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:
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.”
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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.
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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.
The digital edition of the Day 2 issue of SHOT Daily is now available online. SHOT Daily is brought to you by The Bonnier Corp. and the National Shooting Sports Foundation. (Also available in PDF format here.)
U.S. Sen. Dean Heller (R-Nevada) at last night's industry PAC reception at the SHOT Show.
The National Shooting Sports Foundation showed Sen. Dean Heller (R-Nevada) around the SHOT Show today. Heller also spoke at last night’s industry political action committee (PAC) reception. At the show, NSSF briefed him on key industry issues.
Heller was appointed to the U.S. Senate last year by Gov. Brian Sandoval (R) and will seek election to a full term this November. He previously served three terms in the U.S. House of Representatives.
“Senator Heller is a rock-solid supporter of our industry and our Second Amendment rights,” said Lawrence G. Keane, senior vice president and general counsel for NSSF. “His participation is an excellent opportunity to again bring our elected officials front and center with industry executives and discuss how best to grow the industry and participation in the shooting sports.”
Heller’s attendance at the SHOT Show underscores the continued importance of the firearms and ammunition industry to the U.S. economy. Despite the continued recession and high unemployment, demand for industry products has reached unprecedented levels. Strong growth of firearm and ammunition sales has fueled job growth and tax payments that support communities and also conservation programs through the Pittman-Robertson Fund.
Nationally, the firearms and ammunition industry accounts for more than 180,000 jobs and $28 billion in economic activity. The SHOT Show is one of the largest trade shows in North America, attracting approximately 58,000 industry professionals and providing $60 million in economic activity for Las Vegas.
Heller currently serves on the Energy and Natural Resources Committee; the Commerce, Science and Transportation Committee; and the Special Committee on Aging.
Political leaders are no strangers to SHOT show. Former Massachusetts governor and 2012 presidential candidate Mitt Romney (R) attended a previous show.
At 8:30 a.m. PST today, the doors opened to the 2012 SHOT Show in Las Vegas. For the next four days, attendees from across the nation and the world will take part in the industry’s largest trade show.
For an idea of what to expect at this year’s show, here is a preview from the National Shooting Sports Foundation:
34th SHOT Show Brings Out Best in Shooting, Hunting and Law Enforcement Products
LAS VEGAS — Nearly 60,000 firearms industry professionals will make their way here to the annual Shooting, Hunting and Outdoor Trade ShowSM (SHOT Show®) Jan. 17-20 to get a first look at the new products and services they hope will excite customers in 2012.
The $4.1 billion industry continues to be a bright spot in the anemic U.S. economy, as sales in 2011 topped the previous year’s. Through December, adjusted National Instant Criminal Background Check statistics, an indicator of industry sales, showed 19 straight monthly increases over the same period of the previous year, and background checks for Black Friday, Nov. 25, set a new one-day high.
“We are grateful and proud that our industry has helped maintain jobs from the manufacturer through retail levels during these difficult economic times,” said President and CEO Steve Sanetti of NSSF. “Industry is delivering products that people desire for sporting purposes and personal and home defense. We see no reason why this won’t continue during 2012. Buying activity at the SHOT Show will give us a first look at the industry’s prospects for the year ahead.”
The 34th annual SHOT Show will take place for the third straight year at the Sands Expo and Convention Center. The largest trade show of its kind in the world, the SHOT Show attracts buyers from all 50 states and more than 100 countries. Manufacturers and distributors display a broad range of products, including firearms, ammunition, optics, reloading, locks and cases, shooting range equipment, targets, training and safety equipment, hunting accessories, law enforcement and tactical equipment, hearing and eye protection, tree stands, scents and lures, cutlery, GPS systems, holsters, apparel, leather goods, game calls and decoys.
Given the size of the SHOT Show at more than 600,000 net square feet, the Sands is stretched to capacity. Improvements made to the venue prior to the 2011 show to improve crowd flow, seating and signage were given an enthusiastic thumbs-up by attendees in the post-show survey. Enhancements to the 2012 show include making room in the sold-out exhibition halls by having larger exhibitors voluntarily reduce their booth space so that smaller companies could move off the show’s waiting list and onto the show floor. “We received outstanding cooperation from our longtime, voting member exhibitors who sacrificed some of their booth space for the good of the show,” said Chris Dolnack, NSSF’s senior vice president and chief marketing officer. “Our exhibitors instinctively understand that what’s good for the SHOT Show is good for the marketplace. As a result, we anticipate a vibrant, successful show.”
