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Size of the 2013 Firearm and Ammunition
Markets
SAMPLE REPORT
Produced by:
Southwick Associates, Inc. P.O. Box 6435
Fernandina Beach, FL 32035 904-277-9765
Size of the 2013 Firearm and Ammunition Market Report
CONFIDENTIAL 2 Do not make any copies of this report or share any of the contents with anyone outside of your organization
without written permission from Southwick Associates, Inc
Table of Contents
Introduction and Background ............................................................................................ 3 Firearm Market Size Overview .......................................................................................... 4 Rifle Market Size ................................................................................................... 5 Traditional Rifle Market Size ...................................................................... 9 Tactical/Modern Sporting Rifle (MSR) Market Size .................................. 19 Handgun Market Size .......................................................................................... 27 Shotgun Market Size ........................................................................................... 35 Muzzleloader Market Size ................................................................................... 43 Air Rifle Market Size ............................................................................................ 45 Ammunition Market Size Overview .................................................................................. 46
Rifle Ammunition Market Size .............................................................................. 47 Handgun Ammunition Market Size ...................................................................... 56
Shotgun Ammunition Market Size ........................................................................ 61
Size of the 2013 Firearm and Ammunition Market Report
CONFIDENTIAL 3 Do not make any copies of this report or share any of the contents with anyone outside of your organization
without written permission from Southwick Associates, Inc
Introduction and Background
Southwick Associates estimates sales dollars using multiple approaches, with the specific
approach dependent on the product under study.
For firearms and ammunition, total retail sales are based on the annual federal excise tax
collected from manufacturers and importers in these categories. Using the current tax rates,
plus information from trade surveys and experts, manufacturers’ payments are adjusted to
reflect retail sales by accounting for typical wholesale and retail mark-ups.
For hunting, shooting and sportfishing products not subject to excise taxes, retail sales (in units
and dollars) are estimated primarily using two sources:
1) For hunting and sportfishing, the initial retail sales estimate is obtained from the U.S.
Fish and Wildlife Service’s 2011 National Survey of Fishing, Hunting and Wildlife-
Associated Recreation (National Survey). This survey is released every five years.
Expenditures are updated for the intervening years through the use of inflation and
sportsmen’s license data.
2) The National Survey only provides expenditure estimates for broad categories of
products. Expenditure estimates for more detailed products (such as “pump shotguns”
versus “firearms”) are derived by matching the National Survey estimates with data from
Southwick Associates’ AnglerSurvey and Hunter/ShooterSurvey. These surveys are
conducted every two months and track participation for many types of hunting, shooting
and fishing activity and sportfishing. These surveys also track purchases for many
narrowly defined products including average price paid. By matching the two datasets, it
is possible to develop estimates of total expenditures for specific and detailed product
categories. Estimates of units sold are developed using the average price information.
In some cases, additional data sources are used to provide greater reliability, including trade
surveys from various sources. In general, most market size estimates are produced using the
process described here.
Do note: results in this study reflect dollars spent, while the bi-monthly subscription reports to
Hunter/ShooterSurvey results reflect percent of purchases rather than percent of dollars spent.
Size of the 2013 Firearm and Ammunition Market Report
CONFIDENTIAL 4 Do not make any copies of this report or share any of the contents with anyone outside of your organization
without written permission from Southwick Associates, Inc
Firearm Market Size Overview
Estimated 2013 firearm market size (dollars) by equipment type:
Firearm Type Estimated 2013 U.S. Market
Rifles
Handguns
Shotguns
Muzzleloaders
Air Rifles
Total firearm market
Estimated 2013 firearm market size (units) by equipment type:
Firearm Type Estimated 2013 U.S. Market
Rifles
Handguns
Shotguns
Muzzleloaders
Air Rifles
Total firearm market
Size of the 2013 Firearm and Ammunition Market Report
CONFIDENTIAL Do not make any copies of this report or share any of the contents with anyone outside of your organization
without written permission from Southwick Associates, Inc
5
Rifle Market Size
Estimated 2013 rifle market size (dollars) by rifle type and caliber:
Caliber Traditional Rifles Tactical/MSR Rifles All Rifles
17 cal
204 Ruger
22 cal
22-250 cal
223 cal
243 cal
270 Winchester
270 WSM
30 Carbine
30-06 Springfield
30-30 cal
300 Rem Magnum
300 Rem Ultra Magnum
300 Savage
300 Weatherby Magnum
300 Win Mag
300 WSM
303 British
308 cal
32 Win Special
35 Remington
375 H&H Magnum
416 Rem Magnum
416 Rigby
44 Rem
458 Win Magnum
470 Nitro Express
7 62x39 Soviet
7 mm Mauser
7 mm WSM
7 mm-08
7mm Remington Mag
8 mm Mauser
Other
Not sure
Total rifle market
Size of the 2013 Firearm and Ammunition Market Report
CONFIDENTIAL Do not make any copies of this report or share any of the contents with anyone outside of your organization
without written permission from Southwick Associates, Inc
6
Estimated 2013 rifle market size (units) by rifle type and caliber:
Caliber Traditional Rifles Tactical/MSR Rifles All Rifles
17 cal
204 Ruger
22 cal
22-250 cal
223 cal
243 cal
270 Winchester
270 WSM
30 Carbine
30-06 Springfield
30-30 cal
300 Rem Magnum
300 Rem Ultra Magnum
300 Savage
300 Weatherby Magnum
300 Win Mag
300 WSM
303 British
308 cal
32 Win Special
35 Remington
375 H&H Magnum
416 Rem Magnum
416 Rigby
44 Rem
458 Win Magnum
470 Nitro Express
7 62x39 Soviet
7 mm Mauser
7 mm WSM
7 mm-08
7mm Remington Mag
8 mm Mauser
Other
Not sure
Total rifle market
Size of the 2013 Firearm and Ammunition Market Report
CONFIDENTIAL Do not make any copies of this report or share any of the contents with anyone outside of your organization
without written permission from Southwick Associates, Inc
7
Estimated 2013 rifle market size (dollars) by rifle action:
Rifle Action Traditional Rifles Tactical/MSR Rifles All Rifles
Bolt action
Break action
Lever action
Semi-automatic
Other
Total rifle market
Estimated 2013 rifle market size (units) by rifle action:
Rifle Action Traditional Rifles Tactical/MSR Rifles All Rifles
Bolt action
Break action
Lever action
Semi-automatic
Other
Total rifle market
Estimated 2013 rifle market size (dollars) by retailer type:
Retailer Type Traditional Rifles Tactical/MSR Rifles All Rifles
Mass Merchant (Wal-Mart,
K-Mart, Sam’s Club, etc.)
