What's Selling Where
WEST
OREGON
Keith’s Guns, Gresham
Keeping 7,500 guns in stock, this large independent located in east suburban Portland is feeling the pinch of changing state laws and a slowing economy. “We had a quieter fall than expected, partially with the ‘pending’ Measure 114 that will ban several firearms and require a local police background check for any firearm purchased. Although it moved inventory when it started two years ago, sales have slowed as it creates uncertainty while it makes its way through the state court system,” said owner Maria Ward.
Handguns have been the best sellers. Glock 43Xs and 19s are holding the high spot, and Sig P365s are moving daily. Another fast mover is the made-in-Turkey Tisas 1911.
Higher-end shotguns have sold better than they have for the past few years. Beretta over/unders and semi-autos (Silver Pigeon 686s and A400s, respectively) hold the top spots. Used guns continue to grow in inventory.
Sales of MSRS are just plain slow. Price-point brands like Smith & Wesson M&P 15 M&P Sport IIIs dominate the low end. Bolt-action rifle sales were steady during hunting season. Ruger American Generation IIs and Tikkas in 6.5 PRC and .308 were the sales leaders.
IDAHO
Red’s Trading Post, Twin Falls
Founded in 1936, Red’s is the oldest standing gun store in the state of Idaho. The store keeps nearly 1,000 firearms in stock. 2025 was a steady year for this western store. While the market has slowed for many retailers, this store has committed to stocking what others don’t.
“We really want to sell what the big boxes won’t. Whether it’s a handgun or a rifle, our goal is to tantalize a customer and give them a reason to visit the store. One entry point is from rifle companies that are historically significant and are on the performance cutting edge. A great example is Steyr. We have nearly sold out of these rifles. This is a perfect example of creating a unique retail climate with our customers,” said general manager Ryan Horsely. Other notable bolt-action brands include the Havak line from Seekins Precision.
At the handgun counter, the inventory features bigger-caliber revolvers and custom-modified pistols. Brands like Volquartsen (for Ruger) and Lipsey’s (for Smith & Wesson) are sales leaders. Other popular sellers include the Kimber 2K11 double-stack 1911.
Sales of MSRs have rifles have flattened, selling an average of one a week. “We are constantly looking for the right mix of brands, and are often changing our inventory trying different rifles,” said Horsley. Current inventory includes Sig M400s, Radicals, and Andersons, along with a few from Daniel Defense.
ARIZONA
Sprague’s Sports, Yuma
Specializing in law enforcement and military sales, this large Arizona independent rests just 15 minutes from the Mexican border. Bolt-actions are still steady; Christensen Arms, Tikka, and Ruger American Generation IIs sell evenly throughout the price scale. Lever-action rifles are also hot, led by .45-70s from Henry and Marlin.
“While MSR sales have slowed, we are still turning one a day on average. MSRs continue to move into the big-game rifle segment. And, of course, given our proximity to the border, we see sales for personal security,” said manager Chad Converse. Leaders include Daniel Defense, Ruger 556s, and M&P 15 Sport IIIs.
Handgun sales have been heavily slanted toward pre V-style Glocks—43Xs and 19s. Sig P365s along with P211-GTOs are selling well, too. Sporting shotgun sales are peaking with upland waterfowl and quail guns posting strong sales. A mix of Benelli Super Black Eagle 3s and Browning Citori over/unders top the leader board.
MIDWEST
MINNESOTA
Boone’s Fine Guns, Isle
Opening in 2008, this destination northern Minnesota store has an indoor range and keeps over 2,500 guns in stock while selling fishing and soft goods. It’s an hour north of Minneapolis near the shores of Mille Lacs Lake.
Handgun inventory and sales have moved steadily upward. Glock 43Xs and 19s, and Sig P365s in addition to Smith wheelguns, are pulling strong numbers. “I was sure we would have problems with falling demand on the new V-Series Glocks, but that just hasn’t been the case. Most buyers just see them as a newer and updated gun and demand has remained consistent,” said buyer Rayan Schick.