NSSF will present its State of the Industry Dinner on the first evening, with Outdoor Channel serving as the title sponsor of the event. The Foundation will show its State of the Industry video and present an achievement award to a most-deserving recipient. NSSF also will assist in the kickoff of the 75th anniversary celebration of the Pittman-Robertson Wildlife and Sport Fish Restoration Act, through which the industry has contributed nearly $7 billion to wildlife conservation since 1937. A crowd of more than 2,000 will be entertained by comedian Larry the Cable Guy.
The 2012 show, whose theme is “One Industry — One Voice,” will bring together manufacturers, wholesalers, retailers, publishers and wildlife conservation groups to conduct business, exchange ideas, renew contacts and reaffirm the unity that has been the hallmark of the shooting sports industry in these challenging times.
For retailers, the SHOT Show provides a one-of-a-kind opportunity to gain a hands-on education about the products they’ll be discussing with their sportsmen customers. New products seen at the SHOT Show will arrive throughout the year at retail stores.
The largest number of outdoor media in the world turns out at the SHOT Show to cover the introduction of products and to report on the firearms and outdoor industry. NSSF credentialed more than 2,000 media members for the 2011 show. At SHOT Show Media Day at the Range, the day before the show, members of the press can handle, test and learn about the new products that will be on display over the next four days.
With all segments of industry in attendance, the SHOT Show provides a perfect setting for organizational and educational meetings. On the day before the show opens, retailers take advantage of SHOT Show University to learn from experts about new marketing strategies, store financials and compliance with federal regulations. Additional seminars for retailers are scheduled during the show covering topics such as knowing your competition, exporting firearms, hiring smart and the benefits of utilizing GunBroker.com, along with presentations from the Bureau of Alcohol, Tobacco, Firearms and Explosives and the National Instant Criminal Background Check System. Law enforcement professionals will have a series of seminars to choose from as well.
The SHOT Show is a “must-see” event for industry professionals, who can register to attend the show at www.shotshow.org. The website is also the place to find out all that’s happening at SHOT during and after the show.
Thanks to voluntary downsizing by long-time exhibitors and the repurposing of our exhibit floor it looks like the 2012 SHOT Show® will have more new exhibitors than any SHOT Show in recent memory.
And a number of exhibitors who requested booth relocations will be moved as space allows, in order of SHOT Show priority points.
Focusing our exhibit floor on those companies that are involved in our core business — shooting, hunting, outdoor and tactical — will infuse the SHOT Show with new product offerings that will offer retailers new profit opportunities.
By all accounts there will be more new companies and more new product launches than ever before and that makes at the 2012 SHOT Show just too good to miss.
The 2012 SHOT Show booth assignment process is complete, and we appreciate our exhibitor’s patience during this process. We realize it was a shift from our traditional on-site space draw and that there was a fair amount of anxiety in the interim.
In most cases exhibitors received booth assignments similar to the 2011 SHOT Show. Rest assured that we are making every attempt to continue to improve the SHOT Show experience for 2012 by widening the cross aisles on Level 1 (hence the slight shift of a few booths) and adding more places to sit and eat. Please click here to view the updated floor plan. This will soon be released onto the SHOT Show website at www.shotshow.org.
By now exhibitors should have received their application and license agreement in addition to the first invoice for the initial deposit of 50 percent, which is due upon receipt. If you have not received this information, please contact the exhibitor service center at: inquiry@shot.reedexpo.com or by phone at 203-840-5600.
If you do not plan to participate in the 2012 SHOT Show, please let us know immediately. If you are planning to exhibit, we must have your application and 50 percent deposit posted to your account no later than July 15. Failure to return your application and deposit by July 15 will result in the loss of your booth reservation and ability to participate in the 2012 SHOT Show.
A few companies have inquired about altering their 2012 booth space. At this time you can send your formal request by email to inquiry@shot.reedexpo.com and please be sure the subject line is marked “Booth Alteration.” Alteration/change requests will be handled in priority point sequence. We do not anticipate action on these requests before late summer at the earliest. We will contact you if we are able to fulfill your request.
Please be on the look-out for a quick survey regarding the 2012 SHOT Show booth assignment process and details about 2013. Your feedback is much appreciated as it helps us shape the event and future processes. Once again, thank you for your patience and most importantly thank you for your continued support of the SHOT Show.
At 8:30 a.m. PST today, the doors opened to the 2012 SHOT Show in Las Vegas. For the next four days, attendees from across the nation and the world will take part in the industry’s largest trade show.