Outdoor Specialty Store
(Bass Pro, Cabela’s,
Gander Mountain, etc.)
General Sporting Goods
(Sports Authority, Dick’s,
Academy)
Local shop (mom and pop
shops)
Printed Catalog (Bass Pro,
Cabela’s)
Website (Cabela’s, Bass
Pro, Craigslist, Ebay)
Gun shows or expos
Used (from individual)
Other
Not sure
Total rifle market
Size of the 2013 Firearm and Ammunition Market Report
CONFIDENTIAL Do not make any copies of this report or share any of the contents with anyone outside of your organization
without written permission from Southwick Associates, Inc
8
Estimated 2013 rifle market size (units) by retailer type:
Retailer Type Traditional Rifles Tactical/MSR Rifles All Rifles
Mass Merchant (Wal-Mart,
K-Mart, Sam’s Club, etc.)
Outdoor Specialty Store
(Bass Pro, Cabela’s,
Gander Mountain, etc.)
General Sporting Goods
(Sports Authority, Dick’s,
Academy)
Local shop (mom and pop
shops)
Printed Catalog (Bass Pro,
Cabela’s)
Website (Cabela’s, Bass
Pro, Craigslist, Ebay)
Gun shows or expos
Used (from individual)
Other
Not sure
Total rifle market
Size of the 2013 Firearm and Ammunition Market Report
CONFIDENTIAL Do not make any copies of this report or share any of the contents with anyone outside of your organization
without written permission from Southwick Associates, Inc
9
Traditional Rifle Market Size
Estimated 2013 traditional rifle market size (dollars) by rifle action and caliber:
Rifle Action
Caliber Bolt Action Break Action Lever Action
17 cal
204 Ruger
22 cal
22-250 cal
223 cal
243 cal
270 Winchester
270 WSM
30 Carbine
30-06 Springfield
30-30 cal
300 Rem Magnum
300 Rem Ultra Magnum
300 Savage
300 WSM
300 Weatherby Magnum
300 Win Mag
303 British
308 cal
32 Win Special
35 Remington
375 H&H Magnum
416 Rem Magnum
416 Rigby
44 Rem
458 Win Magnum
470 Nitro Express
7 mm Mauser
7 mm WSM
7 mm-08
7 62x39 Soviet
8 mm Mauser
7mm Remington Mag
Other
Not sure
Total traditional rifle market
Size of the 2013 Firearm and Ammunition Market Report
CONFIDENTIAL Do not make any copies of this report or share any of the contents with anyone outside of your organization
without written permission from Southwick Associates, Inc
10
Estimated 2013 traditional rifle market size (dollars) by rifle action and caliber (cont’d):
Rifle Action
Cailber Semi-automatic Other Actions All Traditional Rifles
17 cal
204 Ruger
22 cal
22-250 cal
223 cal
243 cal
270 Winchester
270 WSM
30 Carbine
30-06 Springfield
30-30 cal
300 Rem Magnum
300 Rem Ultra Magnum
300 Savage
300 WSM
300 Weatherby Magnum
300 Win Mag
303 British
308 cal
32 Win Special
35 Remington
375 H&H Magnum
416 Rem Magnum
416 Rigby
44 Rem
458 Win Magnum
470 Nitro Express
7 mm Mauser
7 mm WSM
7 mm-08
7 62x39 Soviet
8 mm Mauser
7mm Remington Mag
Other
Not sure
Total traditional rifle market
Size of the 2013 Firearm and Ammunition Market Report
CONFIDENTIAL Do not make any copies of this report or share any of the contents with anyone outside of your organization
without written permission from Southwick Associates, Inc
11
Estimated 2013 traditional rifle market size (units) by rifle action and caliber:
Rifle Action
Caliber Bolt Action Break Action Lever Action
17 cal
204 Ruger
22 cal
22-250 cal
223 cal
243 cal
270 Winchester
270 WSM
30 Carbine
30-06 Springfield
30-30 cal
300 Rem Magnum
300 Rem Ultra Magnum
300 Savage
300 WSM
300 Weatherby Magnum
300 Win Mag
303 British
308 cal
32 Win Special
35 Remington
375 H&H Magnum
416 Rem Magnum
416 Rigby
44 Rem
458 Win Magnum
470 Nitro Express
7 mm Mauser
7 mm WSM
7 mm-08
7 62x39 Soviet
8 mm Mauser
7mm Remington Mag
Other
Not sure
Total traditional rifle market
Size of the 2013 Firearm and Ammunition Market Report
CONFIDENTIAL Do not make any copies of this report or share any of the contents with anyone outside of your organization
without written permission from Southwick Associates, Inc
12
Estimated 2013 traditional rifle market size (units) by rifle action and caliber (cont’d):
Rifle Action
Cailber Semi-automatic Other Actions All Traditional Rifles
17 cal
204 Ruger
22 cal
22-250 cal
223 cal
243 cal
270 Winchester
270 WSM
30 Carbine
30-06 Springfield
30-30 cal
300 Rem Magnum
300 Rem Ultra Magnum
300 Savage
300 WSM
300 Weatherby Magnum
300 Win Mag
303 British
308 cal
32 Win Special
35 Remington
375 H&H Magnum
416 Rem Magnum
416 Rigby
44 Rem
458 Win Magnum
470 Nitro Express
7 mm Mauser
7 mm WSM
7 mm-08
7 62x39 Soviet
8 mm Mauser
7mm Remington Mag
Other
Not sure
Total traditional rifle market
Size of the 2013 Firearm and Ammunition Market Report
CONFIDENTIAL Do not make any copies of this report or share any of the contents with anyone outside of your organization
without written permission from Southwick Associates, Inc
13
Estimated 2013 traditional rifle market size (dollars) by retailer type and caliber:
Retailer Type
Cailber Mass Merchant
Outdoor
Specialty Store
General
Sporting Goods Local Shop
17 cal
