Industry Does Its
Part In Crisis


In this month’s lead Industry News story, I had a chance to sit down with NSSF President and CEO Joe Bartozzi, who encouraged the industry to take the opportunity during this uncertain time and pave positive inroads in the community.

“We want to get the word out our industry cares, gun owners care and we really want to be part of the recovery of this country,” he said. “We can do a lot of really good things together, and I urge gun owners — and our industry — to continue doing so.”
Encouragingly, dozens of companies and individuals have “answered the call” to lend a hand during the COVID-19 pandemic, assisting their local communities and caring for employees who have been affected.

Production Pivot

A number of manufacturers have pivoted production in response to the pandemic.

Ruger redeployed some of its manufacturing resources to produce in-demand medical supplies — recently delivering 1,600 face shields to local hospitals and first responders, including the City of Claremont (N.H.) Fire Department and Newport (N.H.) Police Department. Additionally, the company is designing and assisting with the development of a replaceable filter cartridge system for 3M N95 respirators and allocated a team of engineers to assist with work on the MIT Emergency Ventilator (E-Vent) Project.

Top: Smith & Wesson has transitioned part of its manufacturing
facilities to produce 1,000 face shields a day for first responders.
Bottom: Bond Arms partnered with two local high schools to 3D print
respirator-style masks to serve the surrounding community.

Further demonstrating its commitment to local recovery efforts, Ruger set up its own food pantry for employees and has supported other local food sources to help employees and families in need (including a $6,000 cash donation to local food charities). Company employees have also joined in — donating $11,000 in food, hard-to-get items and cash.

In what started as a problem of finding masks for employees, Bond Arms turned it into an opportunity to give back to Granbury, Texas, community members, customers and first responders. Company President Gordan Bond initially ordered cloth masks to give to those in need, and then partnered with two local high schools to 3D print plastic respirator-style masks with a replaceable filter element. The Bond Arms team purchased two 3D printers for the schools and three for its shop to facilitate production efforts.

Other manufacturers that have joined the fight against COVID-19 include SIG SAUER (through N95 mask donations to first responders in N.H., Mass. and Ark., as well as 3D printing plastic face shields at its Electro-Optics division headquarters in Portland, Ore.), and Smith & Wesson (producing 1,000 face shields per day) and CMMG Inc. (providing meals to first responders in the opening weeks of the crisis).

Last month’s issue also spotlighted the efforts of Radians, Versacarry, Otis Tech and more.

Discounts For Essential Workers

Several industry companies have introduced short-term promotions for first responders and essential workers. Though several already concluded, offers like these further supported those on the front lines of COVID-19.

Buck Knives extended its industry partner discount program (up to 50% off a full range of products) to doctors, nurses, CNAs, technicians and other support staff.

Vortex Optics developed a 60-day promotion, which concludes June 26, offering 40% off to frontline medical personnel on up to two optics, two optics accessories and five apparel items.

In an offer that ended May 25, Walther temporarily opened VIP pricing to all first responders, hospital personnel and essential workers for select SKUs in the PPQ, CCP M2, PK380 and P22 lines.

5.11 inaugurated a short-term promotion in early May, offering a 20% discount and gift for essential frontline workers and first responders.

Giveaways are another avenue for honoring first responders. Apparel company Girls With Guns partnered with several manufacturers to honor first responders in early May.

While a number of industry companies already have first-responder pricing programs in place, extending promotional pricing to essential workers is noteworthy — and gives the industry an opportunity to recognize grocery clerks, delivery drivers, food processors, janitorial staff and more.

The above represents only a fraction of the countless acts of generosity observed during the COVID-19 pandemic. All of us from the SI team applaud those who have demonstrated a spirit of togetherness in this challenging period.

Celerant Launches Curbside Pickup Solution

May 5, Celerant Technology announced it would offer its new Curbside Pickup Application to retailers at no cost for three months.

“Our goal has always been to help our clients be more competitive through technology; and right now we need to help them easily alter their delivery model and increase their revenues,” stated Ian Goldman, Celerant president and CEO. “With the spread of COVID-19, we pivoted quickly and created this curbside application to help clients continue serving their communities.”

Celerant’s Curbside Pickup Application integrates with the company’s existing Cumulus and Stratus e-commerce offerings. By adding a “curbside pickup” delivery option to an establishment’s online store, orders marked as such will flow directly into the application. Accessible from any mobile device, the application allows retailers to view their orders and communicate the status of each order to their customers via text messaging. The text messages inform customers where and when to pick up their orders and contain a link that, when clicked, automatically alerts the retailer they have arrived. This application can be implemented at single-store and multi-store retailers.

Additional information on Celerant’s Curbside Pickup Application is available at

Previewing The July Issue

Shooting Industry’s July issue features the venerable “U.S. Firearms Industry Today” report, which delves into the ATF’s 2018 Annual Firearms Manufacturing & Exportation data (the latest available, to comply with the Trade Secrets Act). This annual highlight in Shooting Industry’s monthly offerings presents the firearms production data in a reader-friendly format, breaking it down into the most prolific producers by category and caliber (for pistols and revolvers) — as well as insights into international business, like exports. With the COVID-19 pandemic heavily influencing sales, this year’s report will feature insights from the first five months of 2020.

Once normal activity resumes, in-store events will be key to re-engaging the surge of first-time gun owners — which is why the July issue will continue building on two of the event-focused features here in June. In his Everyday Marketing column, Mark Kakkuri outlines five event marketing tips for dealers to take before, during and after an event, while range consultant Hank Yacek shares insights for dealers wishing to capitalize on the DIY trend with in-store seminars.

Other features rounding out the July issue include Southwick Associates’ report on “would-be, first-time” gun buyers (detailing their motivations and strategies for reaching them), six tips for organic social media growth and gun-care selling strategies.

ATA Offers Printable Store Signs

The Archery Trade Association (ATA) has launched resources for archery shops and ranges to ensure safe practices are followed at their facilities.

One of the tools available is signage to highlight the retailer’s efforts to encourage social distancing, as well as its commitment to keeping guests safe as they navigate the space. Sign topics include: use of face masks; lanes closed when not in use; maximum occupancy; one-way traffic; designated waiting areas; range limits to a particular number; social distancing and handwashing reminders.

ATA created a special landing page relating to COVID-19 with helpful links, policy and industry information, videos and cleaning/disinfecting guidelines. It’s available at

Click To Read More Shooting Industry June 2020 Issue Now!