Harness Interest For
Repeat Business


Including promos, such as range passes, to complement a firearms purchase is one way to capitalize on
repeat business during the Christmas buying season. SafeSide Tactical uses these to great effect annually.

For 20 months and counting, interest in firearms ownership and related accessories has remained at historic levels. Through the first nine months of 2021, NSSF-adjusted NICS background checks have totaled 13,751,749 — a figure topped only by Jan. 1–Sept. 30, 2020 (15,458,033). Interest doesn’t show signs of slowing down: Q3 2021 (July–Sept.) recorded 3,970,570 checks, the second best Q3 to date. While down 23.1% from Q3 2020 (5,165,308), Q3 2021’s total is still some distance ahead of the third highest Q3 on record, Q3 2016 (3,519,371).

Strong sales are certainly worthy of celebration, but something of greater importance is strong sales to a diverse customer pool — a defining characteristic of this months-long surge.

As reported in this column last month, NSSF’s recent firearm retailer survey estimated 3.2 million first-time gun buyers joined our ranks in the first half of 2021. Dealers reported widespread increases in diversity among these buyers.

What is your store doing to welcome in customers for the end-of-the-year buying season? Let us know: editor@shootingindustry.com.

Trijicon Takes A New Path To Customers

Trijicon Inc. has launched its inaugural “The Science of Brilliant Roadshow.” The roadshow began September 2021 and concludes December 2021, with stops across the U.S. providing consumers hands-on experience with the Trijicon line. Attendees will have the opportunity to see over 100 Trijicon products including riflescopes, reflex sights, night sights and thermal night vision optics, as well as walk away with free Trijicon gear and enter for a chance to win a Trijicon Tenmile 5-50×56 riflescope.

Trijicon’s durability and The Science of Brilliant testing protocol will be on full display through interactive product testing including heat, drop, recoil and immersion testing.

“‘The Science of Brilliant Roadshow’ allows Trijicon to support our dealers while providing customers with a rare opportunity to experience our full line of products,” said Stephen Bindon, Trijicon president and CEO. “The roadshow is our grassroots approach to exposing more people to Trijicon products while showing our appreciation for our current customers and dealers.”

“The Science of Brilliant Roadshow” started in Michigan, with stops at Top Gun Shooting Sports (Taylor), Williams Gun Sight Co. (Davison), Peacemakers (Howell) and Ann Arbor Arms (Ann Arbor). Additional dates and locations are being added to trijicon.com/roadshow.

/ trijicon.com

Coming Next Month: New Business Year Coverage

Next month, Shooting Industry presents its first look at the 2022 New Business Year. The December issue will feature a bevy of stories to prep your business for success in the new year.

Among them, Doug VanderWoude explores the viability of choosing to carry MAP-supported products only — a decision some stores have made to protect margins — and Tim Barker interviews a panel of dealers who share their new-year predictions, as well as their plans for retaining the millions of first-time customers as repeat buyers in 2022.

One of the panelists in Barker’s story, Mike Rust of H&H Shooting Sports in Oklahoma City, says his store includes a “shooter’s pass” with every gun sale that’s good for three trips to the range. They’re also offering more classes and recently hired a female instructor.

“The key is how we introduce them to firearms when they’re in the store,” Rust stated. “We need them to understand that buying a gun is just the beginning, not the end of what they need for protection.”

Industry consultant Hank Yacek details how dealers can stay ahead of customers’ changing preferences in retail.

“Retail trends are focusing more on the experience and less on the products. Focus on what the customer wants to experience, be it time trying out a new firearm before they buy, seeing what the new AR accessory might look like on their rifle through augmented reality software or simply having events at your store where customers can go beyond just the product,” he advises.

Additionally, perennial reader favorites, the Universe’s Greatest Buyer’s Guide and Part 1 of the 2022 New Product Showcase, will further bolster the issue. The 2022 New Product Showcase also appears in the Jan. 2022 and Feb. 2022 editions, highlighting scores of new products from dozens of manufacturers from around the industry. (If you’re a manufacturer, send new product submissions to nps22@fmghq.com — openings for Jan. 2022 and Feb. 2022 are still available.)

Other points of interest in December include a look at how dealers can adapt to changing customer preferences, capitalize on innovative revenue streams and elevate video marketing efforts.

Kitanica MARK V

Kitanica Brings On Stocking Dealers

Kitanica has announced it will now be taking on both stocking dealers, as well as drop shipping for retailers.

For years, Kitanica has struggled to keep up with demand of its U.S.-made line of tactical/adventure apparel. Coming out of the pandemic, Kitanica has built the sewing teams necessary to manage a solid flow of product, enabling them to onboard authorized retailers.

“We’re really excited to be in an inventory position as a U.S. apparel manufacturer to finally offer product to retailers who know their customers will love being introduced to our unique overbuilt adventure brand,” said Chris Cronin, Kitanica partner/CMO.

Formed in Brooklyn, N.Y. in 1995, Kitanica has been based in northern California since 1997. For retailer inquiries please contact Chris Cronin at chris@kitanica.net.

/ kitanica.com

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