204 Ruger
22 cal
22-250 cal
223 cal
243 cal
270 Winchester
270 WSM
30 Carbine
30-06 Springfield
30-30 cal
300 Rem Magnum
300 Rem Ultra Magnum
300 Savage
300 WSM
300 Weatherby Magnum
300 Win Mag
303 British
308 cal
32 Win Special
35 Remington
375 H&H Magnum
416 Rem Magnum
416 Rigby
44 Rem
458 Win Magnum
470 Nitro Express
7 mm Mauser
7 mm WSM
7 mm-08
7 62x39 Soviet
8 mm Mauser
7mm Remington Mag
Other
Not sure
Total traditional rifle
market
Size of the 2013 Firearm and Ammunition Market Report
CONFIDENTIAL Do not make any copies of this report or share any of the contents with anyone outside of your organization
without written permission from Southwick Associates, Inc
14
Estimated 2013 traditional rifle market size (dollars) by retailer type and caliber (cont’d):
Retailer Type
Caliber Printed Catalog Website Gun Shows/ Expos
17 cal
204 Ruger
22 cal
22-250 cal
223 cal
243 cal
270 Winchester
270 WSM
30 Carbine
30-06 Springfield
30-30 cal
300 Rem Magnum
300 Rem Ultra Magnum
300 Savage
300 WSM
300 Weatherby Magnum
300 Win Mag
303 British
308 cal
32 Win Special
35 Remington
375 H&H Magnum
416 Rem Magnum
416 Rigby
44 Rem
458 Win Magnum
470 Nitro Express
7 mm Mauser
7 mm WSM
7 mm-08
7 62x39 Soviet
8 mm Mauser
7mm Remington Mag
Other
Not sure
Total traditional rifle market
Size of the 2013 Firearm and Ammunition Market Report
CONFIDENTIAL Do not make any copies of this report or share any of the contents with anyone outside of your organization
without written permission from Southwick Associates, Inc
15
Estimated 2013 traditional rifle market size (dollars) by retailer type and caliber (cont’d):
Retailer Type
Caliber Used Other* Not sure
17 cal
204 Ruger
22 cal
22-250 cal
223 cal
243 cal
270 Winchester
270 WSM
30 Carbine
30-06 Springfield
30-30 cal
300 Rem Magnum
300 Rem Ultra Magnum
300 Savage
300 WSM
300 Weatherby Magnum
300 Win Mag
303 British
308 cal
32 Win Special
35 Remington
375 H&H Magnum
416 Rem Magnum
416 Rigby
44 Rem
458 Win Magnum
470 Nitro Express
7 mm Mauser
7 mm WSM
7 mm-08
7 62x39 Soviet
8 mm Mauser
7mm Remington Mag
Other
Not sure
Total traditional rifle market
* “Other” shops includes pawn shops, range shops and other venues not included here
Size of the 2013 Firearm and Ammunition Market Report
CONFIDENTIAL Do not make any copies of this report or share any of the contents with anyone outside of your organization
without written permission from Southwick Associates, Inc
16
Estimated 2013 traditional rifle market size (units) by retailer type and caliber:
Retailer Type
Cailber Mass Merchant
Outdoor
Specialty Store
General
Sporting Goods Local Shop
17 cal
204 Ruger
22 cal
22-250 cal
223 cal
243 cal
270 Winchester
270 WSM
30 Carbine
30-06 Springfield
30-30 cal
300 Rem Magnum
300 Rem Ultra Magnum
300 Savage
300 WSM
300 Weatherby Magnum
300 Win Mag
303 British
308 cal
32 Win Special
35 Remington
375 H&H Magnum
416 Rem Magnum
416 Rigby
44 Rem
458 Win Magnum
470 Nitro Express
7 mm Mauser
7 mm WSM
7 mm-08
7 62x39 Soviet
8 mm Mauser
7mm Remington Mag
Other
Not sure
Total traditional rifle
market
Size of the 2013 Firearm and Ammunition Market Report
CONFIDENTIAL Do not make any copies of this report or share any of the contents with anyone outside of your organization
without written permission from Southwick Associates, Inc
17
Estimated 2013 traditional rifle market size (units) by retailer type and caliber (cont’d):
Retailer Type
Caliber Printed Catalog Website Gun Shows/ Expos
17 cal
204 Ruger
22 cal
22-250 cal
223 cal
243 cal
270 Winchester
270 WSM
30 Carbine
30-06 Springfield
30-30 cal
300 Rem Magnum
300 Rem Ultra Magnum
300 Savage
300 WSM
300 Weatherby Magnum
300 Win Mag
303 British
308 cal
32 Win Special
35 Remington
375 H&H Magnum
416 Rem Magnum
416 Rigby
44 Rem
458 Win Magnum
470 Nitro Express
7 mm Mauser
7 mm WSM
7 mm-08
7 62x39 Soviet
8 mm Mauser
7mm Remington Mag
Other
Not sure
Total traditional rifle market
Size of the 2013 Firearm and Ammunition Market Report
CONFIDENTIAL Do not make any copies of this report or share any of the contents with anyone outside of your organization
without written permission from Southwick Associates, Inc
18
Estimated 2013 traditional rifle market size (units) by retailer type and caliber (cont’d):
Retailer Type
Caliber Used Other* Not sure
17 cal
204 Ruger
22 cal
22-250 cal
223 cal
243 cal
270 Winchester
270 WSM
30 Carbine
30-06 Springfield
30-30 cal
300 Rem Magnum
300 Rem Ultra Magnum
300 Savage
300 WSM
300 Weatherby Magnum
300 Win Mag
303 British
308 cal
32 Win Special
35 Remington
375 H&H Magnum
416 Rem Magnum
416 Rigby
44 Rem
458 Win Magnum
470 Nitro Express
7 mm Mauser
7 mm WSM
7 mm-08
7 62x39 Soviet
8 mm Mauser
7mm Remington Mag
Other
Not sure
Total traditional rifle market
Size of the 2013 Firearm and Ammunition Market Report
CONFIDENTIAL Do not make any copies of this report or share any of the contents with anyone outside of your organization
