According to Shooting Industry magazine, a large segment of gun buyers are now gravitating toward long-range shooting. Short carbines with red dots are OUT. Precision rifles with high-power optics are IN. Interest in long-range shooting has driven sales of modular bolt guns and upgraded ARs in .224 Valkyrie or 6.5 Grendel. Shooting Industry states: “Dealers around the country report interest in long-range shooting has ignited over the past 12+ months”. In fact, “long-range shooting has become a passion for a larger number of shooters, leading to increased potential for sales of guns, ammo, and accessories[.]”
Doug Gifford of CORE Rifle Systems and GTO Guns in Florida observes: “For the past 12 months or so, I’ve seen a huge move toward interest in long-range accuracy.” Modern bolt-action rifles in popular chamberings such as 6.5 Creedmoor “are probably the fastest-moving modular sporting guns at the moment”.
Ruger Precision Rifle Leads the Way
Vikram Mookerajee of Pinnacle Firearms in Indiana says the introduction of the Ruger Precision Rifle (RPR) several years ago really “opened up the market” to a broader spectrum of customers. The RPR created a whole new market segment for modular chassis rifles. With “street price” under $1250 (and under $1000 during sales), the RPR delivered a modern-looking, modular rifle system at an affordable price. This was not your grand-pappy’s deer rifle — the modular look appealed to a younger market segment. RPR accuracy out of the box was pretty good too.
Following the success of the basic RPR, offered in 6mm Creedmoor, 6.5 Creedmoor, and .308 Win, Ruger has introduced a big Magnum version in .300 Win Mag and .338 Lapua Magnum. This is a large rifle, weighing 15.2 lbs. without optics. And, with a $2099 MSRP ($1700 street price) it is considerably more expensive than the original RPR.
Long-Range Interest Drives Sales of Expensive Optics
The increasing interest in long-range shooting has driven sales of higher-magnification optics, particularly First Focal Plane (FFP) scopes with Mil-type reticles. Core’s Gifford notes: “The long-range trend is moving into real science. Shooters are looking at parallax and focal plane; they’re getting into the science of optics.” The latest generation of scopes aren’t cheap. For example, the 7-35x56mm FFP Nightforce ATACR, one of the most popular optics with PRS shooters, retails for $3600.00! You can buy a pretty nice used motorcycle or bass-boat for that kind of money.
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This gun production chart appears in the July 2018 issue of Shooting Industry magazine. Factoid: U.S. total firearms production has more than tripled since we launched this website in 2004.
Move over Ruger, Remington, Savage … Smith & Wesson is the new Big Kid on the Block. According to 2016 firearms industry production reports from Shooting Industry magazine, S&W has taken over as the number one firearms producer in the United States. That’s good news for S&W, but bad news for Ruger, which had been number one for the past eight years.
Smith & Wesson was the top overall U.S. firearms manufacturer in 2016 with 2,120,910 firearms produced, a stunning 44% increase over the previous year. Ruger was second in 2016 with 1,981,590 firearms, an 18.8% gain over 2015. The last time S&W was ranked number one was way back in 2007. While S&W is generally seen as a handgun maker, it also produces a wide variety of rifles both under the S&W banner and its subsidiary Thompson/Center Arms. Last year the historic Smith & Wesson enterprise was officially renamed American Outdoor Brands Corp. (NASDAQ: AOBC) in part to reflect the fact that it is more than just a handgun maker.
Key Industry Production Numbers in 2016
There were some other interesting facts revealed in the Shooting Industry magazine report:
1. For only the second time ever, U.S. gun-makers produced over 10 million firearms (rifles, pistols, and shotguns) in 2016. The 10,664,318 total was nearly 20% more than in 2015.
2. For the first time ever, in 2016 American gun-makers produced over 4 million rifles. The 4,239,335 rifle output set a new high mark, that was 6.5% more than the previous record year, 2013 (3,979,570).
3. A record number of handguns were also produced in 2016. The 5,576,366 pistols produced in 2016 marked a 7.9% increase from 2013, the previous record-holding year (5,167,008).
4. Gun sales increased dramatically in 2016, influenced by fears over the election: “NICS background checks achieved record-setting levels in 2016 — with 15,700,471 background checks (NSSF-Adjusted), an increase of 10.2 percent over 2015 (14,244,240 [NSSF-Adjusted]).”
