Skip to main content

NSSF Survey: Broad Demographic Appeal for Firearms Purchases

NSSF Survey: Broad Demographic Appeal for Firearms Purchases

NSSF graphic

Firearm and ammunition retailers have been busy, really busy, during the first six months of 2020 – and they are not just selling to what many thought to be the traditional customer, older white males – as new NSSF® research shows customers of all demographic backgrounds are part of this ongoing sales surge.

NSSF’s adjusted NICS data shows that a record 10.3 million firearm transactions have been processed by retailers nationwide in the first half of the year. No matter how busy NSSF retail members are handling these millions of transactions, we are thankful that they are always willing to take the time to let NSSF know what they are seeing first-hand in their stores and at their counters.

Thanks to retailers’ insights early this year, news outlets across the globe have been reporting that millions of Americans became first-time gun owners during the first four months of 2020. In early July we reached back out to retailers to learn more about who these surge customers were.

First off, approximately 90 percent of retailers reported an increase in firearm and ammunition sales during the first half of 2020 versus the first half of 2019. How big are those increases? Responding retailers noted that they are seeing a 95 percent increase in firearm sales and a 139 percent increase in ammunition sales over the same period in 2019.


It has been well known inside the industry that purchasers of guns and ammunition have long had diverse demographic backgrounds. During the first half of 2020, retailers noted that the overall makeup of their customers consisted of 55.8 percent white males, 16.6 percent white females, 9.3 percent Black males, 5.4 percent Black females, 6.9 percent Hispanic males, 2.2 percent Hispanic females, 3.1 percent Asian males and 0.7 percent Asian females. The highest overall firearm sales increase comes from Black men and women who show a 58.2 percent increase in purchases during the first six months of 2020 versus the same period last year.


Bottom line is that there has never been a sustained surge in firearm sales quite like what we are in the midst of. No matter who they are or the reason for their purchase, we must continue to practice and promote the rules of firearm safety and be sure to add a +ONE and invite some fellow enthusiasts with us to the range or field during National Shooting Sports Month® and the upcoming hunting seasons.

NSSF
NSSF graphic

For additional insights on the firearm industry, visit nssf.org/research. Please click here to print and share the infographic outlining the results of this survey.

GunVote2020
NSSF graphic

#GUNVOTE 2020: Help Drive Voter Registration

NSSF is urging all industry businesses to download and display NSSF’s #GUNVOTE® icon on their company websites and incorporate #GUNVOTE messages in their social media campaigns.


National Shooting Sports Foundation aims to promote, protect and preserve hunting and the shooting sports. Formed in 1961, NSSF has a membership of thousands of manufacturers, distributors, firearms retailers, shooting ranges, sportsmen’s organizations and publishers nationwide.

GET THE NEWSLETTER Join the List and Never Miss a Thing.

Recommended Articles

See More Recommendations

Popular Videos

Hobie MirageDrive 360 Kayak Propulsion: Amazing Control and Power

Hobie MirageDrive 360 Kayak Propulsion: Amazing Control and Power

The Hobie MirageDrive 360 pedal propulsion system is the pinnacle of kayak control with more efficient fin designs, glide technology and allows the boat to be moved in any direction.

Catch More Bass on a Jerkbait in the Cooler Months

Catch More Bass on a Jerkbait in the Cooler Months

This one simple trick will trigger more bass strikes on a jerkbait during the fall months.

Understanding Reel Retrieve Ratios and How it Affects Lure Presentations

Understanding Reel Retrieve Ratios and How it Affects Lure Presentations

Increase a lure’s effectiveness by pairing it with the ideal reel speed.

Action and Power Ratings- How to Choose the Right Bass Rod

Action and Power Ratings- How to Choose the Right Bass Rod

Most fishing rods feature both an action and a power rating, but what do those ratings mean and how do you use them to select the right rod for different scenarios? In this video, outdoor writer and tackle specialist Shane Beilue breaks down the difference between a rod blank’s action and power and discusses what the various ratings of each mean.

See More Popular Videos

Trending Articles

The best jig fisherman are those that are always aware of what their jig is doing.4 Tips When Jig Fishing For Bass Bass

4 Tips When Jig Fishing For Bass

Chris Schneider - August 25, 2015

The best jig fisherman are those that are always aware of what their jig is doing.

It may be 125 years old, but the .30-30 Winchester retains its status thanks to modern loads.Turning .30-30; It's Better Than Ever Ammo

Turning .30-30; It's Better Than Ever

Richard Mann - October 27, 2020

It may be 125 years old, but the .30-30 Winchester retains its status thanks to modern loads.

The colder waters of early spring are prime times to use these proven bait rigs for stripers.3 Proven Bait Rigs for Stripers Striper & Hybrid

3 Proven Bait Rigs for Stripers

J.B. Kasper

The colder waters of early spring are prime times to use these proven bait rigs for stripers.

While catfish are still catfish, the difference between day and night tactics and strategies can be profound, even when fishing the same lake or river.How to Catch Catfish Day and Night Fishing How-To

How to Catch Catfish Day and Night

Terry Madewell

While catfish are still catfish, the difference between day and night tactics and strategies...

See More Trending Articles

More Conservation & Politics

Inside look at how hunting, fishing and land-management priorities are established, and how they will be pursued the next four years.10 Priorities for the Conservation Roadmap Ahead Conservation & Politics

10 Priorities for the Conservation Roadmap Ahead

Andrew McKean - December 28, 2020

Inside look at how hunting, fishing and land-management priorities are established, and how...

H.R. 38 would end patchwork of confusing gun laws for CC permit holders.NSSF: Thumbs Up to Concealed Carry Reciprocity Legislation Conservation & Politics

NSSF: Thumbs Up to Concealed Carry Reciprocity Legislation

National Shooting Sports Foundation - January 05, 2021

H.R. 38 would end patchwork of confusing gun laws for CC permit holders.

These field reports from across the country range from the serious to the ridiculous.Game Warden Stories: 40 Deer Poached, Drunk Hunting, Not Telling the Truth Conservation & Politics

Game Warden Stories: 40 Deer Poached, Drunk Hunting, Not Telling the Truth

Game and Fish Staff - December 11, 2020

These field reports from across the country range from the serious to the ridiculous.

See More Conservation & Politics

Magazine Cover

GET THE MAGAZINE Subscribe & Save

Digital Now Included!

SUBSCRIBE NOW

Give a Gift   |   Subscriber Services

PREVIEW THIS MONTH'S ISSUE Arrow

Buy Digital Single Issues

Don't miss an issue.
Buy single digital issue for your phone or tablet.

Buy Single Digital Issue on the Game & Fish App

Other Magazines

Special Interest Magazines

See All Special Interest Magazines

GET THE NEWSLETTER Join the List and Never Miss a Thing.

Phone Icon

Get Digital Access.

All Game & Fish subscribers now have digital access to their magazine content. This means you have the option to read your magazine on most popular phones and tablets.

To get started, click the link below to visit mymagnow.com and learn how to access your digital magazine.

Get Digital Access

Not a Subscriber?
Subscribe Now