without written permission from Southwick Associates, Inc
19
Tactical / Modern Sporting Rifle (MSR) Market Size
Estimated 2013 tactical/MSR rifle market size (dollars) by rifle action and caliber:
Rifle Action
Bolt action Semi-automatic Other All tactical rifles
204 Ruger
22 cal
22-250 cal
223 cal
243 cal
270 Winchester
30 Carbine
30-06 Springfield
30-30 cal
300 Rem Magnum
300 Win Mag
303 British
308 cal
32 Win Special
35 Remington
44 Rem
7 62x39 Soviet
7 mm Mauser
7 mm-08
7mm Remington Mag
8 mm Mauser
Other
Not sure
Total tactical/MSR rifle
market
Size of the 2013 Firearm and Ammunition Market Report
CONFIDENTIAL Do not make any copies of this report or share any of the contents with anyone outside of your organization
without written permission from Southwick Associates, Inc
20
Estimated 2013 tactical/MSR rifle market size (units) by rifle action and caliber:
Rifle Action
Bolt action Semi-automatic Other All tactical rifles
204 Ruger
22 cal
22-250 cal
223 cal
243 cal
270 Winchester
30 Carbine
30-06 Springfield
30-30 cal
300 Rem Magnum
300 Win Mag
303 British
308 cal
32 Win Special
35 Remington
44 Rem
7 62x39 Soviet
7 mm Mauser
7 mm-08
7mm Remington Mag
8 mm Mauser
Other
Not sure
Total tactical/MSR rifle
market
Size of the 2013 Firearm and Ammunition Market Report
CONFIDENTIAL Do not make any copies of this report or share any of the contents with anyone outside of your organization
without written permission from Southwick Associates, Inc
21
Estimated 2013 tactical/MSR rifle market size (dollars) by retailer type and caliber:
Retailer Type
Caliber Mass Merchant
Outdoor
Specialty Store
General Sporting
Goods Local Shop
204 Ruger
22 cal
22-250 cal
223 cal
243 cal
270 Winchester
30 Carbine
30-06 Springfield
30-30 cal
300 Rem Magnum
300 Win Mag
303 British
308 cal
32 Win Special
35 Remington
44 Rem
7 62x39 Soviet
7 mm Mauser
7 mm-08
7mm Remington Mag
8 mm Mauser
Other
Not sure
Total tactical/MSR rifle
market
Size of the 2013 Firearm and Ammunition Market Report
CONFIDENTIAL Do not make any copies of this report or share any of the contents with anyone outside of your organization
without written permission from Southwick Associates, Inc
22
Estimated 2013 tactical/MSR rifle market size (dollars) by retailer type and caliber (cont’d):
Retailer Type
Caliber Printed Catalog Website Gun Shows/ Expos
204 Ruger
22 cal
22-250 cal
223 cal
243 cal
270 Winchester
30 Carbine
30-06 Springfield
30-30 cal
300 Rem Magnum
300 Win Mag
303 British
308 cal
32 Win Special
35 Remington
44 Rem
7 62x39 Soviet
7 mm Mauser
7 mm-08
7mm Remington Mag
8 mm Mauser
Other
Not sure
Total tactical/MSR rifle
market
Size of the 2013 Firearm and Ammunition Market Report
CONFIDENTIAL Do not make any copies of this report or share any of the contents with anyone outside of your organization
without written permission from Southwick Associates, Inc
23
Estimated 2013 tactical/MSR rifle market size (dollars) by retailer type and caliber (cont’d):
Retailer Type
Caliber Used Other Not sure
204 Ruger
22 cal
22-250 cal
223 cal
243 cal
270 Winchester
30 Carbine
30-06 Springfield
30-30 cal
300 Rem Magnum
300 Win Mag
303 British
308 cal
32 Win Special
35 Remington
44 Rem
7 62x39 Soviet
7 mm Mauser
7 mm-08
7mm Remington Mag
8 mm Mauser
Other
Total tactical/MSR rifle market
Size of the 2013 Firearm and Ammunition Market Report
CONFIDENTIAL Do not make any copies of this report or share any of the contents with anyone outside of your organization
without written permission from Southwick Associates, Inc
24
Estimated 2013 tactical/MSR rifle market size (units) by retailer type and caliber:
Retailer Type
Caliber Mass Merchant
Outdoor
Specialty Store
General Sporting
Goods Local Shop
204 Ruger
22 cal
22-250 cal
223 cal
243 cal
270 Winchester
30 Carbine
30-06 Springfield
30-30 cal
300 Rem Magnum
300 Win Mag
303 British
308 cal
32 Win Special
35 Remington
44 Rem
7 62x39 Soviet
7 mm Mauser
7 mm-08
7mm Remington Mag
8 mm Mauser
Other
Not sure
Total tactical/MSR rifle
market
Size of the 2013 Firearm and Ammunition Market Report
CONFIDENTIAL Do not make any copies of this report or share any of the contents with anyone outside of your organization
without written permission from Southwick Associates, Inc
25
Estimated 2013 tactical/MSR rifle market size (units) by retailer type and caliber (cont’d):
Retailer Type
Caliber Printed Catalog Website Gun Shows/ Expos
204 Ruger
22 cal
22-250 cal
223 cal
243 cal
270 Winchester
30 Carbine
30-06 Springfield
30-30 cal
300 Rem Magnum
300 Win Mag
303 British
308 cal
32 Win Special
35 Remington
44 Rem
7 62x39 Soviet
7 mm Mauser
7 mm-08
7mm Remington Mag
8 mm Mauser
Other
Not sure
Total tactical/MSR rifle
market
Size of the 2013 Firearm and Ammunition Market Report
CONFIDENTIAL Do not make any copies of this report or share any of the contents with anyone outside of your organization