Top Overall U.S. Firearms Manufacturers in 2016
(Percentage change over 2015)
• Smith & Wesson: 2,120,910 (+44.0%)
• Ruger: 1,981,590 (+18.8%)
• Remington: 1,240,665 (+8.5%)
• SIG Sauer: 633,533 (+27.4%)
• O.F. Mossberg: 508,466 (+0.8%)
Top U.S. Rifle Makers:
(Percentage change over 2015)
• Remington: 769,942 (-0.5%)
• Ruger: 701,992 (+6%)
• Anderson Mfg.: 453,763 (+51.1%)
• Smith & Wesson: 396,710 (+89.7%)
• Savage Arms: 311,878 (-18.3%)
Top U.S. Handgun Makers:
(Percentage change over 2015)
• Smith & Wesson: 1,724,131 (+36.4%)
• Ruger: 1,279,415 (+27.4%)
• SIG Sauer: 581,807 (+26.6%)
• Glock: 368,140 (+70%)
• Kimber: 223,785 (+69.6%)
Current Outlook for American Firearms Industry
So far, 2018 has been a fairly tough year for the gun industry: “The U.S. firearms industry finds itself at a crossroads in 2018. Facing attacks from state governments, financial institutions, tech companies and students (all while experiencing sluggish demand) it’s currently in a challenging position.” However, there are many indicators that the gun industry is still strong. Kimber and Tauras have both opened new factories in the U.S. Southeast, and Remington has emerged from Chapter 11 Bankruptcy with creditors exchanging debt for equity: “It is morning in Remington country — We are excited about the future…” said Anthony Acitelli, Remington CEO.
For more insights, read the full version of the U.S. Firearms Industry 2018 Report. There are many more detailed charts and tables breaking down production, imports, and exports. This appears in the July 2018 issue of Shooting Industry Magazine.
Looking for some interesting reading material? How about ten-and-a-half years of Shooting Industry Magazine? One hundred twenty-five issues of this popular magazine are available online in Shooting Industry’s digital archives. The latest May 2018 issue was just released. CLICK HERE to read the latest issue, which is available for FREE online (along with all back issues for the past ten years). NOTE: If you have any trouble with the Chrome browser, access the archives with this link using a different browser, such as Firefox: https://shootingindustry.com/digital-version/
Get Free Digital Magazines, 2008-2018
You can access, for free, ten years of Shooting Industry back issues, plus all the recent 2018 issues. CLICK HERE for the full index of all Shooting Industry back issues for the past decade (2008-2018). The newest issues are at the top, and you can scroll down all the way to 2008. Here are some highlights:
In the September 2017 issue there is an informative article on varmint and predator hunting. This talks about popular equipment for both coyote hunting and prairie-dog safaris.
And in the January, February, and March 2018 issues you’ll find Shooting Industry New Product Showcases. These monthly, multi-page articles highlight dozens of new rifles and shooting products introduced in recent months.
The March 2018 issue also has an interesting article on long gun sales trends. As you might expect, there is an over-supply of AR-platform rifles, which has led to deep discounting by some manufacturers. One vendor lamented: “That [MSR] market is flat-lining… the bottom has really dropped out of the market”. Shotguns remain the top home defense choice. In the bolt-action rifle market, 6.5 Creedmoor rigs are hot sellers, with sales of both competition and hunting rifles in this chambering. For the general hunting market, .30 Cals remain popular: .308 Win, .30-06, and big .300-class magnums.
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If you couldn’t attend SHOT Show this past January, here’s the next best thing. Shooting Industry Magazine has released, in its April issue, a comprehensive guide to SHOT Show 2017. You’ll find a summary of the hottest new products, including dealers’s selections for potential top sellers of 2017.
Over 60 products are detailed in this issue’s expanded New Product Showcase (April issue pp. 40-53). This features many new rifles suitable for Tactical or PRS Competition as well as some interesting hunting/varmint rig. You’ll also find some
A second product feature, “SHOT Show Standouts”, highlights dealers’ top picks from a variety of categories. Black Hills’ new line of “Honey Badger” ammunition, eye-catching knives from Steel Will and a smartphone-synced thermal camera by are just a few of the newest products poised to potentially draw big sales. Lastly, a variety gun storage solutions are covered in this April edition in an Arms & Woman feature.
You can access all these product features on the Shooting Industry Digital Edition. CLICK HERE to launch the April Cover page, then navigate by flipping pages, just as with a print magazine. You’ll find the main SHOT Show Product Showcase starting on page 40.
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Want a preview of the hot new products of 2017? Then check out the January 2016 Digital Edition of Shooting Industry Magazine. This free, digital eZine contains a 32-page Product Showcase with dozens of new products — rifles, pistols, optics, reloading tools, hunting gear and more. The product showcase article reveals many new-for-2017 firearms, including new guns from Bergara, Colt, Savage, Sig Sauer, Smith & Wesson, Weatherby (and more). Along with the product guide, the January issue includes a complete listing of 2017 SHOT Show Exhibitors, with booth numbers.
