First Ever Consumer Segmentation of the U.S. Firearms Market Just Released

Record Firearms Sales Year Projected as Americans Stuff their Stockings with Guns
Record Firearms Sales Year Projected as Americans Stuff their Stockings with Guns
Southwick Associates
Southwick Associates

Fernandina Beach, FL.-( Firearms and accessories consumers are not all the same. Business growth depends on understanding consumers’ evolving needs and why they will choose one product over another.

In conjunction with the National Shooting Sports Foundation (NSSF), Southwick Associates has produced the first-ever consumer segmentation study of U.S. firearms owners to help manufacturers and retailers understand consumers on a deeper level and identify new business opportunities. Consumers are separated into eight unique segments based on their shared motivations and product preferences – the very factors that drive their purchase decisions.

Based on multiple rounds of consumer surveys, this comprehensive report provides the actionable insights needed to excel in the increasingly competitive firearms and accessories market. Key insights include:

  • Motivations for hunting, shooting and firearms purchases;
  • Types of shooting activities pursued;
  • Detailed profiles for the unique protection-oriented segments;
  • Products & accessories purchased in the past 12 months;
  • Firearms they would like to buy in the next five years
  • Most important product features desired by each segment;
  • Shopping habits and annual amount spent;
  • Their path to purchase (i.e. media usage, pre-purchase research, etc.);
  • And much more.

“Sales growth depends on fully understanding the needs that drive people to buy a firearm or accessory, and the types of product features that will best satisfy their needs,” says Nancy Bacon, Vice President of Southwick Associates. “This segmentation report will help companies clearly define their customers and the products best suited for each segment; and develop communications and merchandising strategies that reach the heart of consumers.”

The 150-plus page report, with results presented via colorful graphics, is now available from Southwick Associates. Custom research is also available based on the proprietary database containing responses from more than 100,000 detailed consumer surveys.

For more information, pricing and a list of the report’s contents, visit,or to purchase a report, contact Lee at [email protected] To inquire about custom insights, contact [email protected]

About Southwick Associates

Southwick Associates is a market research and economics firm, specializing in the hunting, shooting, sportfishing, and outdoor recreation markets. For more than 25 years, Southwick Associates has established a proven record for delivering comprehensive insights and statistics assisting business and strategic decisions across the entire outdoor industry; from government agencies, industry associations and non-profit organizations, to affiliated businesses and manufacturers. Aside from custom market research, Southwick Associates also provides syndicated participation, media consumption and equipment purchase tracking studies utilizing their proprietary sportsmen panels.

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Wild Bill

Oh yeah, Southwick Associates… I have taken their surveys.


Not sure how many firearms retailers in this market can afford to spend $3K for a report….maybe that would be better spent on inventory or marketing?

Christopher Eller

Every FFL should get this.

It’s only twice the cost of getting set up as an FFL.

NSSF members: $2,975
Non-members: $3,500