Post-SHOT Show Buying Strategy: How Firearms & Outdoor Businesses Can Avoid Costly Inventory Mistakes
Each year, SHOT Show introduces hundreds of new firearms, optics, ammunition offerings, and accessories. For firearms and outdoor businesses, the challenge isn’t finding new products — it’s choosing the right ones.
The excitement of SHOT Show can easily lead to rushed buying decisions that strain cash flow and result in slow-moving inventory. Successful retailers and manufacturers step back after the show and follow a disciplined, data-driven buying strategy.
This guide outlines a practical post-SHOT Show buying framework designed to reduce risk, protect margins, and align inventory with real customer demand.
The Post-SHOT Show Excitement — and the Risk It Creates
SHOT Show is energizing.
New firearms platforms.
New optics technologies.
New ammunition and accessories.
For small and mid-size firearms businesses, that excitement can also create pressure to:
- Buy early
- Buy big
- Beat competitors to new products
That pressure is often where inventory mistakes begin. New products do not automatically equal profitable products.
Step 1: Revisit Your Financial Reality Before Buying
Before placing any post-SHOT Show orders, businesses should evaluate their financial position.
Key areas to review include:
- Cash flow availability
- Open-to-buy budget
- Inventory carrying costs
- Outstanding vendor balances
If the financial foundation isn’t solid, new products will not fix underlying problems. Inventory should support financial stability — not undermine it.
Step 2: Analyze at Least Five Years of Your Sales Data
Industry trends matter, but your historical sales data matters more.
Retailers should review at least five years of location-specific data to identify:
- What products actually sold
- Seasonal demand patterns
- Price points that consistently move
- Products that looked promising but underperformed
SHOT Show highlights what’s new. Your data reveals what works in your market.
Industry Example: When Buzz Fades but Inventory Remains
A common post-SHOT Show scenario:
A new pistol launches with heavy marketing and early excitement. Within a few months, distributors begin discounting inventory as demand softens.
Retailers who reviewed historical handgun sales avoided overbuying. Those who chased buzz often tied up capital in slow-moving stock.
The lesson is simple: hype fades, but inventory remains.
Step 3: Online vs. Brick-and-Mortar Buying Strategies
Buying strategies should reflect how a business sells.
Brick-and-mortar focused retailers typically prioritize:
- Proven sellers
- Hands-on customer appeal
- Local market demand
Retailers with online sales capabilities may:
- Test specialty SKUs
- Carry niche calibers or limited runs
- Reduce in-store inventory risk
One buying strategy rarely fits both channels.
Step 4: Ask Customers Before You Buy
Customer feedback is one of the most underused tools in the firearms industry.
Retailers can send simple email surveys asking customers to:
- Review a list of new SHOT Show products
- Select their top five interests
- Share why they prefer certain products
This approach:
- Reduces guesswork
- Builds anticipation
- Improves sell-through rates
Your customers often provide better forecasting insight than manufacturers or distributors.
Step 5: Use Simple Tools to Improve Buying Decisions
Market research does not need to be complicated.
Effective tools include:
- Email survey platforms (Mailchimp, Constant Contact, Google Forms)
- Social media polls on LinkedIn, Facebook, and Instagram
- Sales analytics and inventory management software
- Recent industry reports and market data
Good tools support better decisions — especially during post-SHOT Show buying cycles.
Balancing Local Markets with Industry Trends
Successful firearms businesses understand their local market while staying aware of broader trends.
Local factors such as geography, customer demographics, and use-cases matter. At the same time, ignoring emerging trends can lead to stagnant sales.
The goal is selective adoption — informed by data, customer feedback, and market analysis.
Final Thoughts: Strategy Beats Hype After SHOT Show
SHOT Show inspires innovation. Profitability comes from disciplined execution.
The right products aren’t just new — they are right for your business, your customers, and your market.
Firearms and outdoor businesses that use data-driven buying strategies are better positioned to protect cash flow, avoid overbuying, and sustain long-term growth.
About Virginia Innovations, Inc.
Virginia Innovations, Inc. provides firearms industry consulting, market analysis, and professional firearms appraisals for retailers, manufacturers, collectors, and estates.
Our work helps firearms businesses make informed, defensible decisions grounded in data and industry expertise.