What's Selling Where
WEST
MONTANA
Butt’s Gun Sales, Billings
Located in the center of Billings, this smaller independent keeps an average of 300 firearms in stock with seasonal help on the weekends. They specialize in handguns, hunting shotguns, and rifles.
If it’s small or super small, this retailer is moving it. “We have seen a strong trend to super-small-format pistols and revolvers. I’m sure we’re going to sell those big-frame handguns at the counter, but it’s going to be a while,” said owner Matt Zimmerman.
This counter is moving Sig Sauer P365 Nitron Micro Compacts, Glock 43Xs, and KelTec P32s. The retailer is also reporting that MSR sales have been flat since fall. However, they mentioned their bolt- and lever-action turns are continuing into the late winter. Marlins and Henrys dominate the list of brisk turns on .45-70s on the lever side, and 7mm PRCs dominate on the bolt side. Ruger Americans and the Savage Axis are garnering the most attention as varmint season closes out.
Utah
Rich’s Gun Shop, St. George
This three-year-old facility, newly placed in southern Utah, offers a wide variety of retail services including sales, gunsmithing, and training. The company moved from Oregon to look for a more firearm-friendly business state.
Handgun sales have stayed brisk. Smith & Wesson’s Shield Plus is in the high spot. But a constantly changing mix of Sig P365s, Springfield Armory Hellcats, and Canik TPs continue to challenge S&W. Bolt-actions that are moving include Ruger Americans and Bergaras.
“It has been an investment to move our operation to Utah, and we couldn’t be more pleased with how welcoming this community has been to our store. They have embraced our services, and we continue to grow with these warm and friendly customers,” said president Lee Richardson.
Additional steady movers include a variety of MSRs, including Diamondbacks, Springfield Saints, and Sig M400s. “Moving to the desert has certainly put a focus on our MSRs. They are the rifle we sell the most here in Utah,” said Richardson.
NEW MEXICO
The Outdoorsman of Santa Fe, Santa Fe
Located in metro Santa Fe, this general hunting, fishing, and outdoor retailer keeps two staff on hand for its gun counter that averages 300 firearms. It is one of the oldest full-line gun stores in the state. Sales of MSRs are warming this counter with an increasing variety of mid- to higher-priced models. Top performers include models from Zero Delta and Primary Weapons Systems.
“Our store has slowly been changing to higher-end accessories and more accurate MSRs. This has been a consistent trend since the pandemic,” said counter salesman Chaz Salazar.
Distance shooting continues to grow for this retailer, as have used specialty guns such as older Winchester Model 70s, and M1 Garands. The store is active on GunBroker.com for many of their vintage hard-to-get items.
Handguns are quickly changing hands with a mix of Sig P365XLs and Glock 43Xs, followed by a few Kimber Micros and the Shield Plus. Shotguns are picking up before turkey season, with several Mossberg 500s and Browning BPSs heading out the door. Late winter always brings a high demand for .22 LR rifles from CZ and Browning.
MIDWEST
IOWA
Daryl’s Gun Shop, Inc., State Center
This general sporting goods store stocks a mix of tackle, archery, and outerwear within its 5,000 square feet. The firearms inventory ranges between 400 and 500 units. Outside is a 300-yard rifle range and a trap course.
Handgun sales have been steady. Shield 2.0 Bodyguards and Glock 19s and 43Xs are all selling well. Another hot mover is the Colt Python with a 6-inch barrel. Surprisingly, another high-demand gun that hasn’t slowed since Christmas is the .22 Cricket.
New MSR sales have slowed to one a month, driven by major changes in customer habits. “It’s tremendously different than two years ago. My customers want to build their own MSRs and/or buy used, inexpensive rifles. They are only ones I can sell,” said owner Dana Schoppe.
Schoppe also noted that new shotgun sales are flat. However, he has noticed an emerging trend with younger shooters who covet pump shotguns from the 1960s. The high demand includes old walnut 870 Wingmasters and Winchester Model 12s.
NEBRASKA
Nebraska Gun, Lincoln
Located in a blue 1890s barn, this small-city gun shop is on the edge of downtown and one block from Kaplan University. Keeping an average of 300 firearms in stock, the store is staffed by its owner with one part-time employee.
Handguns are picking up. Smith 2.0s, Glock 43Xs, and Ruger’s new RMX are moving fast. “We have yet to see just how the RMX is going to perform at retail, but it’s got the most buzz I’ve seen in a while,” said owner Jeff McIntyre.
This retailer is also reporting that the new availability of the Taurus 66 into his inventory will allow heavy promotions during the late winter-spring selling season. Other high-demand items include Marlin 336s, Henry .22s, and any other lever-action in .45-70. MSRs are selling at one a month and are exclusively in the price-point basement category.
McIntyre reported that anything in the M1 Garand category is hot right now. These rifles have risen to a all-time-high demand.
INDIANA
Terre Haute Guns, Riley
Drawing distance shooters and big-game rifle hunters from all over Indiana, Kentucky, and Illinois, this small custom-shop retailer manufactures MSRs and suppressors. The store keeps 300 hundred guns in stock and has a small machine shop in the back. It includes a seasonal bait shop.
Handgun sales are flat, but leading the way are Sig P365s, Hellcats, and Glock 19s. This retailer/manufacturer also builds their own mid-priced MSRs. Sales are steady with many varmint and deer hunters using the gun in available calibers, including .223/556 and .243.
Bolt-action guns are also in demand, and this gunsmith is suppressor-modifying more of them every month. “Now that the ATF is turning paperwork in a few days or a week, my customers are wanting to try a suppressor. Average pricing is under $800. For the cost of a good scope, you dramatically reduce your recoil and save your hearing. It’s really a fast-growing segment,” said owner Brian Williams.
