Category: Retailers

Nation’s Passion for Firearms Reflected in Record-Setting SHOT Show

After four days, miles of walking, countless face-to-face meetings and more of our industry’s products in one place than anywhere on earth, the 2012 SHOT Show is in the books — and it’s officially a record-breaker.

Here is NSSF’s wrap-up news release:

Nation’s Passion for Firearms Reflected in Record-Setting SHOT Show®

Video: 2012 SHOT Show

LAS VEGAS–Energized by unprecedented gun sales nationwide, firearms industry professionals turned out in record numbers to the Shooting, Hunting and Outdoor Trade ShowSM (SHOT Show®), and many made a point of saying “the best is yet to come.”

“It’s a wonderful time to be in our industry,” said Sandy Chisholm of North American Arms, a handgun manufacturer. “We’ve seen tremendous enthusiasm on the part of sellers and buyers, and we see the prospect of a very good year ahead.” Many agreed with that assessment of the market and of the SHOT Show.

The largest trade show of its kind in the world and the fifth largest trade show in Las Vegas, a city of trade shows, the SHOT Show set an overall attendance record of more than 61,000, including new highs for buyers at 36,383 and media at 2,466. Though show organizers deliberately reduced the size of the show to better accommodate attendees at the Sands Expo and Convention Center, still some 1,600 exhibitors filled booth space covering 630,000 net square feet. The show attracted industry professionals from all 50 states and 100 countries.

The SHOT Show is owned by the National Shooting Sports Foundation, the trade association for the firearms, ammunition, hunting and shooting sports industry. Revenues from the show support NSSF’s many programs that carry out its mission of promoting, protecting and preserving hunting and the shooting sports. “The SHOT Show allows NSSF to do many good things for industry, shooting and hunting,” said NSSF President and Steve Sanetti. Added Chris Dolnack, NSSF senior vice president and chief marketing officer, “We have worked hard to make sure SHOT is a great selling and buying experience, and it has resulted in our best show ever.”

Thanks to Americans’ passion for firearms, the $4 billion firearms and ammunition industry has been a bright spot in the down economy. The industry supports many small businesses and helps preserve the 180,000 jobs associated with the shooting sports. In 2011, company executives saw records set for background checks, a reliable indicator of sales, including the most ever in a single month (December) and single day (Black Friday). Many in the industry believe, however, that Americans’ interest in owning firearms will continue to grow in 2012, fueling their unabashed optimism about the year ahead. Many also said they would not be surprised to see supporters of the Second Amendment react as they did before the last presidential election when their fears over candidates who were unfriendly toward firearms ignited a sales surge.

From the opening bell, buyers filled the aisles to review products, many of them new offerings that will make their way to retail stores during the year. “Traffic is like we’ve never seen it before,” said Mark Malkowski, president of Stag Arms, maker of modern sporting rifles (AR-style rifles), a big seller over the past several years. “Retailers we’ve talked to are expecting a record year.”

One firearms retailer, Todd Vance of Vance Outdoors in Columbus, Ohio, agreed. “We had our best-ever year in 2011, and we’ve started off this year great and expect to be up.” In his store, Vance said buyers are interested in concealable handguns, home-defense firearms, ammunition and tactical rifles, particularly new .22 caliber models.

Another handgun manufacturer, Sig Sauer, reported having its best first day at SHOT since the company began keeping sales records. “The market is stimulated,” said Bud Fini, vice president of marketing, who added that the company’s shooting academy is seeing many new gun owners. “First-time buyers, that’s where the expansion is coming from,” Fini said.

Accessories, from holsters to rifle slings to optics, are an important part of the SHOT Show. “We are selling sights like you can’t believe,” said Aimpoint’s Roger Bell of the company’s pro staff. “We signed up a lot of new dealers, and that says to me the market is expanding.”

In the Mossberg booth, Tom Taylor, vice president of marketing, said, “This is about as much excitement as I’ve seen at a SHOT Show. People are buying optimistically, and we’re going to build optimistically.”

For first-time exhibitors, the SHOT Show can provide a big lift. “When you are a start-up company without a big marketing budget, the SHOT Show helps put you in front of the right audience,” said Jeane Stewart of U.S. RAC, maker of firearm safety products for law enforcement. Stewart said her company great valued the show’s New Products Center.

