language of the 19th Amendment?

Again, the Constitution is a non-political document — just as the inherent right of self-defense applies to everyone. It’s up to us, inside the industry, to make a positive first impression, embrace potential new supporters of the Second Amendment and help educate them. This can be accomplished even before a potential customer enters your store or clicks on your website.

Positive Messaging

When considering marketing to this new customer, think past the aesthetic of your storefront and focus on utilizing social media and your website presence as an effective marketing strategy. Finding creative ways to bridge perception and reality is effective for a wide audience. For instance, even women who typically aren’t “fans of guns” have positive opinions of remarkable women in American history. Content including stories from strong, independent figures like Annie Oakley, Margaret Corbin and, of course, Susan B. Anthony are appealing and inclusive to a non-traditional gun-store customer.

A cohesive in-store experience that dovetails with this digital marketing plan will reinforce the welcoming environment these new firearm owners will not only love, but will also make them feel comfortable sending referrals.

Partnering with like-minded firearm instructors will also lead to greater client satisfaction. NSSF studies indicate approximately 25% of first-time buyers had already taken some form of firearms safety course and 63% inquired about taking a firearms safety course in the near future.

If you can develop partnerships with instructors from diverse backgrounds, it will lead to inclusivity and reinforce a positive experience in your store. This in turn will encourage these women to become comfortable with their new firearm purchase — strengthening the voice of gun owners, and the industry, as a whole.

A Worthy Investment

In reality, a gun store is the “front line” of the fight for the Second Amendment. A non-traditional customer who feels welcomed and comfortable will be more receptive to firearms ownership, as well as continued training. (This also creates a customer who is far less likely to sell their guns back to a pawn shop when they think it’s “safe.”) If successful, you may see that Subaru owner scraping the Biden 2020 sticker off of her car, helping educate others, referring family and friends and becoming a fierce defender of the Second Amendment; all while supporting a local business.

For a few hours of brainstorming, small changes to media, marketing and storefront appeal, you can ensure your success in supporting the next few million first-time gun owners. Not a bad return on investment!

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