Evaluating The First
Half Of 2021

If you want a chuckle, search “things from the past that didn’t age well” and be prepared to revel in both cringeworthy and ironic quotes, ads, posts and articles from times’ past.

In the not-too-distant-past, one such quote that’s well on its way to “not aging well” came from this very column in the Jan. 2021 issue where I wrote, “How daunting it must be to follow a year where the only certainty was uncertainty — go easy on us, 2021.”

Approaching the midpoint of the year, it’s safe to say: 2021 has not gone easy on us.

Political Threats Ramp Up

It took only until early April for President Joe Biden to launch his first salvos against the industry — targeting so-called “ghost guns” and pistol stabilizing braces, among other measures, before adding “this is just the start.”

One decision drawing the ire of the industry and gun owners is Biden’s pick to lead the ATF: David Chipman. After a 25-year career at the ATF, Chipman worked as a senior advisor for Everytown for Gun Safety before moving into a senior policy advisor role at Giffords — two organizations not known for their fondness of firearms ownership.

When asked to evaluate Biden’s first 100 days in office, NSSF President and CEO Joe Bartozzi didn’t mince words.

“I could use a lot of words to describe these first 100 days, but the first one that comes to mind is ‘disappointing,’” he shared. “Incoming President Biden talked about unifying the country, bringing people together, putting aside our differences and joining him for the common good. However, immediately after saying that, he began scapegoating the industry and law-abiding gun owners as the sources of gun violence. That’s been the most disappointing thing to me.”

“It’s a phenomenal thing — people from all walks of life, all creeds and colors, embracing the Second Amendment. It’s been a renaissance for gun rights.”

Joe Bartozzi, President & CEO NSSF

Late May, NSSF staged a virtual Congressional Fly-In (which will be covered in detail next month) due to continued limited access on Capitol Hill. Bartozzi encouraged the industry to remain politically engaged throughout the year.

“Everyone needs to get engaged. If history has taught us anything, it’s rights are a fragile thing. Once they’re taken away, they’re not coming back. All it takes is a group of politicians to wrest control from the people and then it’s over. We must be ever vigilant,” he said.

Consumers Continue To Buy

On the other side of the coin, while 2021 has had its “moments,” consumers are continuing a trend that shows no signs of abating: They’re visiting their local dealers and buying firearms and related products.

Encouragingly, in a topic examined in this month’s Personal Defense Market installment in more detail, consumers from non-traditional backgrounds have become a significant force in the market over the past year.

“It’s a phenomenal thing — people from all walks of life, all creeds and colors, embracing the Second Amendment. It’s been a renaissance for gun rights,” Bartozzi observed.

Through the first four months of 2021, NICS background checks have been strong — with April 2021’s figure of 1,694,118 (NSSF-adjusted) the highest on record. From January 1–April 30, 2021, there have been 7,177,460 background checks, a marked 10% jump over the same period in 2020 (6,519,349).

“There is something fundamentally critical about the right to defend yourself and your family, and people recognized they’re the first line of defense,” Bartozzi said. “They’re continuing to speak with their wallets and are buying firearms and ammunition in record numbers.”

The current political climate is likely to continue as a sales driver, according to Charlie Brown, owner of MKS Supply.
“I don’t think the Biden administration’s going to back off from trying to enact new and crazy legislation,” he said. “They’ll continue to fan the flames, and I don’t think we’ll see a big drop-off in interest in firearms ownership as a result.”

In the midst of continued elevated demand, Nosler VP of Sales and Marketing Pat Mundy shared there is one certainty.
“If we’ve learned anything over the past 15 months it’s unpredictability is the new norm,” he noted.

Dealers, how would you evaluate the first half of 2021? Let us know. editor@shootingindustry.com

NSSM Coming In August

August is National Shooting Sports Month (NSSM). NSSF released some resources for dealers and range operators to begin planning participation in this upcoming annual event.

“With the growing number of new gun owners and interest in firearms, we urge all firearm retailers and shooting ranges to take part in National Shooting Sports Month this August,” said Zach Snow, director, member development for the NSSF. “Now is the time for our industry to put its best foot forward in showcasing how safe and enjoyable the shooting sports are and how easy it is to get involved. Start informing your customer base through your e-newsletter communications and on your social media pages with teasers about the fun activities and promotions you’re planning. And, sign on today by listing your business on the national calendar to receive a promotional package from NSSF while supplies last.”

“With the growing number of new gun owners and interest in firearms, we urge all firearm retailers and shooting ranges to take part in National Shooting Sports Month this August.”

Zach Snow, Director, Member Development NSSF

Among the resources added by NSSF include an e-book to assist with planning and marketing NSSM events. Participation isn’t limited to dealers and ranges, the e-book also provides insights for industry manufacturers and organizations.

Additionally, NSSM is a readymade opportunity to promote the +ONE Movement — an initiative for industry stakeholders to take someone out to the range or on a hunt for the first time.

/ shootingsportsmonth.org
/ letsgoshooting.org

In the first quarter, 664 women (and 15 wounded veterans) participated in Shoot Like A Girl’s experience to shoot a pistol, rifle and bow during its “Home of the Brave” tour. Shoot Like A Girl reached out to guests from the first quarter, and the results show 463 committed firearm purchases after attending the mobile range experience. Of the guests, 12% plan to purchase one or more firearms and 25% are committed to buying in the next six months. Pistol sales are the most popular among Shoot Like A Girl guests, with 73% saying they plan to buy a pistol (versus rifle or shotgun). The overwhelming majority of guests will be making these purchases for home defense.

More insights and statistics, including archery numbers, can be found in the full report on Shoot Like A Girl’s website.

/ shootlikeagirl.com

NASGW Unveils Powerful SCOPE Updates

NASGW has launched two new data products for its members and a brand-new version of the original SCOPE platform.

• SCOPE DLX is the updated distributor data platform allowing users to review inventory and compare their product performance against the rest of the industry.

• SCOPE CLX is the all-new retail sales platform providing sales information from retailers and dealers from around the country.

• SCOPE PLX is a completely new tool allowing manufacturers to manage and distribute product information to distributors and the greater industry. This serves as a single input for product information, eliminating the need for sending specs out to every distributor and retailer.

“The 2021 enhancements to SCOPE build on high data integrity to offer shooting sports businesses greater flexibility,” said Easton Kuboushek, NASGW director of data programs. “NASGW members are now able to pull data into native BI systems or simple pivot tables to inform business decisions.”

After two years of development, NASGW launched the SCOPE data program in 2018, with additional enhancements planned in the future.

“What’s most exciting is SCOPE has become the conduit for collaboration on data standards for our industry. The systems and relationships we’ve developed will benefit firearms manufacturers, distributors and dealers for years to come,” Kuboushek added.

Editor’s Note: Stay tuned for more insights on this latest endeavor, courtesy of NASGW President Kenyon Gleason, in the July 2021 issue.

/ nasgwscope.org

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