HOW FIREARMS RETAILERS CAN DIVERSIFY AND THRIVE

With rising firearms licence costs and shifting market conditions, some gun retailers must look beyond firearm and ammunition sales. From new product lines to gunsmithing services and shooting range partnerships, here’s how to secure long-term success.

IMAGE: SHUTTERSTOCK - ART GENIE

The firearms retail sector has always faced challenges, from shifting regulations to supply chain disruptions. However, with the rising cost of firearms licences, retailers now face an even greater threat: the possibility of fewer new shooters entering the sport and more existing gun owners reconsidering whether to renew their certificates. We certainly hope this is not the case but it certainly pays as a retailer to cover this eventuality. A decline in firearm sales is a possibility, and for businesses that rely solely on these products, the financial impact could be severe.

Many retailers we have spoken to since the inception of GTI have stressed that without diversifying, they would have struggled to survive. As one dealer put it, “Yeti has literally saved our business.” By expanding their offerings - whether through outdoor gear, gunsmithing services, or partnerships with shooting ranges - these retailers have managed to build stronger, more resilient businesses.

In this article, we explore some of the most effective ways to diversify revenue in firearms retail. From adding new product categories to hosting events and leveraging e-commerce, these strategies can help ensure long-term profitability in an increasingly unpredictable market.

BEYOND FIREARMS AND AMMUNITION

For many firearms retailers, gun and ammunition sales remain the backbone of their business. However, the challenge with this model is that firearms are typically infrequent purchases, often years apart, and ammunition sales can fluctuate based on market conditions, regulations, and supply chain issues. To create a more sustainable and profitable business, retailers must focus on selling high-margin, frequently purchased products that keep customers returning.

Diversifying into complementary product categories – such as hunting apparel, shooting accessories, and outdoor gear – can provide a steady stream of revenue and strengthen customer loyalty. Many retailers who have expanded their stock beyond firearms report an increase in footfall and overall transaction value, as customers who initially visit for a firearm purchase return for gear and accessories.

Product categories to consider

Apparel: Shooting jackets, vests, gloves, boots, and hats are all essential for hunters and sport shooters. Stocking recognised brands that offer durability and performance will appeal to customers looking for premium options.

Accessories: Items like cleaning kits, gun cases, ear protection, and shooting glasses are small but essential purchases that customers frequently need to replace or upgrade. These products also encourage impulse buys.

Outdoor gear: Expanding into general outdoor and lifestyle products can attract a broader customer base, including walkers, campers, and outdoor enthusiasts. Consider stocking:

• Walking boots and coats Ideal for customers who spend time outdoors, whether hunting or hiking.

• Coolers and insulated flasks – Brands like Yeti and Stanley have a strong following, and high-quality coolers and flasks make great add-on purchases.

• Camping and survival essentials – Lightweight chairs, multitools, and fire -starting kits can appeal to a range of outdoor users. Retail strategy tips

• Partner with brands offering strong retail margins Work with manufacturers that provide good wholesale pricing and dealer incentives. Prioritise brands that have strong marketing support and brand recognition within the shooting and outdoor communities.

• Set up in-store displays that encourage add-on purchases Organised merchandising can drive higher sales. For example, placing ear protection and shooting glasses near firearms counters makes it easy for customers to grab essentials while making a purchase. Outdoor gear should be positioned to encourage browsing, with interactive displays where possible.

• Offer exclusive bundles Packaging a rifle with a cleaning kit, scope, and case provides convenience for the customer while increasing basket value. Similarly, outdoor products like coolers and insulated bottles can be bundled with apparel or accessories.

• Expand your product range This expands your revenue and builds a stronger relationship with customers who view you as a one -stop shop for all their needs.

OFFERING GUNSMITHING AND CUSTOMISATION SERVICES

Firearms retail isn’t just about selling products – it’s about providing expertise and solutions that keep customers coming back. One of the most effective ways to diversify revenue while strengthening customer loyalty is by offering gunsmithing and customisation services. Many gun owners need repairs, servicing, or modifications but struggle to find a trusted professional. By incorporating these services into your business, you not only increase footfall but also establish your store as a go-to destination for long-term firearm care.

Why this works

Unlike accessories or outdoor gear, gunsmithing and customisation services create repeat business that builds long-term customer relationships. Whether it’s a hunter needing a trigger adjustment, a sport shooter looking for a barrel upgrade, or a collector restoring a classic firearm, the demand for expert gunsmithing remains high. Offering these services in-house or through a trusted partner helps differentiate your business from competitors while adding a reliable revenue stream.

Services to consider

• General repairs and servicing Many shooters require regular maintenance but may not have the knowledge or tools to do it themselves. Routine servicing, deep cleaning, and function checks can encourage repeat visits.

• Cerakoting and firearm refinishing Custom finishes, whether for durability or aesthetics, are increasingly popular. Services like Cerakoting, bluing, or hydro-dipping can set your store apart.

• Trigger upgrades and various stock modifications Adjusting trigger weight or modifying stocks for better ergonomics appeals to a range of customers, from hunters to target shooters.

• Scope mounting and bespoke zeroing services Many customers struggle to properly mount and zero their optics. A professional mounting and zeroing service ensures correct alignment and can be bundled with optic sales. How to implement it:

• Hire or train an in-house gunsmith If space and demand allow, having a qualified gunsmith on staff can turn repairs and modifications into a core revenue stream.