Deer season has closed, but a few Ruger M77 Hawkeyes in .204, Browning X-Bolts, and Winchester Model 70s are still crossing the counter. “Our MSR sales have really slowed to just two a month. We’ve watched this trend, and our customers have become much more price sensitive. We are also a far-north rural destination, and employment has been slow for almost three years,” said Schick. At this shop, the top two MSRs include models from Smith and ArmaLite.
IOWA
Iowa Falls Marine, Iowa Falls
Keeping about 400 new and used guns in stock, this rural marine and gun store one hour north of Des Moines stocks fishing, firearms, boats, and engines in one building. Shotguns for deer season are still turning, with a few Savage combos and Remington Deer Slayers crossing the counter. Other movers include Savage 220 slug guns and Mossberg Patriots in .400 Legend. Ruger American Generation 2s in .243 and 6.5 Creedmoor are also going out the door.
Sales of MSRs are painfully slow at just one per month, and this retailer is reporting a flush inventory. “With farm prices so low, our MSR sales have stagnated. If we sell one, it’s usually for under $500,” said manager Kevin Hoffman. Hoffman also reports the store has a good selection of MSRs, including Sig M400s, Daniel Defense, and other mid- to high-end SKUs.
Handguns are turning. Smith M&P Shield EZ 2.0s occupy the high spot, followed by Rock Island 1911s. Bird hunting shotguns are selling a few a week. Here, the popular choices are Beretta A300s and used Remington 870s and 1100s.
KANSAS
The Trading Post, El Dorado
Twenty miles east of Wichita, this former pawn and gun shop is now dedicated exclusively to firearms, with an emphasis on handguns. Compared with recent months, the chill of winter is bringing improving turns on handgun sales. Glock 43Xs and Springfield Hellcats are selling well.
“We’ve been slower this fall into winter season. Handguns are the only segment that’s selling consistently. Our local farm economy has slowed, and that in turn slows sales at our store,” said manager Mary Ann Contour.
Demand for MSRs is rising slightly to three a month. This retailer is holding a large inventory on Smith M&P 15s and Ruger 556s. Sales of bolt-action hunting guns were slower than expected. However, some Savage rifles and Ruger American Generation IIs in .308 and .243 are moving.
SOUTH
GEORGIA
Googe’s, Hazlehurst
Located in southeast Georgia, this rural general sporting goods outlet, meat-supply store, and gas station sells ethanol-free fuel while stocking 250 used and new guns. “Our small-caliber sales can be up to half of our sales during Christmas and January. Handguns have been especially brisk,” said owner Ray Googe.
Familiar standbys like Ruger 10/22s and Marlin lever-actions are moving at this store. Although slower than last year, handguns are holding their own. Glock 43Xs, the occasional Hellcat, and Ruger LC9s rule at the counter. Used Smith wheelguns are also in high demand.
MSRs, particularly Ruger 556s, are selling at roughly three a month, with some trade-ins from price-point brands. Used pump and low-cost shotguns are in high demand. Ammo stocks are solid at this small store.
SOUTH CAROLINA
Gun Doctor, Moncks Corner
Keeping 100-plus hunting guns and handguns in stock, Gun Doctor maintains high traffic by retaining a full-time gunsmith who performs work for several other local gun shops. With one month left in deer season and dog hunting still popular in this area, semi-auto shotguns and buckshot loads are in high demand. Browning A5s in 12 gauge and Remington 1100s are the top sellers. Demand for side-by-sides has never been higher. “You stock a used Stoeger, or an older American field-grade double, and it’s usually gone the next day. Classic used shotguns continue to be a big part of our sales,” said owner Christy Elan.
Bolt-action rifles like Ruger American Generation IIs are hot, as are Savage combo rifles. Used MSRs have slowed and are almost exclusively trade-ins. Any lever-action is in high demand, especially those from Henry and Marlin. While this store stocks new guns, it continues to lean on used firearms for better margins. Handgun sales are steady. Glock 19s and 43Xs, Springfield Hellcats, and Taurus 692s top the list.