Shooting Industry Buyer’s Guide Lists Thousands of Companies
Shooting Industry Magazine also offers a very comprehensive Shooting Industry Buyer’s Guide. This searchable, online resource lists 2500+ companies, complete with address, phone number(s), email, and website link. All the major precision shooting suppliers, such as Berger Bullets, Lapua, Hodgdon, McMillan, Nightforce, Redding, Sierra etc. are listed. Access this comprehensive directory gun industry companies at http://sibuyersguide.com/.
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Want a preview of the hot new products of 2017? Then check out the just-released December 2016 Digital Edition of Shooting Industry Magazine. This free, digital eZine contains a 25-page Product Showcase with dozens of new products — rifles, pistols, optics, reloading tools, hunting gear and more. The product showcase article reveals many new-for-2017 firearms, including new guns from Ruger, Springfield Armory, and Walther. Along with the product guide, the December issue includes a 4-page preview of SHOT Show 2017, coming up in January.
Shooting Industry Buyer’s Guide Lists Thousands of Companies
The December Edition of Shooting Industry Magazine also contains a very comprehensive Shooting Industry Buyer’s Guide, starting on page 80. This 80-page resource lists 2500+ companies, complete with address, phone number(s), email, and website link. All the major precision shooting suppliers, such as Berger Bullets, Lapua, Hodgdon, McMillan, Nightforce, Redding, Sierra etc. are listed. In addition, you’ll find an easy-to-search, stream-lined version of the Buyers Guide at http://sibuyersguide.com/.
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The latest digital edition of Shooting Industry Magazine offers a run-down of hot products at SHOT Show 2016. In this FREE April edition, you’ll find a SHOT Show in Review article, a “Show Stoppers” guide to Buyers’ favorites, a list of products you may have missed, as well as a 2016 New Product Showcase. For anyone interested in new shooting products, you really should read this special April issue cover to cover. This year’s SHOT Show, held January 19-22 in Las Vegas had more than 1600 exhibitors, with a record number of new products on display.
Show Stoppers from Las Vegas
One of the Show Stoppers highlights was a quad-barrel AR Kit. The new Multi-Caliber System (MCS) from Windham Weaponry offers plenty of bang for the buck. The kit comes with four different barrels: .223 Rem, 7.62x39mm, .300 Blackout, and 9mm Luger. The gun’s modular design makes it easy to change calibers by swapping barrels and magazine wells. (That’s right, you change the magwell to fit the caliber — a smart idea. That way you can run proper AK-style 7.62×39 magazines). One dealer stated: “You can get all four conversion kits in a hard-sided case at a decent prices. The fact you can change calibers so quickly is going to make this a big seller.”
New Product Showcase
Along with the Show Stoppers Guide, this April issue of Shooting Industry Magazine featured “Products You May Have Missed At SHOT Show” as well as a New Product Showcase. The Showcase highlights interesting new products from Benelli, Browning, Colt, Kimber, Nikon, McMillan, Nosler, Polycase, and many other leading brands.
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Want a preview of SHOT Show 2016? Then check out the just-released December 2015 Digital Edition of Shooting Industry Magazine. This free, digital eZine contains a 22-page spread with dozens of new products — rifles, pistols, optics, reloading tools, hunting gear and more. The product showcase article reveals many new-for-2016 firearms. Savage is bringing out a laminated wood-stocked version of its A17 17HMR Rifle, and there are new rifles from FNH, Howa, Merkel, Weatherby and more.
Shooting Industry Buyer’s Guide Lists Thousands of Companies
The December Edition of Shooting Industry Magazine also contains a very comprehensive Shooting Industry Buyer’s Guide, starting on page 76. This 80-page resource lists 2500+ companies, complete with address, phone number(s), email, and website link. All the major precision shooting suppliers, such as Berger Bullets, Lapua, Hodgdon, McMillan, Nightforce, Redding, Sierra etc. are listed. In addition, you’ll find an easy-to-search, stream-lined version of the Buyers Guide at SIBuyersGuide.com.
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If you want to know “Who’s Who” and “What’s What” in the gun industry, you should check out the big December 2013 edition of Shooting Industry Magazine, available FREE online (in eMagazine format). The free December issue contains a huge, 75-page directory of industry manufacturers and distributors. This directory provides address and contact information for hundreds of companies — it is truly the “Yellow Pages” of the shooting industry, with virtually ever firearm-maker and accesory-maker, large and small. Along with company listings, there is also an index of products and services. This is very handy, as you can simply choose a product type (such as “Holsters” or “Gun Scopes”) and instantly find dozens of product makers. An interactive version of this comprehensive resource (with company directory and product/service index) is also available online at SIBuyersGuide.com.
