What's Selling Where
WEST
WASHINGTON
Cascade Loan & Sporting Goods, Auburn
Located between Seattle and Tacoma, this suburban retailer specializes in handguns and long guns as well as tools, gold, jewelry, and sporting goods. Focusing on used guns, the retailer buys new firearms for special orders.
Bolt-action guns are hot, and demand for Browning A-Bolts and Remington Stainless 700s in .308 is stronger than last year. Any used rifle in 6.5 Creedmoor sells in a few days. Other high-demand long guns include .45-70 Marlin lever actions. “Our used-gun business is where we make the most profit. So, in the last few years we’ve moved heavily into used rifles and handguns,” said counter salesman Mike Mace.
This retailer has faced significant changes in Washington State regulations in the last three years, including a 10-round max firearm capacity. Mace said handguns are mirroring California compliant specs. New handguns in stock include S&W Shield EZs, and Sig Sauer 1911s and 365 AXG Legions. Demand is increasing for wheel guns, particularly J-Frame Smiths.
IDAHO
Lolo Sporting Goods, Lewiston
Located on Main Street in downtown “Old Lewiston,” this small storefront employs three full-time salespeople with a large inventory of reloading supplies, handguns, long guns, and MSRs. Summer’s end has brought a wave of handgun traffic: Canik MC9s, Smith Bodyguard 2.0s, and a mix of Sig P365 Fuse pistols. Smith 699s are also making the register ring.
Rifles continue to increase in turns. The Ruger American Generation II in 7mm or 6.5 PRC is selling best. “It’s really changing. If I have a PRC caliber, it sells over any other rifle in the store. These high-energy rounds are replacing 6.5, 7mm, and even .300 Mag. Our used rack is filling with .300 Mag and .30-06,” said owner Eric Fritz. Other centerfire rifles include Christensen Arms and Browning A-Bolts. Hunting rifles with suppressors continue to sell.
Rimfire guns are also on the move. Ruger 10/22s and Americans are attracting plenty of attention, but the category leader is the Taurus TX22FTR. Fritz reported whenever he sells a TX22 with a 1,500-round block of ammo, the customer is back in a week for more. This store reports MSR sales are down and only selling at sale-price points.
HAWAII
X-Ring Security & Firearms, Waipahu
Located 14 miles west of Honolulu, this woman- and veteran-owned store offers rifles, pistols, shotguns, reloading supplies, accessories, and training. The company also features a nine-lane indoor shooting range with 70 guns in stock and an extra 50 rentals. The store attracts a variety of tourists, island hunters, and shooters.
Handguns are the bread-and-butter items for this retailer and range. The Springfield Echelon is the sales leader. Other fast movers include the Sig P365 Fuse and Glock 43X.
“We have great foot traffic and feel our consistent sales are driven by our range and well-stocked inventory. It’s not easy waiting a month for a barge to deliver our orders, especially ammo. It can be even more challenging when our orders sit on the dock in Long Beach due to tariffs and military events in the Middle East,” said general manager Adhin Magusara.
Home defense shotguns are a mix of Beretta 1301s and A300s. Mossberg 500s and lower-price Turkish pumps are on the move.
Knives from Benchmade and Spyderco are a large part of this retailer’s sales. “Knives are big for our store. We have collectors and hog hunters that make a niche for these accessories. We are always expanding this segment,” said Magusara.
MIDWEST
MICHIGAN
MG Kelley's Guns, Middleville
This small, western Michigan retailer places an emphasis on home defense and keeps about 200 firearms in stock. Handguns are key for this retailer. Late-summer sales include high numbers of Caniks and Sig P365s, along with notable turns of Taurus 1911s.
While some retailers have distain for transfers, MG Kelly embraces them. “We are at a $20 transfer charge. Every transfer is a chance to lure in a new customer and provides a perspective into what’s selling and what’s hot. It’s rare I don’t sell a gun to a new transfer client,” said owner Tim Kelley.
Other trends include increasing traffic on MSRs. Smith & Wesson M&P Sport IIIs earn four out of five turns. Ruger American Generation IIs have the lead in centerfire sales. Tactical shotguns are just starting to pick up, mostly Turkish pumps.