Any SHOT attendee will tell you the show is more than about selling and buying; it’s a powerful display of industry unity and its resolve to meet any challenge affecting the right to make, sell and own firearms. At the NSSF State of the Industry Dinner, NSSF President Steve Sanetti said, “I have never seen us so unified and united in our purpose.” As evidence, he pointed to NSSF’s fast-growing membership, which now tops 7,000, an all-time high.

More than 2,000 NSSF supporters filled the sold-out hall for the State of the Industry Dinner, which was sponsored by Outdoor Channel and included a review of NSSF’s accomplishment from the past year and entertainment from hugely popular comedian Larry the Cable Guy.

Opportunities abound at the SHOT Show, and some who attend are selling more than products. At South Dakota’s booth, representatives had a goal of convincing manufacturers they should be making products in the state. “Last year South Dakota connected with more than 50 companies. Within four months, two of those companies expanded their operations to South Dakota,” said economic development commissioner J. Pat Costello.

Many awards are presented at the show. NSSF presented Larry Potterfield of Midway USA with its Ken Sedlecky Achievement Award for his generous and longstanding contributions to programs that promote youth target shooting. The Professional Outdoor Media Association and NSSF honored veteran communicator and best-selling author S.P. Fjestad with the prestigious POMA/NSSF Grits Gresham Shooting Sports Communicator Award. Fjestad publishes “The Blue Book of Gun Values,” a widely consulted database.

The show continues to benefit from the broadbased press contingent that lavishes attention on newly released products. The media, of course, are usually the first to spot celebrities, who this year included American Idol judge and rock star Steven Tyler, and NFL Hall of Famer Lynn Swann. A big success was SHOT Show Media Day at the Range on the day prior to the show, where credentialed press reviewed and tested products. More than 1,100 press and 100 exhibitors attended Media Day–more than ever before.

NSSF ramped up its use of social media to keep its members and consumers informed about the show, making frequent posts to the SHOT Show Blog and providing Twitter updates that showgoers followed on “Twitterfall” screens placed throughout the venue. An expanded NSSF press room sponsored by Budweiser accommodated the record number of press with free Wi-Fi, a large working press area and other amenities.

In conjunction with the SHOT Show, NSSF sponsored the PGA Charities’ Birdies for the Brave golf tournament that raised funds for injured armed service veterans.

The SHOT Show will return to the Sands Expo & Convention Center next year January 15-18.

State of the Industry: More Unified Than Ever, Says NSSF President

NSSF President Steve Sanetti delivers the State of the Industry address.

In his 34 years in the industry, NSSF President Steve Sanetti said he has never seen the industry more unified.

During the SHOT Show’s annual State of the Industry event, Sanetti said that membership in NSSF, the industry’s trade association, is more than double what it was just five years ago.

“Together we comprise a record number of more than 7,000 of America’s favorite firearms and ammunition manufacturers, wholesalers, importers, retailers, shooting ranges, gun clubs, conservation groups, outdoor media, safety instructors, and many others, who share our avocation and our passion for our industry and our uniquely American way of life,” Sanetti said. “Our membership has never been stronger or more engaged. We have had great success in recent years solidfying our industry’s base of support.”

While the nation’s economy has remained stagnant the past few years, the firearms and ammunition industry has been one of its few bright spots.

“Eighteen consecutive quarters of sales growth, as evidenced most recently by an all-time high number of mandatory point-of-sales background checks in December, and during the worst recession since the great depression, would be an enviable feat for any industry. Yet we have achieved it, and we have shared our prosperity by giving back,” Sanetti said.

Sanetti said the industry’s success has also helped fuel the nation’s conservation programs, and he pointed out that 2012 marks the 75th anniversary of the Pittman/Robertson Wildlife Restoration Act, which created the dedicated excise tax on firearms and ammunition. This year, he said, the industry will continue to spread the word to all Americans that hunters and shooters provide the vast majority of financial support for conservation.

With 2012 being a critical election year, Sanetti said, NSSF will ensure that candidates and voters are educated on all issues affecting the industry and firearm freedoms.

