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Over the past two years, the U.S. firearms industry has been presented with unprecedented opportunities, as well as rising obstacles. Shooting Industry’s annual “U.S. Firearms Industry Today” report looks back to where it all began: 2020. Using the latest available data from ATF, this exclusive report delves into U.S. firearms production — revealing the top producers across all firearm categories — and includes analysis on historical NICS background check trends and the latest import/export figures.
“While 2020 represented the highest demand year, it was not — perhaps surprisingly — a record production year for the U.S. firearms industry,” observed SI Editor Jade Moldae. “Supply chain challenges, raw material sourcing issues, COVID-impacted shutdowns and labor shortages impacted business in 2020, to name a few.”
Some highlights from the report:
• After hitting a near 10-year low in 2019, U.S. firearms production jumped 53.3% in 2020 (from 6,353,124 to 9,739,335 firearms). This was the biggest year-over-year jump since 1993, which recorded a 66.5% increase over 1992.
• A record 6,502,261 handguns were produced in the U.S. in 2020. 9mm pistol paced handgun production, with about three out of every five handguns produced in 2020 were chambered in the caliber.
• Smith & Wesson set a new benchmark in U.S. firearms production with 2,320,963 firearms, while Ruger (1,659,324) and SIG SAUER (1,077,019) passed the 1 million mark.
Also in July, Tiffany Johnson shares some do’s and don’ts for store owners to think about if they want to diversify their customer base in “Fly In The Milk.” An important “do” — try to meet people at 60% rather than just meeting them halfway. “Instead of merely advertising on your favorite radio station, consider running ads on black stations or posting flyers in black churches. Meet people where they are instead of always expecting them to come to you,” she suggests.
In “Selling Guns Worth The Squeeze?” Doug VanderWoude provides tips for dealers to enhance the sales experience and turn lookers into buyers. Gun-care products represent an important add-on sales driver for shops and ranges; Shannon Farlow examines the “State Of 2022 Gun-Care Sales” with insights from three dealers. And Julie Golob contends developing a social media strategy — words often dreaded by many companies — doesn’t have to be complicated in “The Simple & Manageable Social Media Strategy.”
A bestseller for more than a century, the 1911 platform offers several advantages savvy retailers can demonstrate for reliable sales. Massad Ayoob points to its size, shootability, versatility and more in the Personal Defense Market installment, “Selling The 1911 In 2022.” In Arms & The Woman, Ashley McGee highlights how businesses like Red Hill Trading Post are focused on building relationships, not just a customer base, to serve patrons along their shooting journey. As the fervor mounts against Second Amendment liberties, Mia Anstine suggests ways dealers can work toward being a better freedom advocate — and lead by example to their customers — in the Best Practices column.
The Greatest Buyer’s Guide In The Universe rounds out the July issue, boasting contact information for hundreds of businesses affiliated with the shooting and outdoor industries.
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CONTACT: JADE MOLDAE