• Partner with a local gunsmith

PARTNERING WITH SHOOTING RANGES AND TRAINING FACILITIES

A well-stocked firearms store is only part of what shooters need – many also require a place to practise, train, and refine their skills. By partnering with local shooting ranges and training facilities, retailers can create a mutually beneficial relationship that drives traffic, increases sales, and enhances the customer experience. Whether it’s through referral schemes, exclusive discounts, or joint events, a strong partnership with a range can position your business as a complete solution for shooting enthusiasts.

Why this is a smart move Many customers buy firearms but don’t have immediate access to a range, making it difficult for them to practise or test their new purchase. Likewise, shooting ranges are always looking to attract more customers, especially those who may not yet be members. By working together, retailers and ranges can drive business to each other while providing a seamless experience for shooters.

Ways to collaborate:

• Try before you Buy demo days Partner with a range to allow customers to test firearms before making a purchase. This can be particularly effective for high-ticket items like shotguns, rifles, and premium optics.

• Exclusive discounts for members Offer a discount to customers who are members of a partnered range. In return, the range can promote your store as their preferred firearms supplier.

• Selling range memberships in-store Act as a sign-up point for the range’s membership programme, earning commission for every new member you refer. This strengthens your store’s relationship with the range while providing a convenient service for customers.

• Training with firearm purchases Many new shooters are hesitant to buy a firearm without proper training. Bundling purchases with an introductory lesson or safety course at a local range can add value and help build confidence in first-time buyers.

• Joint promotional events Work with ranges to host competitions, shooting clinics, or product demonstration days where customers can see the latest firearms, optics, and accessories. How to promote the partnership

• Social media and email marketing Promote events, discounts, and range -related offers through your digital channels to ensure customers see the benefits.

If running an in-house service isn’t feasible, establish a partnership with an independent gunsmith and offer a drop-off/pick-up service. This keeps customers returning to your store while providing an additional service.

• Offer tiered service packages Create structured pricing for basic maintenance, full services, and premium modifications. For example, a ‘Basic Service’ could include a safety check and cleaning, while a ‘Performance Package’ might include trigger tuning and customisation.

Marketing your services

• Showcase work on social media Posting before -and-after photos of custom projects or refinished firearms can drive interest and bookings.

• Offer free basic checks with purchases of any firearm A quick safety inspection or function test can encourage customers to return for servicing.

• Host in-store demonstrations Consider running small workshops where customers can learn about firearm maintenance and modification options.

Adding gunsmithing and customisation services not only generates revenue but also builds trust and loyalty. Customers who rely on you for servicing are more likely to make additional purchases, whether it’s accessories, ammunition, or a new firearm down the line.

• Bundled offers in-store Advertise training packages, membership deals, or range discounts prominently near the firearms counter.

• In-range advertising Ensure the range has promotional materials about your store, from posters to business cards, so shooters know where to shop.

Partnering with a shooting range or training facility strengthens the entire shooting ecosystem, providing retailers with increased exposure while helping customers get the most from their firearms. A well-executed partnership can turn a one -time buyer into a lifelong customer.

HOSTING RETAIL EVENTS TO DRIVE ENGAGEMENT AND SALES

Retail events are a powerful way to engage customers, boost sales, and position your store as a hub for the shooting community. While online sales are growing, in-person experiences remain invaluable, particularly in a specialist industry where customers appreciate hands-on interaction with products.

Types of events to consider:

• Manufacturer demo days Invite brand representatives to showcase new firearms, optics, or accessories, giving customers the chance to try before they buy.

• Hunting season preparation workshops Help customers select the right kit while offering expert tips on gear, ammunition, and shooting techniques.

• Firearm safety and training courses Ideal for new shooters, these sessions add value while strengthening customer trust.

• VIP shopping nights Exclusive events for regular customers or members, offering special discounts and early access to stock.

Making events successful:

• Promote them across social media, email newsletters, and in-store signage.

• Partner with distributors and manufacturers for giveaways and promotional support.

• Encourage attendees to bring a friend— word-of-mouth marketing is powerful.

Events create excitement, drive footfall, and can turn casual visitors into loyal customers, making them a worthwhile investment for any firearms retailer.

Increasing online sales

A strong online presence is no longer optional – it’s essential. While many customers prefer to buy firearms in-store, accessories, apparel, and outdoor gear are prime candidates for online sales.

Key e -commerce opportunities:

• Accessories and consumables Cleaning kits, ear protection, and shooting glasses sell well online.

• Click-and-collect services Allow customers to browse and reserve items online before picking them up in-store.

• Social media-driven sales Use Facebook, Instagram, and email marketing to highlight new stock and exclusive online discounts.

Marketing strategies:

• Run targeted online ads Reach buyers searching for specific products.

• Start an email newsletter Regular updates on new stock, promotions, and industry news keep customers engaged.

• Create product guides and videos Educational content in the form of reviews or instruction videos can drive traffic to your website and improve sales conversions.

• Expanding online sales doesn’t just generate revenue – it keeps your brand in front of customers and drives in-store visits, creating a seamless retail experience.