“We will not presume to tell any of you how to cast your vote. But I can promise you this. Your industry’s voice will be heard. We will educate voters and legislators and candidates alike as to our legitimate interests, and about our hopes and concerns regarding where this great nation of ours is going,” he said.

Watch the complete State of the Industry presentation here:

http://www.youtube.com/watch?v=PJQe5g6qD74

NSSF Says 2012 Firearms Sales Outlook Promising after Record-Setting Year

Lawrence G. Keane, NSSF senior vice president and general counsel, at today's press conference.

Many indicators, including a record-setting 2011, show the firearms industry continues to thrive in a down economy and that the potential exists for another strong sales year in 2012, NSSF reported at a press conference today at the SHOT Show.

The $4 billion firearms and ammunition industry stands apart from other industries that are struggling in the slow economy. Demand for guns has continued at a robust pace since late 2008. NSSF estimates the industry is responsible for approximately 180,000 jobs and has impact on the U.S. economy of $28 billion.

Indicators such as background-check statistics, firearms production and importation, firearm-retailer surveys and on-the-ground reports from retailers nationwide reveal that interest in firearm ownership is high.

“More and more Americans are choosing to exercise their Second Amendment rights, and they are doing so in a safe and responsible manner,” said NSSF President and CEO Steve Sanetti.

Reports also suggest increased demand for concealed carry permits and for learn-to-shoot seminars such as NSSF’s First Shots program. “We have seen a lot of first-time buyers in our store,” said Joe Keffer, owner of the Sportsman’s Shop in New Holland, Pa. “People want information. They’re interested in instruction.”

Click image for full-size chart

One of the best indicators of firearms sales is the FBI’s National Instant Background Check System, which federally licensed firearm retailers use to conduct the mandatory background check on purchasers of new and used firearms. NSSF downwardly adjusts the NICS data by subtracting checks related to non-purchasing activity, such as checks for concealed carry permits, in order to gain a more accurate picture of market activity.

December marked an unprecedented 19th straight month of background check increases when compared to the same period in the previous year. NSSF-adjusted background checks for December totaled more than 1,410,937 (1,854,400 “unadjusted”)–the most ever for any single month. This comes on the heels of the historic “Black Friday” (Nov. 25, 2011) record for the most background checks in a single day–129,166–a 32 percent increase over the previous one-day high.

Another indicator pointing to robust gun sales is the federal excise taxes collected on the sale of new firearms and ammunition, which have risen 48.3 percent over the last five years.

Click image for full-size chart

Why are more Americans choosing to own firearms? Reasons range from citizens’ increased awareness of the Second Amendment protecting the individual right to own firearms that was reaffirmed in two recent Supreme Court decisions, to increased interest in personal and home protection that may be due to economic uncertainty, to increased interest in the shooting sports and hunting.

Politics has played a role, too, with a surge in firearms sale beginning in October 2008, in part because supporters of the Second Amendment feared the election of less gun-friendly candidates, including Barack Obama, and new, restrictive gun laws they might advocate. Though such legislation has not happened, industry professionals at the SHOT Show believe a similar reaction this election year is possible that could ignite another surge in firearm sales.

Related to the topic of gun sales is the public’s changing attitude toward ownership. A recent Gallop poll showed a record lack of support for gun control, with only 26 percent of Americans favoring a ban on the possession of handguns. When Gallup first asked Americans this question some 50 years ago, 60 percent favored banning handguns.

As sales climb, recent FBI data shows violent crime continuing to fall in the United States, with homicides dropping out of the top 15 causes of death in the country. The statistics undermine a favorite argument of anti-gun groups that “more guns equal more crime.”

“These statistics vividly demonstrate that the lawful possession and use of firearms by law-abiding Americans does not cause crime,” said Lawrence G. Keane, NSSF senior vice president and general counsel. “There have never been more firearms in civilian possession in the history of the United States, and crime, including homicide, continues to decline throughout the country.”

Whether they own firearms for target shooting, hunting, collecting or personal and home protection, Americans are enthusiastic and protective about guns they own. Several polls indicate Americans’ high interest level for, and increased participation in, the shooting sports.

In 2010, an NSSF/Harris poll showed that 43 percent of respondents, which equates to nearly 98 million people, expressed some level of interest in participating in the shooting sports or hunting.

