A Booming Market

In prepping for the 2026 SHOT Show, I figured that 2026 would be a relatively “quiet” year for firearm manufacturers, many of which are weathering economic uncertainly in the form of inflation and tariffs. Not so for suppressor manufacturers, all of whom benefitted greatly from the passage of the so-called Big Beautiful Bill (BBB), which removed the $200 tax on suppressors. And that, according to our report in this issue (see PG TK), should help jump start sales.

This development contains both good—and bad—news for retailers. Good, in that increased demand means more players will enter the market, which should help make suppressors more affordable. Bad, in that retailers (as well as some manufacturers) will have to adapt to a new sales landscape.

As Robert Gates, senior vice president of Savage Arms and Bowtech Archery brands, told Brian McCombie, “I see the U.S. market mimicking the European suppressor market in the next 18 months. In many European countries, suppressors are treated as simple accessories; they are widely available, they are relatively inexpensive, margins are thin for the manufacturer and seller, and brand prestige is minimal. Supply outweighs demand and prices continue to drop. Once regulation loosens and manufacturing standardizes, suppressors will stop being ‘specialized’ and start being industrial.’”

His main concern now is the market is seeing a flood of competitors, and prices are dropping accordingly. There is another factor here at work as well. NSSF research, conducted by the respected firm of Southwick Associates, shows that brand reputation ranks third (behind level of sound reduction and ability to use with multiple calibers) in consumer preferences. So, as more companies enter the market, the initial players will have to work harder to hold onto their market share. But this competition is also spurring innovation, and consumers will likely see smaller and lighter units come into the market.

McCombie also notes that retailers who want to benefit from the anticipated sales surge will have to change their selling tactics. His report lays out what you need to do to take full advantage of this expanding market. There is so much going on that McCombie says, “This year may well go down as ‘The Year of the Suppressor.’” SHOT Business agrees wholeheartedly with that assessment.

McCombie also notes that “This year may well go down as ‘The Year of the Suppressor.’ The zero tax on these units, plus the changes previously at work, have combined to create a new suppressor market. The big winners in this new market will be those retailers willing to adjust their sales and operational approaches to fit this changing business landscape.” That goes for manufacturers as well.

As more companies enter the market, the  initial players will have to work hard to hold onto their market share. NSSF research, conducted by the respected firm of Southwick Associates, shows that brand reputation ranks third (behind level of sound reduction and ability to use with multiple calibers) in consumer preferences.