TEXAS
Sharp Shooters, Lubbock
In business since 1992, this is one of the largest independents in the state. With 3,000 firearms in inventory, this West Texas shop specializes in hunting rifles, handguns, and home-defense products. Deer season bolt-action guns are moving. Turns are split between high-end and price-point rifles. Christensen Arms and Tikkas in 6.5 Creedmoor, 6.5 PRC, and .243 are selling well, but the star at this store is the Ruger American Generation II.
“We really have started to sell an amazing number of these bolt guns. The gun is super accurate out of the box. Features like adjustable stocks have many customers buying them for family members. It’s just tough to beat the performance for the price,” said counter salesman Jayden Tyler.
MSR sales have slowed to about three a week. Daniel Defense, Sig M400s, and Springfield Saints pull the best numbers. Handgun sales are strong with high demand for the new Glock V-Series in 43X and 19. Sig P365 Macros are also turning fast, but the top slot belongs to the the Smith Bodyguard 2.0.
EAST
CONNECTICUT
Bob’s Gun Exchange, Darien
With 500 firearms in stock, this retailer is just 15 miles from the New York State line. In business for more than 50 years, the retailer specializes in handguns, reloading supplies, and higher-end shotguns.
Overall, this store is reporting slower handgun sales—with one brand as the exception. “Classic-model Glocks are in super high demand with the new model V-series coming. Our customers want the classic Glocks, and we are literally having a run on any older style, new or used,” said manager Hunter Tassitano. In addition to Glock 43Xs and 19s, the Sig P365 is also garnering attention along with a few Colt 1911s.
Clay-target guns are moving. Beretta Silver Pigeons and 686s and Benelli Super Black Eagle 3s are making good turns. Bolt-action rifles are slowing, with a few turns on Tikkas and Sakos in .243. While ammo stocks have notably improved for this store, most sales are for range handgun ammo. Hunting loads are slower than past seasons.
NEW JERSEY
The Owl’s Nest, Phillipsburg
Close to the Pennsylvania state line, this small dealer keeps 200 firearms in inventory and specializes in shooting-sports products. As deer season winds down, rifles continue to move briskly. Savage 220 20-gauge slug guns packaged with Leopold scopes sell well. “These guns are a mainstay for our customers, and they really shoot well. Our deer season combined with an extended season and extra permits lasts into February. It's an important part of our business at a small, rural shop like ours,” said owner Jim Heebner. “We package them with a mid-level premium scope and sell strong numbers all the way into the new year.”
Muzzleloaders are also still in demand, mostly the Tradition NitroFire. Handguns are slightly up, with Sig P365s in the top slot followed by Smith Bodyguard 2.0s and Ruger SR22s. Rimfire rifles are seasonally extra hot. Ruger 10/22s, Savage Rascals, and Keystone Chipmunks lead the way.
NEW YORK
S&S Sales, Auburn
Located in the Finger Lakes region of upstate New York between Rochester and Syracuse, this shop has about 900 square feet and two full-time employees. The shop is less than one mile from a Bass Pro Shop.
At the handgun case, Bodyguard 2.0s are slightly ahead of the Glock G43X MOS and the Sig P365XL. “I’m careful and highly competitive with Bass Pro,” said owner Paul Smith. “It’s easier than most stores think to compete, because the big stores can’t respond quickly to my special prices. Our sales are often only a few weeks or less, and it can really drive traffic. Their salespeople send me customers all the time.”
MSRs are increasing in turns, as this retailer has seen the local Bass Pro suspend sales of the MSR platform. This store’s lead MSR has been from Anderson.
Ruger American rifles in .22 and 6.5 Creedmoor are still turning along with Remington 789 bolts in .308 and a few Savage combo Model 10s. Mossberg Mavericks are also getting winter attention.