without written permission from Southwick Associates, Inc
26
Estimated 2013 tactical/MSR rifle market size (units) by retailer type and caliber (cont’d):
Retailer Type
Caliber Used Other Not sure
204 Ruger
22 cal
22-250 cal
223 cal
243 cal
270 Winchester
30 Carbine
30-06 Springfield
30-30 cal
300 Rem Magnum
300 Win Mag
303 British
308 cal
32 Win Special
35 Remington
44 Rem
7 62x39 Soviet
7 mm Mauser
7 mm-08
7mm Remington Mag
8 mm Mauser
Other
Total tactical/MSR rifle market
Size of the 2013 Firearm and Ammunition Market Report
CONFIDENTIAL Do not make any copies of this report or share any of the contents with anyone outside of your organization
without written permission from Southwick Associates, Inc
27
Handgun Market Size
Estimated 2013 handgun market size (dollars) by caliber:
Caliber Estimated 2013 U.S. Market
22 cal
32 cal
357 cal
38 cal
380 cal
40 S&W
44 cal
45 auto
9mm
Other
Not sure
Total handgun market
Estimated 2013 handgun market size (units) by caliber:
Caliber Estimated 2013 U.S. Market
22 cal
32 cal
357 cal
38 cal
380 cal
40 S&W
44 cal
45 auto
9mm
Other
Not sure
Total handgun market
Estimated 2013 handgun market size (dollars) by action:
Handgun Action Estimated 2013 U.S. Market
Break action
Revolver
Semi-automatic
Other
Total handgun market
Size of the 2013 Firearm and Ammunition Market Report
CONFIDENTIAL Do not make any copies of this report or share any of the contents with anyone outside of your organization
without written permission from Southwick Associates, Inc
28
Estimated 2013 handgun market size (units) by action:
Handgun Action Estimated 2013 U.S. Market
Break action
Revolver
Semi-automatic
Other
Total handgun market
Estimated 2013 handgun market size (dollars) by retailer type:
Retailer Type Estimated 2013 U.S. Market
General Sporting Goods (The Sports Authority, Dick’s)
Gun shows or expos
Local shop (mom and pop shops)
Mass Merchant (Wal-Mart, K-Mart, Sam’s Club)
Outdoor Specialty Store (Bass Pro, Cabela’s, Gander Mountain)
Printed Catalog (Bass Pro, Cabela’s)
Used
Website (Cabela’s, Bass Pro)
Other
Not Sure
Total handgun market
Estimated 2013 handgun market size (units) by retailer type:
Retailer Type Estimated 2013 U.S. Market
General Sporting Goods (The Sports Authority, Dick’s)
Gun shows or expos
Local shop (mom and pop shops)
Mass Merchant (Wal-Mart, K-Mart, Sam’s Club)
Outdoor Specialty Store (Bass Pro, Cabela’s, Gander Mountain)
Printed Catalog (Bass Pro, Cabela’s)
Used
Website (Cabela’s, Bass Pro)
Other
Not Sure
Total handgun market
Size of the 2013 Firearm and Ammunition Market Report
CONFIDENTIAL Do not make any copies of this report or share any of the contents with anyone outside of your organization
without written permission from Southwick Associates, Inc
29
Estimated 2013 handgun market size (dollars) by action, retailer type and caliber:
Retailer Type
Handgun
Action Caliber
Mass
Merchant
Outdoor
Specialty
Store
General
Sporting
Goods Local Shop
Semi-
automatic
22 cal
32 cal
357 cal
38 cal
380 cal
40 S&W
44 cal
45 auto
9mm
Other
Semi-automatic
total
Revolver
22 cal
32 cal
38 cal
40 S&W
44 cal
45 auto
357 cal
380 cal
9mm
Other
Revolver total
Break
action
22 cal
357 cal
38 cal
380 cal
44 cal
45 auto
9mm
Other
Break action total
Other
22 cal
44 cal
45 auto
Other
Other action total
Total handgun market
Size of the 2013 Firearm and Ammunition Market Report
CONFIDENTIAL Do not make any copies of this report or share any of the contents with anyone outside of your organization
without written permission from Southwick Associates, Inc
30
Estimated 2013 handgun market size (dollars) by action, retailer type and caliber (cont’d):
Retailer Type
Handgun Action Caliber Printed Catalog Website
Gun Shows/
Expos
Semi-automatic
22 cal
32 cal
357 cal
38 cal
380 cal
40 S&W
44 cal
45 auto
9mm
Other
Semi-automatic total
Revolver
22 cal
32 cal
38 cal
40 S&W
44 cal
45 auto
357 cal
380 cal
9mm
Other
Revolver total
Break action
22 cal
357 cal
38 cal
380 cal
44 cal
45 auto
9mm
Other
Break action total
Other Other
Other action total
Total handgun market
Size of the 2013 Firearm and Ammunition Market Report
CONFIDENTIAL Do not make any copies of this report or share any of the contents with anyone outside of your organization
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31
Estimated 2013 handgun market size (dollars) by action, retailer type and caliber (cont’d):
Retailer Type
Handgun Action Caliber Used Other Not sure
Semi-automatic
22 cal
32 cal
357 cal
38 cal
380 cal
40 S&W
44 cal
45 auto
9mm
Other
Semi-automatic total
Revolver
22 cal
32 cal
38 cal
40 S&W
44 cal
45 auto
357 cal
380 cal
9mm
Other
Not sure
Revolver total
Break action
22 cal
357 cal
38 cal
380 cal
44 cal
45 auto
9mm
Other
Break action total
Other 22 cal
Other action total
Total handgun market
Size of the 2013 Firearm and Ammunition Market Report