A 2010 NSSF/Responsive Management study showed that 15 percent of the U.S. population, representing 34.4 million people nationwide, went target shooting in 2009. This number surpassed all previous estimates of annual sport shooting participation. Among the most active participants are those who own a modern sporting rifle (MSR), a best-selling rifle type that is based on the popular AR platform and is the civilian, semiautomatic version of the military’s M16. According to a 2011 NSSF survey, MSR owners go target shooting more often than individuals who own other types of firearms. Twenty-five percent of those surveyed said they shot 1,000 rounds of ammunition in the last 12 months with their MSRs.

As for hunting, the decades-long national decline in hunting license sales has ceased, and more than 20 states have reported increases in hunting licenses sold.

Women, in particular, seem eager to explore firearms ownership. Participation by women increased in both target shooting (46.5 percent) and hunting (36.6 percent) in the last decade, according to the National Association of Sporting Goods Wholesalers. Also, 61 percent of firearm retailers responding to an NSSF survey said they saw an increase in female customers in their stores.

More firearms in civilian possession neither equates to more crime nor to more accidents. NSSF points out that safe and responsible firearms ownership is the norm, not the exception. With an estimated 85 to 90 million firearms owners in the country, accidental firearms fatalities are at a historic low, a level that industry and other concerned groups are working to maintain through such programs as NSSF’s Project ChildSafe, which provides free firearms safety kits to law enforcement agencies nationwide.

School’s in Session: SHOT Show University Draws Sell-Out Crowd

For 300 firearms retailers, today is a school day.

A sold-out SHOT Show University is in session at the 2012 SHOT Show. There really is no event out there like it. It’s a full day of seminars specifically tailored to the needs of those in the firearm retail business.

From what I’ve heard from attendees so far, it’s been another stellar year with a top-notch lineup of speakers and the day has been packed with a ton of information for their businesses.

NSSF would like to thank five industry sponsors that helped support this year’s SHOT Show University. They are North American Hunter, Mil-Comm Products Co. Inc., National Association of Sporting Goods Wholesalers (NASGW), Winchester Ammunition and Gun Club of America (GCA).

With their support, all of these retailers are being treated to day of classes they won’t find anywhere else.

One Retailer’s Take on SHOT Show University

It’s a fact: There is no event out there for firearms retailers like SHOT Show University. Offered each year on the day before the SHOT Show opens, it’s a day of seminars specifically tailored to the needs of those in the firearm retail business.

The 2012 SHOT Show University, with a theme of “Retail Is Detail,” is set for Monday, Jan. 16. If you haven’t already done so, get registered today.

Here is one retailer’s take on the value of SHOT Show University and NSSF membership, as published in SHOT Business magazine:

NSSF Member: Joe Keffer, owner

Organization: The Sportsman’s Shop, New Holland, Pa.

Description of Organization: “Our store was started in 1954, and we purchased it from that founding family in 1992. At that time it was primarily a hunting and fishing shop, but we have transitioned our 5,000-square-foot facility into a full-line shooting shop with an offering as a Class III dealer that is probably about 40 percent hunting and 60 percent personal defense and tactical. We have a full-time gunsmith on the premises, and we are exploring the idea of building a range.”

Experience with SHOT Show University: “I’ve probably been attending SHOT Show University for a half dozen years, and I will continue to go back. The content has always been timely and relevant to the firearms retailer’s activities and needs. The sessions are often put on by progressive dealers, and hearing from people that actually are out there doing what I’m doing adds credibility to the sessions. These ‘real-life presenters’ have been very approachable after the sessions, whether it was at meals, the reception or even after I got back to my store. SHOT Show University gives me a much broader view of the marketplace and what we can do that’s new. To get all that information in a day cannot be duplicated anywhere.”

Value of NSSF Membership: “Through my involvement in the NSSF, we have also become involved in our state firearms retailer association, for which I now serve as president. With the support of the NSSF, we have been able to resolve many of our state issues. Furthermore, a number of resources–such as the Custom Market Report, other literature and manuals, and the ‘Don’t Lie for the Other Guy’ retailer kit–have all been invaluable in running and expanding our business.”

