The SHOT Show always serves as a great indicator of the state of the firearms, hunting, and outdoor industry. This year, we’re seeing exciting trends emerge that reflect both challenges and opportunities. Whether you’re a veteran in the industry or one of the many young professionals stepping into leadership roles, there’s a palpable sense of evolution in the air.
In this article, I’ll give you a few thoughts from a marketing perspective as I prepare for SHOT Show and what I plan to see and experience the last week in January.
Young Professionals at SHOT 2024. Photo Credit: NSSF
The Rise of Younger Industry Professionals
The industry is experiencing a significant shift as younger professionals take on leadership roles. With fresh perspectives, digital expertise, and a readiness to challenge the norm, they’re redefining how companies operate, market, and connect with customers. Their innovative approaches and tools resonate deeply with the next generation of outdoor enthusiasts. Over the past year, I’ve found myself working with noticeably younger clients—or maybe it’s just a sign that I’m getting older!
The result? Brands that are more connected to their audiences than ever before. If you’re attending SHOT Show this year, expect to see innovative approaches in product offerings and booth experiences driven by this younger cohort.
Silencer Central makes it easy.
Processes: Eliminating Friction
One of the industry’s greatest opportunities lies in streamlining outdated processes. We all watched Silencer Central rise to become the leading suppressor retailer/manufacturer this past year. By addressing friction points in the suppressor purchasing process—like paperwork and compliance—they’ve created a seamless customer experience. This approach has set a standard for other companies to rethink their operations to better serve their customers.
What other areas could benefit from this kind of innovation? There’s room for growth, whether it’s simplifying product registration, improving warranty services, or enhancing the online purchasing experience (i.e., dealer locators). At SHOT Show, keep an eye out for brands, making it easier for customers to say “yes” to their products.
Materials: What’s New?
The evolution of materials continues to be an interesting trend. Lighter, stronger, smaller, and more durable components are becoming the norm, allowing manufacturers to push the boundaries of design and performance. These innovations, from carbon fiber to advanced polymers, make gear lighter, durable, and functional.
This year, keep an eye out for innovations in coatings, textiles, and lightweight composite materials that maintain durability. The optics and thermal imaging category is also experiencing explosive growth. These advancements not only elevate the user experience but also provide brands and retailers with a crucial competitive edge in an increasingly crowded market.
AI: Friend or Foe?
Artificial intelligence is poised to impact every facet of the industry. From optimizing supply chains to sales/marketing—and enhancing customer interactions, AI offers immense potential. Imagine AI-driven recommendations helping customers find their perfect firearm or optic setup based on their preferences and experience.
However, with these opportunities come challenges. How do we ensure data privacy while leveraging AI? And how will AI shape the creative side of branding and marketing? These are questions worth discussing as the technology becomes more ingrained in our workflows.
Sales: A Trump Slump 2.0?
One lingering question is whether the industry will see a repeat of the “Trump Slump” that followed the 2016 election. Historically, when firearm owners perceive less regulatory risk, sales often dip. But things changed this year when the normal election year bump didn’t happen. While it’s too early to tell if the current political climate will lead to similar patterns, companies should be prepared to weather potential fluctuations in demand.
The key will be focusing on brand loyalty, expanding product lines to reach new markets, and maintaining robust marketing efforts regardless of external factors. As the industry learned in 2017-2021, resilience comes from adaptability.
Branding: The Experience Keeps Improving
If there’s one area where the industry continues to shine, it’s branding. We’ve seen a noticeable shift toward more polished, customer-focused design in recent years. From sleek packaging to immersive storytelling, brands are stepping up their game to create resonating experiences.
As a marketer, the importance of this trend can’t be overstated. Today’s customers are more informed and selective, and strong branding sets a company apart. At SHOT Show, expect to see brands showcasing products and the lifestyle and values they represent.
Silencer Co. booth 2016 is still my all-time favorite.
Technology: An Industry-Wide Embrace
The firearms industry has historically encountered hurdles in adopting modern technology platforms, but that’s starting to shift. Increasingly, tech companies are becoming more open to working with firearms-related products, offering specialized solutions for manufacturers and content creators.
There’s been a growing demand for comprehensive solutions that integrate customer service, marketing, ERP/FFL systems, and sales software. However, Salesforce remains a notable exception, as they do not support firearms companies.
Whether it’s e-commerce platforms like BigCommerce, inventory management systems built for FFLs, emerging ad platforms like Topple, or robust enterprise sales and marketing software tools, the landscape feels like its improving. Even X (formerly Twitter) appears to be allowing the industry to reclaim its voice (Thanks Elon). These advancements empower brands to operate more efficiently and foster stronger audience connections.
Pack Your Bags
As we get ready to pack our bags and head to Vegas for SHOT Show, it’s clear that the industry continues to evolve and grow in exciting ways. Younger leaders are driving innovation, processes are becoming more customer-friendly, and advancements in materials and technology are raising the bar. At the same time, challenges like potential sales slumps and the ethical use of AI remind us of the importance of adaptability and foresight.
For those attending SHOT Show, take a moment to look beyond the booths and products. Engage with the people, explore the stories, and pay attention to the trends shaping our industry’s future. The firearms, hunting and outdoor industries have always been about more than just gear—they’re about our shared passion for adventure, innovation, and freedom. I look forward to seeing you there!