NEBRASKA
Boop's Shooter's Supply, Grand Island
Holding close to 300 guns, this central Nebraska small-town retailer has an active clientele of home defense, distance shooters, and trap enthusiasts. The store supports an average of three employees. It also has a solid online presence.
The store had a strong first quarter, but has recently been in the summer doldrums. However, it is picking up steam for the fourth quarter. Handguns are warming the counter with good turns on Sig P365 Fuses and Glock 43Xs and 48s. S&W Shield EZs are also turning. “Day in and day out, our handgun sales represent 70 percent of our business. This has remained consistent for years,” said owner Tice Forgy.
Shotguns sales are going to a mix early-season waterfowlers and high-school trap and skeet leagues. “Every late summer we get several new young shooters looking for their first shotgun. It’s super gratifying,” said Forgy. Shotguns have been a mix of Winchester SX4s, SKBs, and Browning Maxis.
Rifle sales are ticking up. Ruger American Generation II Ranch rifles dominate the category, followed by Winchester Model 70s. The most popular caliber remains 6.5 Creedmoor and .308. Forgy mentioned that due to suppressor demand, any short-barrel carbine (bolt-action or MSR) is gaining sales.
ILLINOIS
Simpson Ltd. Firearms for Collectors, Galesburg
Located in western Illinois, this unique firearms retailer specializes in antique firearms for discerning customers. Located across from the Amtrak station, this storefront and turn-of-the-century warehouse holds nearly 18,000 used and 500 new firearms. It has more than 20 employees, and staffers include gunsmiths, sales, and inventory. While the store keeps a fluid number of new handguns, sales are trending with Sig P320s, P365s, and Smith wheel guns. This specialty retailer is known for their expertise and large inventory of Lugers.
“This retailer remains the largest Luger dealer in the U.S. We seek out large numbers of collectors and estate experts to secure guns across the world, many with historical significance,” said sales manager Floyd Gray.
On the rifle and shotgun side, it’s hard to not find what you’re looking for when it comes to traditional long guns. They can include everything from old Brownings and Winchesters to L.C. Smiths.
While sporting shotguns and rifles continue to be significant to this store’s sales, the overall highest demand has been military guns like M1 Garands, Kar98ks, Lugers, and 1911s. “There’s no end to what rare gun can potentially show up, and this year has been one of the busiest. When we develop a customer, they tend to check in with us often. When we have a unique gun, they know they may not see another one for years, so they purchase it,” Gray said.
SOUTH
GEORGIA
Southeastern Armory, Augusta
Conveniently located in Friedman's Jewelers on Washington Road, just two miles up the road from the Augusta National Golf Course, this large independent offers a wide array of product, ranging from fine firearms to basic deer rifles. Its broad customer base keeps this store busy securing a large section of estate guns and special military collectibles. Springfield Hellcats and S&W Shield EZs in 9mm rule at this counter. Glock Gen 6s are also riding high in the mix. “We continue to grow in compact and micro-compact pistols. They strongly outpace anything larger,” said counter salesman Joel Stanley.
Shotguns are picking up quickly for dove season. Benelli Super Black Eagle IIIs have the sales lead; Franchi Affinitys are right behind. Flats of bird shot are moving out the door. This retailer commented that local high-school trap leagues are gaining in popularity and driving sales of 12-gauge Savage 555s.
MSRs are turning at about two a week, with a mix of Daniel Defense, Radicals, and Springfields. Savage Axis bolt-action rifles are starting to move, and the store is seeing a renewed interest in Remington 700s. The most popular caliber remains .308. Suppressor sales for rifles continue to grow daily for this retailer.
NORTH CAROLINA
Cherokee Guns, Murphy
Located on U.S. Highway 64 in the southwestern end of the state, this small independent gun and pawn stocks about 400 new and used firearms. It offers a private shooting range and firearms safety classes and sports a vintage green Sinclair Oil brontosaurus on the roof. While the summer has been slower than some, the handgun counter is picking up. Glock 43Xs, Sig P365s, and a wide mix of used revolvers are on the move. MSR sales are slow and price sensitive for this retailer. Typically, new and used MSRs in the $400 to $600 range are heading out the door.
This retailer still charges only $20 for transfers.