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without written permission from Southwick Associates, Inc
32
Estimated 2013 handgun market size (units) by action, retailer type and caliber:
Retailer Type
Handgun
Action Caliber
Mass
Merchant
Outdoor
Specialty
Store
General
Sporting
Goods Local Shop
Semi-
automatic
22 cal
32 cal
357 cal
38 cal
380 cal
40 S&W
44 cal
45 auto
9mm
Other
Semi-automatic
total
Revolver
22 cal
32 cal
38 cal
40 S&W
44 cal
45 auto
357 cal
380 cal
9mm
Other
Revolver total
Break
action
22 cal
357 cal
38 cal
380 cal
44 cal
45 auto
9mm
Other
Break action total
Other
22 cal
44 cal
45 auto
Other
Other action total
Total handgun market
Size of the 2013 Firearm and Ammunition Market Report
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without written permission from Southwick Associates, Inc
33
Estimated 2013 handgun market size (units) by action, retailer type and caliber (cont’d):
Retailer Type
Handgun Action Caliber Printed Catalog Website
Gun Shows/
Expos
Semi-automatic
22 cal
32 cal
357 cal
38 cal
380 cal
40 S&W
44 cal
45 auto
9mm
Other
Semi-automatic total
Revolver
22 cal
32 cal
38 cal
40 S&W
44 cal
45 auto
357 cal
380 cal
9mm
Other
Revolver total
Break action
22 cal
357 cal
38 cal
380 cal
44 cal
45 auto
9mm
Other
Break action total
Other Other
Other action total
Total handgun market
Size of the 2013 Firearm and Ammunition Market Report
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without written permission from Southwick Associates, Inc
34
Estimated 2013 handgun market size (units) by action, retailer type and caliber (cont’d):
Retailer Type
Handgun Action Caliber Used Other Not sure
Semi-automatic
22 cal
32 cal
357 cal
38 cal
380 cal
40 S&W
44 cal
45 auto
9mm
Other
Semi-automatic total
Revolver
22 cal
32 cal
38 cal
40 S&W
44 cal
45 auto
357 cal
380 cal
9mm
Other
Not sure
Revolver total
Break action
22 cal
357 cal
38 cal
380 cal
44 cal
45 auto
9mm
Other
Break action total
Other 22 cal
Other action total
Total handgun market
Size of the 2013 Firearm and Ammunition Market Report
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without written permission from Southwick Associates, Inc
35
Shotgun Market Size
Estimated 2013 shotgun market size (dollars) by gauge:
Gauge Estimated 2013 U.S. Market
.410 gauge
12 gauge
16 gauge
20 gauge
28 gauge
Other
Total shotgun market
Estimated 2013 shotgun market size (units) by gauge:
Gauge Estimated 2013 U.S. Market
.410 gauge
12 gauge
16 gauge
20 gauge
28 gauge
Other
Total shotgun market
Estimated 2013 shotgun market size (dollars) by action:
Shotgun Action Estimated 2013 U.S. Market
Break action
Over/under
Pump action
Semi-automatic
Side by side
Single shot
Other
Total shotgun market
Estimated 2013 shotgun market size (units) by action:
Shotgun Action Estimated 2013 U.S. Market
Break action
Over/under
Pump action
Semi-automatic
Side by side
Single shot
Other
Total shotgun market
Size of the 2013 Firearm and Ammunition Market Report
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without written permission from Southwick Associates, Inc
36
Estimated 2013 shotgun market size (dollars) by retailer type:
Retailer Type Estimated 2013 U.S. Market
General Sporting Goods (The Sports Authority, Dick’s)
Gun shows or expos
Local shop (mom and pop shops)
Mass Merchant (Wal-Mart, K-Mart, Sam’s Club)
Outdoor Specialty Store (Bass Pro, Cabela’s, Gander Mountain)
Printed Catalog (Bass Pro, Cabela’s)
Used
Website (Cabela’s, Bass Pro)
Other
Not Sure
Total shotgun market
Estimated 2013 shotgun market size (units) by retailer type:
Retailer Type Estimated 2013 U.S. Market
General Sporting Goods (The Sports Authority, Dick’s)
Gun shows or expos
Local shop (mom and pop shops)
Mass Merchant (Wal-Mart, K-Mart, Sam’s Club)
Outdoor Specialty Store (Bass Pro, Cabela’s, Gander Mountain)
Printed Catalog (Bass Pro, Cabela’s)
Used
Website (Cabela’s, Bass Pro)
Other
Not Sure
Total shotgun market
Size of the 2013 Firearm and Ammunition Market Report
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without written permission from Southwick Associates, Inc
37
Estimated 2013 shotgun market size (dollars) by action, retailer type and gauge:
Retail Type
Mass Merchant Outdoor Specialty Store General Sporting Goods
Pump
action
.410 gauge
12 gauge
16 gauge
20 gauge
28 gauge
Pump action total
Over/
under
.410 gauge
12 gauge
20 gauge
28 gauge
Over/under total
Semi-
automatic
.410 gauge
12 gauge
16 gauge
20 gauge
28 gauge
Semi-automatic total
Break
action
.410 gauge
12 gauge
16 gauge
20 gauge
28 gauge
Break action total
Side by
side
.410 gauge
12 gauge
16 gauge
20 gauge
28 gauge
Side by side total
Single
Shot
.410 gauge
12 gauge
16 gauge
20 gauge
28 gauge
Other
Single shot total
Other
.410 gauge
16 gauge
Other action total
Total shotgun market
Size of the 2013 Firearm and Ammunition Market Report
