Actions Speak Volumes

Written By Jade Moldae

2020

In the midst of uncertainty, one objective is clear in 2021: Dealers and the industry should focus on
equipping first-time gun owners to become repeat customers and lifetime enthusiasts. Shooting Industry
will be uncovering successful strategies for re-engagement along the way. (Image: Ken Perrotte)

“Uncertainty” has been a central theme throughout 2020, so why would the election be any different? Writing this mid-October, it’s difficult to envisage how Election Night will play out — there’s a strong likelihood a winner won’t be declared until days or even weeks after Nov. 3.

Amidst the uncertainty of this year — surrounding COVID-19’s spread, states reopening (and closing again), social unrest and, yes, the election — Americans have exercised their right “to keep and bear Arms” at sustained, unprecedented levels. As has been widely reported in this issue and elsewhere: nearly 5 million first-time gun owners have joined our ranks this year. Their actions speak volumes — and will have long-term effects on the trajectory of our industry.

The result of the 2020 election cycle aside, a focal point for dealers (and the rest of the industry) has to be transitioning these first-time gun buyers to repeat customers and lifelong enthusiasts. As we approach the end of this year — potentially entering into another era of uncertainty — you can count on Shooting Industry’s coverage to shed light on how storefront dealers and range operators are welcoming this tidal wave of new shooters.

Entering Uncharted Territory

Through Sept. 30, there have been 15,458,033 NSSF-adjusted NICS background checks in 2020. This figure already eclipses the entirety of 2019 (and outside of 2016, every other calendar year in the system’s history).

When October’s figures are released, it will represent uncharted territory — smashing 2016’s record of 15,700,471 NSSF-adjusted background checks with two months to spare.

Since March, year-over-year comparisons are astonishing: with background checks rising 80.4%, 69.1%, 75.2%, 135.7%, 122.5%, 51.2% and 61.4%, over the corresponding month in 2019. Q2 (Apr.–June) and Q3 (July–Sept.) 2020 represent peak quarters, totaling 5,451,599 and 5,165,308 NSSF-adjusted background checks, respectively.

Months of unrelenting demand has made it a challenge for the entire supply chain: be it at the manufacturing, distributing or retailing level. It’s further compounded by memories of an oversaturated market in 2017 after a 2016 buildup, which is impacting short- and long-term plans in 2020.

Whether you’ve been in the industry three decades or three years, we’re wading through this “unchartered territory” together.

Next month kicks off Shooting Industry’s 2021 New Business Year coverage, which includes resources — like Part 1 of the 2021 New Product Showcase and the Buyer’s Guide — that will be referred to throughout the year. The perspectives of dozens of store owners and industry professionals will appear in that issue, and we want to hear how you are approaching this “new normal” (whatever “normal” looks like) moving forward.

These “front line” insights are invaluable. Share yours with us, anytime: editor@shootingindustry.com.

Orchid Expansion Benefits Dealers

Orchid Advisors has expanded its operations to include business technology and firearm payment processing. A new entity, Orchid Solutions, will augment Orchid Advisors’ firearms compliance business and launched its first products: Orchid Pay and Orchid Gun Show. Orchid LLC, a new legal entity, is now parent to both business units.

“With this expansion, the Orchid team is better positioned to improve regulated FFL operations and consumer transactions,” said Shaun Phelan, Orchid VP of sales and marketing.

Orchid Pay offers fixed-rate payment processing for firearm businesses that wish to accept customer credit cards without the concern of an anti-firearm bias. Orchid Pay was designed for gun shop, shooting range and manufacturing business owners who sell in-store, online or at sanctioned gun shows. Core to the product is the ability for new industry entrants to be able to apply and accept credit card transactions in less than 72 hours.

Orchid Gun Show is feature-rich point-of-sale (POS) software designed specifically for small business owners who require mobile POS flexibility, inventory management, accounting and dynamic reporting. It can be used simultaneously at a sanctioned gun show and retail store or can seamlessly transition back and forth without additional hardware. Dealers, gunsmiths and armorers who seek additional features can opt for Orchid Gun Show Plus or Orchid Gun Show Select.

“We’ve focused our next wave of growth on areas of the market that remain underserved — technology and payments for engaging the millions of consumers who shop at small gun shops and the over 5,000 annual gun shows,” said John Rydberg, Orchid CEO. / orchidllc.com
/ orchidsolutions.com / orchidadvisors.com

HuntStand Partners With ATA, Unveils Archery Retailer Map

HuntStand has partnered with the Archery Trade Association (ATA) under which it will offer discounts to ATA members and has spawned HuntStand’s all-new ATA Retail Locations Map Layer. It instantly connects HuntStand Pro users with ATA member retailers across North America.