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Learn more about NSSF membership and join today at nssfmembership.com.

SHOT Show University Nearly Full; Get Registered Today

NSSF encourages all firearms retailers to register today for the 2011 SHOT Show University, set for Jan. 17, the day before the SHOT Show officially opens.

Seating is limited, so don’t hesitate any longer.

SHOT Show University is the only event of its kind where firearms retailers can get up to speed on everything they need to know to ensure their businesses remain successful.

Check out the complete lineup for the 2011 SHOT Show University and get registered today.

A Pro’s Advice to the Media on Getting the Job Done

A view from a veteran who has worn both press and exhibitor badges

Mark Thomas, managing director, marketing communications, NSSF

I remember my first SHOT Show. Daunting. Exciting. A lot of work that needed to be done in a short amount of time. Even though that was in 1985, not much has changed.

I attended my first show as a reporter with assigned stories, so I had to gather information and do interviews for three vastly different publications. I didn’t think it would be difficult, but the marked difference in the stories and the sheer size of the show became daunting. I am sure I didn’t make many friends at that show due to my impatience and lack of understanding of the true purpose of the show.

Since then, I have worked the show as a public relations and marketing practitioner for large manufacturers and now as a part of the NSSF team that owns and sponsors the show. Ask any politician, and he or she will tell you that walking both sides of the aisle is enlightening and challenging.

The relationship between manufacturers and the media has always had a hint of insecurity. Exhibitors want what reporters can deliver but are torn by why they are at the show. That purpose is to make a return on their investment, and getting that immediately may most readily be construed as spending time with buyers. Reporters, on the other hand, want to get their job done as best as they can, being objective without alienating companies that can be useful to them in the future. I can’t tell you how many informal gatherings I have been in with reporters where the conversation was how bad a company spokesman was or how the materials they were given were not helpful. Fast forward to my days as a public relations representative where my brethren were joking about reporters who just didn’t get it or didn’t get it right. As in most cases, these criticisms are not fully justified.

The SHOT Show, with more than 1,400 press-credentialed representatives, hosts the largest gathering of outdoor media in the world. This is one of the reasons the show is so great. This is the ideal place for people to exchange ideas, stories and best practices. In an earlier editions of SHOT Show ® Blast, Mike Walker and Sherry Kerr gave great advice to exhibitors on how to work more efficiently with the media. I think a couple of suggestions to the media will also help everyone get what he or she needs from the 2010 SHOT Show.

1.  Do your homework – Approach the show exactly as you would for any other story. Make sure you know to whom to talk and something about their products before you approach them at the show. Most exhibitors have press information in the SHOT Show ® press room, and hopefully those materials will answer some of your questions and help facilitate your research process. Doing your homework beforehand will also give you instant credibility and respect, which will result in more time and better answers.

2.  Plan ahead – This sounds elementary but is sometimes hard to do and certainly critical. If you know with whom you need to speak and when you can talk to them, make contact before the show and arrange a specific time to do an interview. I assure you, company executives are already filling up their SHOT Show ® calendars.

3.  Remember, this is a selling show – Though all exhibitors clearly understand the value and impact a positive story can have, their primary focus is to speak with current and prospective customers to sell goods and services. For some, this may be the only time they can reach buyers. In these times, this show may be the difference in growing and surviving. Remember this as you attempt to plan a meeting or approach a booth for which you have no prearranged appointment.

4.  Patience – Those that know me are laughing right now because being patient is a big challenge for me. After you have done the research, made the appointment and are at the exhibitor’s booth, you discover that your source is talking to a customer and can’t see you right away. Take this time to explore the exhibitor’s products and services; you may learn things to enhance your current assignment or even spur an idea for a new story.

Frankly, most of the media that attend the SHOT Show ® are true professionals, and this is nothing more than a refresher sheet or a gentle reminder. That’s okay. I am at that age where I have to tell myself daily that old dogs need to learn new tricks and be reminded of old ones.

Mark Thomas is managing director of marketing communications for the National Shooting Sports Foundation. He is also an active freelance writer and a former president of the Southeastern Outdoor Press Association. He has spent most of his career as an award-winning communications’ professional with Remington, OMC, Volvo-Penta, Continental Airlines and Invisible Fence Brand.