SOUTH
ALABAMA
Calvary Longrifles, Warrior
Just north of Birmingham, this rural store specializes in complete period 1800 rifle builds with notable walk-in retail sales traffic. Their store is located inside a large barn with a complete woodworking and machine shop. They dedicate about 300 square feet for retailing with an average of 200 new firearms in stock.
While they may build historic pistols from the 1800s, this store is turning mostly Glock 43Xs, Sig P365s, and Hellcat handguns. MSRs are turning at two a month. Palmettos and Diamondbacks lead the pack. Other notable sellers include Smith and Wesson’s new lever-action .45-70 and a few Henry .22s.
“We build a lot of high-end special-order guns. And no matter how busy the building side gets, we have found that servicing our regular client needs, even if that is fixing an old .22, is important. Same goes for the customer to be able to buy a popular handgun. If they want to buy it, or fix it, we have their back,” said owner Jim Parker.
TENNESSEE
Classic Arms of Memphis, Cordova
This suburban Memphis store stocks a wide variety of guns in the hunting and home defense categories with a specialty in estate sales. Inventory can vary widely, but usually hovers around 800 guns. They also encourage gun transfers.
Handgun sales are unusually brisk for this store with a mix of Hellcats, Glock 43Xs and 19s, and Shield 2.0s. “I’m encouraged. We’re down just a couple of points from last year, and 2025 seems super busy,” said owner Jay Hill. He also said that for the numbers to be so close to after-pandemic numbers was great news.
Shotgun sales are picking up with a mix Mossbergs, Remingtons, and Benellis. MSRs are turning at two a week with Smith M&Ps in the lead. Ammo stocks are excellent.
Hill said the store is always looking to increase traffic and is both price sensitive and service driven. “We want that customer. If we must do a few transfers for them, then we are good with that,” he said.
WEST VIRGINIA
Spring Hill Rod & Gun, Charleston
Resting in the state’s capital, this well-established general hunting and fishing store stocks a diversity of guns, as well as reloading, archery, clothing, and fly fishing gear. Inventory can range up to 1,000 new and used firearms.
“It’s been an interesting time. While we are staying busy and this time period can be a slower time, handguns and high-end bolt guns are moving with authority,” said counter salesman Joe Means.
The handgun counter is moving Hellcats, Glock 19s and 43Xs, and Sig P365s. Sales of MSRs are steady, turning one to two a week. Here, Daniel Defense leads the way.
Shotgun inventories are high with fast turns moving for turkey season. “We really have found a partner with Mossberg, and they are more popular right now than ever,” said Means. Strongest sellers include the SA 20, the 835, and the 935.
Another trend for this store is the near year-round demand for medium- and higher-end bolt guns. CVA Cascades and Christensen Arms lead this category with a mix of calibers.
EAST
NEW YORK
Frank’s Guns, Amsterdam
Family owned since 1982, this upstate New York storefront is just east of Syracuse and across from State Highway 30. The retailer keeps an extensive selection of over 1,000 firearms and stocks everything from clothing, ice augers, and worms to propane.
It may still be cold outside, but sales inside are warm and brisk. “Our customers are buying. I understand it’s slower for many retailers, but our traffic has not lagged in early 2025,” said owner John Havlick.
Handgun sales are steady. Glock owns the top slot with the 43X and 19. The Sig P365 is just behind. Bolt guns are still moving after varmint season. The Ruger American and the Savage Axis, mostly in .223, rule here. Other notable turns include Henry lever-action .22s. Shotgun inventories are excellent, and this retailer reports high numbers of Stoeger, Benelli, and Berettas are in stock and ready to move.
NEW HAMPSHIRE
Trader John’s Guns, Winchester
Located in lower western New Hampshire, this retailer caters to a working class, older New England customer. The store stocks an average of 400 firearms, keeps two employees busy, and has been in business for more than 50 years. Smith & Wesson owns the handgun counter. The M&P Shield and Plus firmly hold the top spot. Glock 19s and a mix of used wheel guns are also turning regularly.
“Smith has really been a game changer for our store in the last few years. We can accommodate price sensitivity, and my older customers are super attracted to the brand and new product,” said owner Nick Corliss.
Smith & Wesson is also delivering on the MSR side; the M&P 15 Sport III is the top seller. Shotgun sales are flat but should tick up with spring turkey season. This retailer just received a large shipment of Benelli Novas. Ammo inventories are flush.
“I’ve gone back to SHOT Show every year since the pandemic ended. I really believe that keeping newly released product in the store is the big difference in keeping traffic coming by,” said Corliss.
MAINE
Willey’s Sport Center, Ellsworth
This Down East Maine storefront is just 30 minutes from Bar Harbor. The small-town store keeps an average of 1,000 firearms in inventory, with reloading, clothing, fishing supplies, and even small utility vehicles for ice fishing.
While sales for this store are cooling, handguns are creating the largest turns. Smith Shields hold the top spot, with Glock 19s and Sig P365s taking the balance.
“Things are changing. I really feel that seasonal sales promotions are going to be how we will sell this year. As the year progresses it will become more price sensitive. It’s going to be a slower year,” said manager Jason York.
Some varmint rifles are still moving, with Browning X-Bolts and Ruger Americans getting the attention in 308. MSRs are particularly slow this year with just a handful of sales since the start of 2025, mostly from DPMS. While shotguns are also expected to have a slower year, overall inventory of higher-grade upland guns is high. As for ammo stocks, they are flush.