Understanding Would-Be, First-Time Firearm Customers

Over the past few years, Southwick Associates and NSSF have been learning more about the unique groups, or segments, that make up the U.S. firearms market. These insights are proving very valuable in helping businesses better understand and serve not only current customers, but also potential new customers.

As part of these endeavors, we discovered when the firearms market began to decline after the last presidential election there were still 24 million Americans interested in purchasing their first firearm. Wanting to convert interest into action, an additional research effort was then launched to learn more about these would-be firearm owners, where they can be found and how to best encourage them to commit to visiting a retailer to purchase their first firearm. Here’s an overview of what we found.

Breaking Down The Eight Segments

Would-be, first-time firearm buyers can be separated into eight distinct groups, which are then separated into two overarching categories: protection and non-protection. The first five segments listed in the facing table are the recreational and lifestyle segments: Aspiring Hunter, Fun Fanatic, Learner, Anxious Buyer and Aspiring Target Shooter. The other three are all protection-minded: Unarmed Aaron, Weaponless Wendy and the Unprepared Protector. (While the Unarmed Aaron and Weaponless Wendy segments share primary motivations, they’re differentiated by gender.)

Trying to reach all potential first-time buyers with a one-size-fits-all approach is a sure way to generate minimal returns from your marketing dollars.

Finding potential new customers means using media sources often not familiar within our trade. Facebook (despite the difficulty posting content regarding firearms) along with YouTube and Instagram are the top social media sites used by this audience. Other sources include magazines (with topics ranging from general sports, food and drink, science and tech and even entertainment) and television (crime dramas, local news and “hangout” comedies are their favorite types of shows).

Safety, Safety, Safety

A special note can be made about safety. Unlike most current firearm owners who understand how to own and use a firearm safely, these potential new buyers don’t have the same level of knowledge. They didn’t grow up around firearms and don’t have someone close by to mentor them.

Overall, they appear less concerned about their own safety as they are about the safety of those around them. Will they do something foolish at the range? How can they store the firearm safely with kids in the house and still be able to access it? What if the time comes when they need to defend themselves — will they be able to respond properly and maintain control of the situation?

These are among the key points related to uncertainty our customers need to know before they think about actually visiting a dealer.

One Size Doesn’t Fit All

Considering the uncertainty and safety concerns in the minds of potential new customers, it’s up to the industry to educate them and help them understand things like the firearm options available and how to safely own, store and use a firearm. In doing so, make sure you address each segment based on their unique motivations, interests and preferences. Trying to reach all potential first-time buyers with a one-size-fits-all approach is a sure way to generate minimal returns from your marketing dollars.

A free PDF of the “Future Gun Owners Of America” report is available at www.southwickassociates.com/nssf-first-time-firearm-buyers-segmentation-summary.

Editor’s Note: In the wake of the COVID-19 pandemic, Southwick Associates is revisiting this data to investigate how it has changed behaviors and motivations of would-be, first-time firearms owners.

Close Look: “Weaponless Wendy”

While the details for all eight segments are available within this free report the messages and imagery here tested most effective with one segment, Weaponless Wendy. Once you’re in front of this consumer, knowing what to say, how to say it and the types of imagery to best capture her attention is vital.

Actual ads would need to be developed by professional designers, but these messages and images — tested independently of each other — show the concepts that would best resonate with members of the Weaponless Wendy segment.

First, they think their fears can be overcome by carrying a concealed firearm with confidence and the proper skills as shown by the woman in Image A. The tagline describes a core motivation.

Image B is in tandem with the first, showing her there are friendly places and competent, agreeable people ready to help — along with a tagline that also connects with her core concern and motivation.

Accompanied by information that can help her to take action — such as upcoming classes for first-time female shooters — ads based on these concepts will encourage more women to buy their first firearm.

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