“We’re honored to support the ATA and expand the capabilities of HuntStand to include highlighting its trusted member retailers,” said Lanford Holloway, CEO of Terrastride, HuntStand’s parent company. “The ATA has been at the forefront of inspiring archery industry growth and our company is proud to support its efforts to preserve the sports of archery and bowhunting.”

As part of the partnership, ATA members will receive discounts on HuntStand Pro memberships and custom printed maps. In addition, the organization will promote its member programs and services through the app and HuntStand’s extensive database.

The new ATA Retail Locations Map Layer not only shows all the thousands of North American locations of ATA member retailers; users can click on any location to see the business name, address, phone, hours, website, services and more.

“ATA is fortunate to have HuntStand among its trusted partners helping grow the sports of archery and bowhunting,” said Matt Kormann, ATA president and CEO. “We’re especially grateful for HuntStand’s new ATA Member Retail Locations layer that will help our retailers reach more customers as bowhunters are planning and preparing for their time in the field.” / huntstand.com / archerytrade.org

Celerant Customers Boost SCOPE CLX Reporting

Celerant Technology announced more than 100 opt-in customers have contributed point-of-sales data in support of NASGW’s SCOPE CLX data-sharing program for FFL dealers.

Managed by NASGW, SCOPE CLX collects and aggregates point-of-sale data from FFL retailers across the country. The aggregated data, which is completely anonymous, provides information about product performance, consumer demand and market trends.

“We’re excited to offer this free information on product sales for the benefit of FFL dealers, and to begin a new chapter of market analysis in our industry,” said Easton Kuboushek, NASGW director of data programs. “Thank you to already over 100 opt-in Celerant clients for your partnerships — we wouldn’t be here without your trust and support!”

As a preferred point-of-sale vendor for NASGW, firearm retailers can participate in SCOPE CLX through Celerant’s point-of-sale solution (both Cumulus Retail and Stratus Enterprise integrate with the data-sharing program) enabling them to share retail data, and obtain valuable analytics in return.

“By integrating with SCOPE CLX, Celerant is able to provide FFL retailers with a great deal of analytics to help them keep a pulse on the market and compete,” stated Michele Salerno, Celerant director of marketing. “The strength of the analytics is based on both the quantity and quality of the retail data shared with SCOPE CLX. We’re excited Celerant dealers already account for over 50% of the point-of-sale data collected for analysis. Access to SCOPE CLX is offered to our FFL retail clients at no cost, and we are confident this program will provide tremendous value to our dealers and the industry, especially as the project grows.”
/ celerant.com/partner/scope-clx

SCI Launches Education Campaign

To combat smearing from anti-hunting organizations, Safari Club International (SCI) has debuted a “Hunt The Facts” campaign to highlight how hunters serve a crucial role in protecting habitat and wildlife conservation — while offering tangible benefits to the communities and countries in which they hunt.

In order to push back against the anti-hunting movement on social media, SCI will be introducing a series of graphics highlighting myths perpetuated by the anti-hunting crowd and provide facts, scientific data and economic information to dispel misinformation. All of these resources are now housed in a new section of the SCI website, providing a library of scientific information and other materials that clearly show the truth about the positive impact hunting makes toward wildlife conservation and the economic support it provides rural communities around the world.

SCI is well-versed in these battles, being an active supporter of hunter’s rights for 50 years. Most recently, SCI’s government relations team led the fight in the California State Assembly to push back against S.B. 1175, a poorly masked and expensive attempt to ban the import of legally harvested animals in range states outside the U.S.

Earlier this year SCI’s conservation team spearheaded communication efforts with Botswanan wildlife officials to inform the public about the country’s renewed hunting policy as a scientifically backed method of balancing human and wildlife cohabitation that also incentivizes rural communities to take part in conservation.

Late last year, SCI fought for, and was ultimately successful in, advocating for a clearer and more flexible criteria for delisting animals from the Endangered Species List once the species has clearly recovered. The new rule as set forth by Interior Secretary David Bernhardt removed the one-size-fits-all blanket restrictions for “threatened” species and will instead charge the U.S. Fish and Wildlife Service with creating special rules tailored to each individual species.

SCI urges social media users to use the hashtag #HuntTheFacts to spread the truth about hunting and fighting back against anti-hunters. / safariclub.org

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