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without written permission from Southwick Associates, Inc
38
Estimated 2013 shotgun market size (dollars) by action, retailer type and gauge (cont’d):
Retail Type
Local Shop Printed Catalog Website
Pump action
.410 gauge
12 gauge
16 gauge
20 gauge
28 gauge
Other
Pump action total
Over/under
.410 gauge
12 gauge
20 gauge
28 gauge
Other
Over/under total
Semi-automatic
.410 gauge
12 gauge
16 gauge
20 gauge
28 gauge
Semi-automatic total
Break action
.410 gauge
12 gauge
16 gauge
20 gauge
28 gauge
Break action
totalOther
Side by side
.410 gauge
12 gauge
16 gauge
20 gauge
28 gauge
Side by side total
Other
Single Shot
.410 gauge
12 gauge
16 gauge
20 gauge
28 gauge
Single shot total
Other
.410 gauge
12 gauge
20 gauge
Other action total
Total shotgun market
Size of the 2013 Firearm and Ammunition Market Report
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without written permission from Southwick Associates, Inc
39
Estimated 2013 shotgun market size (dollars) by action, retailer type and gauge (cont’d):
Gun Shows Used Other Not Sure
Pump action
.410 gauge
12 gauge
16 gauge
20 gauge
28 gauge
Pump action
total
Over/under
.410 gauge
12 gauge
20 gauge
28 gauge
Over/under total
Semi-automatic
.410 gauge
12 gauge
16 gauge
20 gauge
28 gauge
Other
Semi-automatic
total
Break action
.410 gauge
12 gauge
16 gauge
20 gauge
28 gauge
Break action
total Other
Side by side
.410 gauge
12 gauge
16 gauge
20 gauge
28 gauge
Side by side
total Other
Single Shot
.410 gauge
12 gauge
16 gauge
20 gauge
28 gauge
Single shot total
Other
.410 gauge
12 gauge
20 gauge
Other action total
Total shotgun market
Size of the 2013 Firearm and Ammunition Market Report
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without written permission from Southwick Associates, Inc
40
Estimated 2013 shotgun market size (units) by action, retailer type and gauge:
Retail Type
Mass Merchant Outdoor Specialty Store General Sporting Goods
Pump
action
.410 gauge
12 gauge
16 gauge
20 gauge
28 gauge
Pump action total
Over/
under
.410 gauge
12 gauge
20 gauge
28 gauge
Over/under total
Semi-
automatic
.410 gauge
12 gauge
16 gauge
20 gauge
28 gauge
Semi-automatic total
Break
action
.410 gauge
12 gauge
16 gauge
20 gauge
28 gauge
Break action total
Side by
side
.410 gauge
12 gauge
16 gauge
20 gauge
28 gauge
Side by side total
Single
Shot
.410 gauge
12 gauge
16 gauge
20 gauge
28 gauge
Other
Single shot total
Other
.410 gauge
16 gauge
Other action total
Total shotgun market
Size of the 2013 Firearm and Ammunition Market Report
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without written permission from Southwick Associates, Inc
41
Estimated 2013 shotgun market size (units) by action, retailer type and gauge (cont’d):
Retail Type
Local Shop Printed Catalog Website
Pump action
.410 gauge
12 gauge
16 gauge
20 gauge
28 gauge
Other
Pump action total
Over/under
.410 gauge
12 gauge
20 gauge
28 gauge
Other
Over/under total
Semi-automatic
.410 gauge
12 gauge
16 gauge
20 gauge
28 gauge
Semi-automatic total
Break action
.410 gauge
12 gauge
16 gauge
20 gauge
28 gauge
Break action
totalOther
Side by side
.410 gauge
12 gauge
16 gauge
20 gauge
28 gauge
Side by side total
Other
Single Shot
.410 gauge
12 gauge
16 gauge
20 gauge
28 gauge
Single shot total
Other
.410 gauge
12 gauge
20 gauge
Other action total
Total shotgun market
Size of the 2013 Firearm and Ammunition Market Report
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without written permission from Southwick Associates, Inc
42
Estimated 2013 shotgun market size (units) by action, retailer type and gauge (cont’d):
Gun Shows Used Other Not Sure
Pump action
.410 gauge
12 gauge
16 gauge
20 gauge
28 gauge
Pump action
total
Over/under
.410 gauge
12 gauge
20 gauge
28 gauge
Over/under total
Semi-automatic
.410 gauge
12 gauge
16 gauge
20 gauge
28 gauge
Other
Semi-automatic
total
Break action
.410 gauge
12 gauge
16 gauge
20 gauge
28 gauge
Break action
total Other
Side by side
.410 gauge
12 gauge
16 gauge
20 gauge
28 gauge
Side by side
total Other
Single Shot
.410 gauge
12 gauge
16 gauge
20 gauge
28 gauge
Single shot total
Other
.410 gauge
12 gauge
20 gauge
Other action total
Total shotgun market
Size of the 2013 Firearm and Ammunition Market Report
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without written permission from Southwick Associates, Inc
43
Muzzleloader Market Size
Estimated 2013 muzzleloader market size (dollars) by muzzleloader type:
Muzzleloader Type Estimated 2013 U.S. Market
Flint lock
Inline
Standard
Other
Total muzzleloader market
Estimated 2013 muzzleloader market size (units) by muzzleloader type:
Muzzleloader Type Estimated 2013 U.S. Market
Flint lock
Inline
Standard
Other
Total muzzleloader market
Estimated 2013 muzzleloader market size (dollars) by retailer type:
Retail Type
Estimated 2013 U.S.
