The Digital Future

By now, it’s certainly not news that more women than ever own firearms—either for sport or personal protection (or both). Many of these same women embrace the CCW ethos—you can’t protect yourself if your handgun isn’t riding along with you. And that has led to a remarkable wrinkle in personal carry—offbody carry. As Corey Ritter notes on page TK, “Off-body concealed carry has experienced a marked resurgence in recent years, shedding much of the stigma that once surrounded it. Traditionally viewed as a compromise in both speed and security, off-body carry is now being embraced by a broader and more diverse group of gun owners and CCW permit holders.

“This shift is especially prominent among women. With a surge in first-time female gun owners, many are looking for carry solutions that fit into their daily lives without requiring a complete overhaul of their wardrobe or routine. Off-body options offer a discreet, practical, and often more accessible alternative to traditional waistband or appendix carry methods, which may not be comfortable or even feasible depending on clothing choices, body type, or professional environments.”

Ritter also notes that the market has responded in kind. The last few years have seen a boom in stylish yet functional concealed carry bags. Although these bags don't scream “tactical,” they still include dedicated, secure compartments for firearms with built-in holsters or retention systems, allowing for safe storage while maintaining rapid access and a sense of style.

One of the leaders in this arena is Gun Tote'n Mamas, which has carved out a real niche with concealed carry purses designed specifically for women: stylish, discreet, and made for actual daily use. They've become popular for a reason, as they solve the ever-present problem of maximizing concealment without demanding a complete lifestyle shift.

Claudia Chisholm, president of GTM, told Ritter, “Gun Tote’n Mama designs are all about protection. We design the bag around the holster compartment first, use durable luggage-quality leather, and make it ambidextrous, a concept we brought to the industry.”

This is a growing market, one with a huge upside for retailers who understand the benefits of stocking off-body concealed carry products designed for women. Doing so allows you to not only sell a handgun, but to also sell a truly valuable accessory.

I’d also like to point out this month’s installment of The Simple Truth. As Miles Hall notes, “I’ll bet we all know at least one or more folks who are in deep trouble in their business—financial or otherwise—but who will never admit it.” 

When that happens, it’s best to seek help from a trusted source. And, as he notes, one of the best ways to do this is to attend SHOT University at the SHOT Show. Over the years I’ve attended many sessions, and they never fail to deliver the goods.