“We’re known in the community for our conservative position. We’ve built our store with hard work with no financial help from anyone. Customer service and knowledge is how we sell our products, and we stay busy,” said owner “Doc” Wacholz.
FLORIDA
Green Acres Sporting Goods, Jacksonville
Located in west Jacksonville off Highway 228, this large independent stocks more than 2,000 guns with a full line of soft goods, archery, and fishing in addition to hunting, home defense, and accessories. This retailer boasts the best inventory it has had in years, but right now they are feeling the impact of the hot weather. “It’s been the third slow summer In a row. I’m sure it will pick back up as fall moves in, but we’re down to the lowest turns of the year. Our local employment picture is not great. So, to compete we simply must get more creative,” said co-owner Abie Farhat.
The handgun counter is seeing sales of Springfield Hellcats, Shield EZs, and Sig P365s. Farhat said these sales are key to building traffic in the coming season. Dominated by lower price brands in the $500 to $600 category, MSRs are turning at about one to two a week. Del-Tons and Radicals are their best sellers. Higher-end MSRs like Daniel Defense and Bushmaster with suppressors are selling at one every two weeks. Farhat mentioned that suppressor sales continue to rise and are one of the few growing segments in their higher-end sales.
Shotguns sales are warming up. The best numbers are being posted by Stoeger 3500s and Franchi Affinity 3s. A few Super Black Eagle IIIs have found new owners. This retailer reported that ammo stocks, including .410 shotgun shells, are in excellent shape.
EAST
MAINE
J.T. Reid's Gun Shop, Auburn
Located north of Portland, this smaller store sells a mix of archery, firearms, and cigars. It keeps an average of 1,000 guns in stock and is known for its eclectic inventory. Sales have been unusually busy. “We sell just about any gun you can imagine. We try to focus on finding what our customers want. They know we can find anything and will take the time to look,” said manager Jamie Pelletier.
Handgun sales are climbing, mainly a mix of Glock 43Xs and 19s. Kimber Micro 9s are also moving steadily. Smith wheel guns—new or used—are in particularly high demand.
Beretta A300 shotguns and several older, used side-by-sides are turning. There is also high demand for .22 Henry lever actions. However, sales of MSRs have slowed for the last few months. Customers are just starting to think about deer season. A handful of Browning X-Bolts and Ruger American Generation IIs in .243 are selling. This retailer is reporting an excellent stock in ammo and good inventories for reloading powders and primers.
NEW HAMPSHIRE
The Village Gun Store, Whitefield
This small-town New England gun shop rests 35 miles south of the Canadian border. It keeps a wide mix of traditional hunting guns, home defense, and military antiquities in inventory. A local fixture, the shop attracts storytellers, antique collectors, bird hunters, and farmers.
The handgun counter is a mix of Sig P365s and Glock 43Xs. Used Smith wheel guns are also attracting attention. This store reports they feel more competition from online retailers. In response, they now charge $50 per transfer.
“Although I wouldn’t call this year a struggle, it’s been one of the slowest we’ve seen. Sales are starting to pick up as it cools. Thankfully, my customers are looking for older guns. Used guns remain our highest profit center,” said owner Josh Dagnese, a retired U.S. Army veteran.
While MSRs are selling at one a month, this store is turning every M1 Garand it can find, in just about any condition. At the counter, 20- and 28-gauge over-and-unders are picking up. A few used Brownings and Berettas are finding new homes for the upcoming grouse season. Bolt-action rifles are gaining some attention. The Savage Axis and Ruger American II lead the pack.
DELAWARE
StarQuest Shooter & Survival Supply, Wilmington
Located in north Wilmington just 10 miles south of the Pennsylvania line, this 2,500-square-foot retailer has six employees. The company specializes in general firearms and survival equipment. The independent keeps over 300 guns in stock, with a wide variety of home defense and sporting guns. Compared to last year’s numbers, MSR sales are improving. “We are really seeing a sharp increase in both rifles and carbine pistols. The increase is driven primarily by the instability in Virginia,” said manager Stan Sturgill. Daniel Defense and Smith & Wesson M&P 15 Sport IIIs command the top rifle slots at this store.
Handgun sales are also strong. This shop is seeing fast turns on Glock 17s and 19s. S&W M&P .22 pistols are seeing high demand. A few Sig P320s are also crossing the counter.