Firearms Industry Employs Aggressive Digital Marketing to Boost Online Gun Sales

The gun industry is intensifying its digital sales strategies. This shift comes as overall firearm sales have declined in recent years. New tactics aim to capture customers directly through online platforms.

According to a report from The Trace and Rolling Stone, the industry’s main trade group hosted a webinar on these methods. The presentation outlined how to use targeted emails and ads to drive purchases.

NSSF Webinar Details Online Sales Push

The National Shooting Sports Foundation (NSSF) held the webinar in May 2024. It was presented to thousands of the group’s gun seller members. The session featured a digital marketing director from Guns.com.

His presentation focused on guiding shoppers through a “sales funnel.” The goal is to move a casual browser toward a final purchase. Specific tools were recommended to achieve this.

One key tactic is the “cart abandonment email.” This automated message reminds a customer if they leave a website without completing a purchase. Another email can follow if they still do not buy.

Marketing Tactics Leverage Scarcity and Panic

The recommended emails often use psychological triggers. They emphasize scarcity and urgency to prompt a sale. Examples included phrases like “Order now before it’s gone” and “PRICE DROP ALERT.”

This approach taps into a known industry phenomenon called “panic buying.” It encourages immediate action from potential buyers. The strategy is common in e-commerce but is now being systematically applied to firearms.

Industry surveys show online gun sales are growing. They increased from 26 percent of sales in 2018 to 33.5 percent in 2022. This data suggests a significant market shift to the internet.

The firearms industry’s pivot to sophisticated digital marketing marks a new chapter in online commerce, one that could significantly influence consumer behavior and access to weapons in the digital age.

Info at your fingertips

What is the National Shooting Sports Foundation (NSSF)?

The NSSF is the primary trade association for the firearms industry. It represents thousands of gun sellers and manufacturers. The group advocates for the industry’s political and business interests.

What are “cart abandonment emails” in this context?

They are automated emails sent to someone who adds a gun to an online cart but does not buy it. The emails remind the person of the items they considered. They often use urgent language to encourage completing the purchase.

How have online gun sales changed recently?

NSSF surveys indicate a steady increase in online firearm sales. Internet purchases rose from 26% of the market in 2018 to 33.5% in 2022. This represents a significant move by consumers to buy guns on the web.

What is “panic buying” in the gun industry?

Panic buying refers to surges in firearm purchases driven by fears of new regulations or social unrest. The industry’s marketing sometimes leverages this sentiment. Emails highlighting scarcity or price drops can activate this consumer behavior.

Why does this digital marketing shift matter?

It matters because the industry relies heavily on repeat customers building large collections. Widespread use of personalized, aggressive online marketing could intensify this trend. This has implications for gun ownership patterns and public safety.