This issue of Shooting Industry also presents Part I of the 2014 New Product Showcase with dozens of new products. These include handguns, long guns, ammunition, optics, accessories and more.
Also in the December issue is an in-depth preview of the 2014 SHOT Show, detailing the week’s events at this mega trade show in Las Vegas.
Retailers Have Concerns About Legislation and Ammo Shortages
“The New Business Year presents a number of challenges for the industry, with firearms dealers expressing concern about the tentative economy, consumer retention, product saturation, ammunition shortages, legislative threats and technology pressure,” said Russ Thurman, Shooting Industry publisher and editor. “While there are plenty of challenges for 2014, there is also a measure of optimism. Dealers and range operators are expanding their operations, much of it fueled by the increase in profits during 2013.”
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The National Shooting Sports Foundation (NSSF) has released the results of its latest online survey of active hunters and target shooters. Each month the NSSF surveys shooters’ buying preferences for particular types of merchandise. In August, the NSSF asked shooters to rank the brand(s) of rifle ammo they had purchased most often so far in 2011. Remington lead the way, followed by Federal, Winchester, Hornady, and CCI (in that order).
The NSSF also asked hunters and shooters about their overall spending patterns for the year 2011. Respondents were asked: “Do you think you are buying more, less, or the same amount of hunting equipment so far in 2011 as compared to 2010?”
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If you’re planning to attend SHOT Show, or if you just want a preview of the firearm industry’s largest trade show, you’ll want to read the January 2010 edition of Shooting Industry Magazine. For a limited time, an electronic “e-zine” version of the January issue is available for FREE online. This digital edition contains an extensive SHOT Show Special Report, along with a complete SHOT Exhibitors Guide (pp. 72-87) listing ALL participating companies with their booth numbers.
Big 2010 New Product Guide
The entire 116-page issue is now available on the web, in a searchable, flip-page format like a print magazine. This lets you see the large-format, full-page 2010 product introductions from companies such as Hornady (p. 11), SigSauer (p. 23), and Savage (p. 29). Along with these vendor-produced ads, you’ll find an 18-page 2010 New Product Guide featuring new firearams, reloading products, and shooting accessories.
New Hornady Electronic Powder Dispenser and New RCBS Bipod
We found a couple surprises in Shooting Industry’s January New Products report. First, Hornady is bringing out a NEW Digital Powder Scale/Dispenser to compete with the RCBS Chargemaster. Hornady calls its new red dispenser the Lock-N-Load Auto Charge. Hornady claims its new Auto Charge “measures weights to 0.1 grains and has a scale capacity of 1,000 grains.” The unit features automatic and manual dispense options, trickle function, three (3) speed settings, and “over-charge” protection. Hmmm, this is the first powder dispenser to included selectable dispensing speeds — that’s potentially a very useful feature. The brand new Auto Charge is featured as item 050068 on Hornady’s website with a $317.91 MSRP. MidwayUSA says it should have the AutoCharge in next week (1/15/2010), with a retail price of $239.99. If that price holds, the red Auto Charge will cost about $40-$60 less than the green RCBS ChargeMaster.
RCBS also revealed an interesting new product — a new rail-mounted bipod. The new RCBS “Precision Target Bi-pod” features quick-adjust telescoping legs (7-10″), 25 degress of cant adjustment, large wedge-shaped plastic feet, and “tool-free mounting” to Picatinny rails. According to RCBS, the new bipod is constructed of 6061 T6 Aluminum with Type III Hard Coat Anodizing. RCBS says this new bipod is “suitable for AR-style weapons and can be adapted. to non-Picatinny-style weapons as well. For more info on this new bipod, check our this RCBS 2010 Catalog Update (PDF file). MSRP for the new bipod is a hefty $219.95. Message to RCBS: A Harris Swivel works darn well at half the price!
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Top Overall U.S. Firearms Manufacturers in 2016
A second product feature, “SHOT Show Standouts”, highlights dealers’ top picks from a variety of categories. Black Hills’ new line of “Honey Badger” ammunition, eye-catching knives from Steel Will and a smartphone-synced thermal camera by are just a few of the newest products poised to potentially draw big sales. Lastly, a variety gun storage solutions are covered in this April edition in an Arms & Woman feature.
If you’re planning to attend SHOT Show, or if you just want a preview of the firearm industry’s largest trade show, you’ll want to read the 
