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The latest National Association of Sporting Goods Wholesalers (NASGW). “U.S. Firearms Industry Today Report – 2025” gives us a clear snapshot of where the gun market is heading. While it might sound like something for industry insiders, there’s a lot in here that matters to everyday gun owners—especially those looking for deals, new gear, and insights into where the market is going.
Let’s break it down in plain English.
1. Gun Sales Are Down—But Not Dead
NICS background checks (adjusted by NSSF) dipped slightly this year compared to 2024, but here’s the bigger picture: sales are still strong historically. We’re talking about 70 straight months of over 1 million checks each month. That’s huge.
What it means for you: If you’re in the market for a firearm, retailers and wholesalers are sitting on plenty of inventory. That means deals. Expect to see discounts and rebates, especially as manufacturers fight to win your dollar in a highly competitive environment.
2. Innovation Is the Name of the Game
Big names like Ruger and Smith & Wesson aren’t sitting still. Ruger is doubling down on new product launches and partnerships (think their RXM pistol and collaborations with Magpul and Dead Air Silencers). S&W is leaning on fresh designs and more budget-friendly offerings to attract cautious buyers.
Why it matters: New guns and gear are dropping fast, and companies are trying to stand out. That means more innovation—and sometimes lower prices—as they aim to grab your attention. If you’ve been waiting for a reason to upgrade, 2025 could be the year to do it.
2a. Ruger’s Bold Moves in 2025
Ruger RXM 9mm Pistol Handgun with Optics
Ruger isn’t just coasting on its reputation—it’s going all-in on innovation and strategy under its new President & CEO, Todd Seyfert.
Seyfert shared how Ruger is fighting to address current market headwinds.
“The challenges in the firearms market are clear and well-documented across the industry. According to RetailBI’s Q1 2025 report, retail firearm unit sales declined 9.6% year-over-year, with revenue down 11.5%. Handguns, rifles and shotguns were all under pressure, and even adjusted NICS checks declined by 4.2%,” he noted. “Despite these two headwinds, I’m proud to report that Ruger remained flat in sales, while staying profitable. My mindset as CEO is although the firearms industry may be cyclical, Ruger does not have to be, and our performance this quarter supports that.”
Smart Partnerships: Collaborations with Magpul and Dead Air Silencers show Ruger’s commitment to accessories and suppressors that fit the modern shooter’s needs.
Resilience Against Market Headwinds: While many manufacturers saw sales dip in Q1 2025, Ruger stayed flat and profitable. They’re investing heavily in product repositioning, lower price points, and expanding capacity where demand is strong.
Long-Term Vision: Seyfert is driving “agile responsiveness” and a push to meet customer expectations. Ruger’s $15–20 million reinvestment into operations signals they’re playing the long game—and that’s great for shooters looking for reliability and innovation.
What this means for you: Expect Ruger to keep rolling out fresh, exciting guns and to maintain their reputation for affordability and quality. If you’re shopping for an American-made firearm, Ruger’s lineup this year is worth a serious look.
Despite tariffs piling on, imports remain strong, especially from Turkey, Austria, and Brazil. Turkish shotguns dominate the shelves, and Austria (hello Glock fans) leads on handgun imports.
Takeaway for gun owners: Imported guns are helping to keep prices competitive, but they also mean more options—some great, some not so great. Do your homework before buying and don’t overlook American-made products that are fighting hard to earn your business.
4. Ammo and Accessory Makers Are Watching Closely
When gun sales slow, accessory and ammo manufacturers feel it too. Many are shifting to target shooters and hunters to keep demand alive.
Why you should care: This is prime time for sales on magazines, optics, and ammo. Watch AmmoLand for deals as wholesalers clear shelves and prep for the next buying cycle.
5. It’s a Buyer’s Market—So Take Advantage
With high inventory and cautious consumer spending, retailers are motivated to move products. If you’ve got cash set aside for that new AR build, suppressors, or optics upgrades, you’re in a strong position to negotiate or snag a sale.
Pro tip: Stack manufacturer rebates with retailer discounts, and don’t forget to check out local gun shops for bundle deals.
The Bottom Line
The firearms industry might be facing headwinds, but that’s good news for gun owners and shoppers. Whether you’re a first-time buyer or a seasoned collector, 2025 is shaping up to be a year of options, competition, and innovation. Smart shoppers will take advantage of the market lull to stock up, upgrade, or grab that dream gun at a discount.
Stay tuned to AmmoLand for updates, hot deals, and the latest industry news that keeps you informed and ready.
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I frequent a local mom and pop gun store. She was telling me how upside down they were on firearms prices.
“You have to keep your inventory up”, she said, “but now that sales numbers are down manufacturers have dropped their prices below what I paid my distributors for just a few months ago!”
The only way out is too buy more inventory at the lower price and spread out the pain over more firearms.
Like I said, it’s a mom and pop store, they’ve been there a long time, but due their size it will be tough.
This is the third? NSSF style puff piece this week about the 2A industry. Ruger’s “innovation”? The RXM is a GLOCK! Marlin’s NOT innovation they just bought a bankrupt brand. The American Rifle Gen 2… Slightly updated Gen 1… Innovation? Hardly. The Super Wrangler, is just a Wrangler made with a different material and cerakote, an updated Single Six… NOT innovation. S&W, more versions of their M&P and the like series isn’t “innovation”, they’ve just tweaked this or that. They’re lever guns are Marlin clones with a mag tube similar to a Henry… NOT innovation. Prices gone down? Where? Prices… Read more »
I frequent a local mom and pop gun store. She was telling me how upside down they were on firearms prices.
“You have to keep your inventory up”, she said, “but now that sales numbers are down manufacturers have dropped their prices below what I paid my distributors for just a few months ago!”
The only way out is too buy more inventory at the lower price and spread out the pain over more firearms.
Like I said, it’s a mom and pop store, they’ve been there a long time, but due their size it will be tough.
BREAKING! Supreme Court 6-3 Decision & DOJ Changes Second Amendment “Assault Weapon” Fight!
Pam/DOJ and Trump just stepped up and said that outright bans on guns and magazines are unconstitutional.
BREAKING! Supreme Court 6-3 Decision & DOJ Changes Second Amendment “Assault Weapon” Fight!
This is the third? NSSF style puff piece this week about the 2A industry. Ruger’s “innovation”? The RXM is a GLOCK! Marlin’s NOT innovation they just bought a bankrupt brand. The American Rifle Gen 2… Slightly updated Gen 1… Innovation? Hardly. The Super Wrangler, is just a Wrangler made with a different material and cerakote, an updated Single Six… NOT innovation. S&W, more versions of their M&P and the like series isn’t “innovation”, they’ve just tweaked this or that. They’re lever guns are Marlin clones with a mag tube similar to a Henry… NOT innovation. Prices gone down? Where? Prices… Read more »