In case you haven’t noticed, the clientele walking through your door is increasingly young, urban, and female. Or at least it should be. New data released by the NSSF in its latest Industry Intelligence Report, “Hunting and Target Shooting Participation, 2014 Edition,” shows that during the most recent eight-year period studied (2006-2013), female participation in shooting of all kinds rose a whopping 42 percent. How significant is this? One doesn’t have to look any further than the comparison number for males: up just 1.1 percent for the same time period.
What do such numbers mean to firearms and shooting retailers and ranges? It might just mean it’s time to change gears with your merchandising plans and marketing efforts. But how? What products should you stock to bring more of this growing segment into your store? And how do you keep them coming back for more?
To help answer those questions and others, the NSSF has designed a new SHOT Show seminar for FFL retailers and range owners. “Merchandising to Women” will be held Thursday, Jan. 22, from 9 to 10 a.m. Hosted by top action-shooting pros Julie Golob and Randi Rogers, this special event will provide the insight needed to adjust product inventories and marketing efforts to bring more women into your stores and onto your ranges and keep them as loyal, regular customers.
“We’re extremely excited to have Julie and Randi headlining this event,” said Patrick Shay, NSSF Director, Retail Development. “Both are household names in the shooting sports, and being as successful and skilled as they are with firearms, I can think of no two better able to speak to what sells and what doesn’t sell to the female consumers in our industry.”
“The trends we see in women getting their concealed carry permits and heading to the range is great news for the shooting industry,” said Golob. “Being able to provide women with the guns, accessories, and training opportunities they want and need to help them shoot better is critical to continuing that momentum. I am excited to work with the NSSF and fellow shooting champion Randi Rogers to help retailers prepare for this growing market and help them truly welcome women into their stores.”
To register for SHOT Show’s “Merchandising for Women” event, click here. We look forward to seeing you there!