This story is published in partnership with The Trace, a nonprofit newsroom covering gun violence. Subscribe to its newsletters.
The gun industry’s digital tactics aim to boost weapon sales as firearm purchases have declined over the past four years. A recent industry presentation, obtained by The Trace and Rolling Stone, reveals that the firearms sector is increasingly leveraging digital marketing strategies to attract and retain customers.
Industry Trends and Digital Marketing Strategies
In May 2024, the National Shooting Sports Foundation (NSSF), the primary trade group for the gun industry, hosted a webinar for its members, highlighting the growing trend of online firearm sales. According to the NSSF, internet purchases of firearms rose from 26% to 33.5% between 2018 and 2022, indicating a significant shift in consumer behavior.
Will Altherr, the digital marketing director of Guns.com, presented strategies aimed at guiding potential buyers through the purchasing process. “If a customer puts something in their cart, they’re essentially one step away from a checkout,” Altherr explained during the webinar. He emphasized the importance of converting this interest into sales.
Altherr’s presentation included recommendations for tracking consumer behavior and utilizing automated emails to encourage purchases. He noted, “Automated emails are a core component of an email marketing strategy,” which can effectively target customers who abandon their carts or browse products without making a purchase.
The tactics discussed in the webinar mirror common practices in e-commerce but raise questions about the implications of applying them to the sale of firearms. The presentation did not address potential consequences of these strategies, which could lead to increased firearm accessibility.
Altherr did not respond to requests for comment, and the NSSF declined to provide further insights into the webinar’s content.
During the session, Altherr suggested implementing automated “cart abandonment emails” to remind customers of their unfinished transactions. “If someone searches a product page one step before adding to the cart, you would want to target them,” he advised, highlighting the importance of timely follow-ups in the purchasing process.
The presentation also included examples of marketing emails that create a sense of urgency, a tactic often employed in the gun industry. One email featured a message stating, “We are holding the contents of your cart as long as we can! Order now before it’s gone!” This approach plays into the phenomenon of “panic buying,” which has been noted by industry officials.
Altherr elaborated on the effectiveness of segmented emails, which target specific customer interests. “If I know that people are searching for 1911 handguns, I can send them an email focused solely on that product,” he said, suggesting that such targeted marketing could significantly improve engagement rates.
The presentation also touched on the use of digital display media and third-party marketing firms like Armanet, which specializes in advertising for the firearms industry. Altherr recommended using retargeting ads to reach previous website visitors and geo-targeting to market based on location.
Accountability and Transparency Issues
The rise of digital marketing in the gun industry raises important questions about accountability and transparency. As the industry adapts to changing consumer behaviors, the implications of these tactics on public safety and gun accessibility remain a concern. The NSSF’s focus on increasing online sales without addressing potential risks has drawn scrutiny from various stakeholders.
Moreover, the political climate surrounding gun sales can complicate marketing efforts. Content promoting firearms often faces scrutiny and can lead to account suspensions on social media platforms. Altherr suggested that businesses facing such challenges should reach out to organizations like Open Source Defense, which advocates for digital gun rights and aims to enhance transparency in firearms advertising.
The Open Source Defense website emphasizes the importance of building a culture around gun rights online, stating, “If you’re not working for gun rights online, you’re not working for gun rights.” This perspective highlights the ongoing debate about the role of digital marketing in shaping public perceptions of firearms.
As the gun industry continues to explore digital avenues for growth, the balance between marketing strategies and public accountability will likely remain a contentious issue. For further information on the implications of digital marketing in the gun industry, visit The Trace.
For more insights into the intersection of politics and media, check out our article on political media coverage.