Market
General Sporting Goods (The Sports Authority, Dick’s)
Gun shows or expos
Local shop (mom and pop shops)
Mass Merchant (Wal-Mart, K-Mart, Sam’s Club)
Outdoor Specialty Store (Bass Pro, Cabela’s, Gander Mountain)
Printed Catalog (Bass Pro, Cabela’s)
Used
Website (Cabela’s, Bass Pro)
Other
Total muzzleloader market
Size of the 2013 Firearm and Ammunition Market Report
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without written permission from Southwick Associates, Inc
44
Estimated 2013 muzzleloader market size (units) by retailer type:
Retail Type
Estimated 2013 U.S.
Market
General Sporting Goods (The Sports Authority, Dick’s)
Gun shows or expos
Local shop (mom and pop shops)
Mass Merchant (Wal-Mart, K-Mart, Sam’s Club)
Outdoor Specialty Store (Bass Pro, Cabela’s, Gander Mountain)
Printed Catalog (Bass Pro, Cabela’s)
Used
Website (Cabela’s, Bass Pro)
Other
Total muzzleloader market
Estimated 2013 muzzleloader market size (dollars) by muzzleloader type and retailer type:
Muzzleloader Type
Retail Type Inline Standard Flintlock Other
General Sporting Goods
Gun shows or expos
Local shop
Mass Merchant
Outdoor Specialty Store
Printed Catalog
Used
Website
Other
Total muzzleloader market
Estimated 2013 muzzleloader market size (units) by muzzleloader type and retailer type:
Muzzleloader Type
Retail Type Inline Standard Flintlock Other
General Sporting Goods
Gun shows or expos
Local shop
Mass Merchant
Outdoor Specialty Store
Printed Catalog
Used
Website
Other
Total muzzleloader market
Size of the 2013 Firearm and Ammunition Market Report
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without written permission from Southwick Associates, Inc
45
Air Rifle Market Size
Estimated 2013 air rifle market size (dollars) by retailer type:
Retail Type
Estimated 2013 U.S.
Market
General Sporting Goods (The Sports Authority, Dick’s)
Gun shows or expos
Local shop (mom and pop shops)
Mass Merchant (Wal-Mart, K-Mart, Sam’s Club)
Outdoor Specialty Store (Bass Pro, Cabela’s, Gander Mountain)
Printed Catalog (Bass Pro, Cabela’s)
Used
Website (Cabela’s, Bass Pro)
Other
Total air rifle market
Estimated 2013 air rifle market size (units) by retailer type:
Retail Type
Estimated 2013 U.S.
Market
General Sporting Goods (The Sports Authority, Dick’s)
Gun shows or expos
Local shop (mom and pop shops)
Mass Merchant (Wal-Mart, K-Mart, Sam’s Club)
Outdoor Specialty Store (Bass Pro, Cabela’s, Gander Mountain)
Printed Catalog (Bass Pro, Cabela’s)
Used
Website (Cabela’s, Bass Pro)
Other
Total air rifle market
Size of the 2013 Firearm and Ammunition Market Report
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without written permission from Southwick Associates, Inc
46
Ammunition Market Size Overview
Estimated 2013 ammunition market size (dollars) by equipment type:
Ammunition Type Estimated 2013 U.S. Market
Rifle ammunition
Shotgun ammunition
Handgun ammunition
Total ammunition market
Estimated 2013 ammunition market size (units) by equipment type:
Ammunition Type Estimated 2013 U.S. Market
Rifle ammunition
Shotgun ammunition
Handgun ammunition
Total ammunition market
Size of the 2013 Firearm and Ammunition Market Report
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without written permission from Southwick Associates, Inc
47
Rifle Ammunition Market Size
Estimated 2013 rifle ammunition market size (dollars) by caliber:
Estimated 2013 U.S. Market
17 cal
204 Ruger
22 cal
22-250 cal
223 cal
243 cal
270 Winchester
270 WSM
30 Carbine
30-06 Springfield
30-30 cal
300 Rem Magnum
300 Rem Ultra Magnum
300 Savage
300 Weatherby Magnum
300 Win Mag
300 WSM
303 British
308 cal
32 Win Special
35 Remington
375 H&H Magnum
416 Rigby
44 Rem
458 Win Magnum
5.56 cal
7 62x39 Soviet
7 mm Mauser
7 mm WSM
7 mm-08
7mm Remington Mag
8 mm Mausar
9 mm
Other
Not sure
Total rifle ammunition market
Size of the 2013 Firearm and Ammunition Market Report
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without written permission from Southwick Associates, Inc
48
Estimated 2013 rifle ammunition market size (units) by caliber:
Estimated 2013 U.S. Market
17 cal
204 Ruger
22 cal
22-250 cal
223 cal
243 cal
270 Winchester
270 WSM
30 Carbine
30-06 Springfield
30-30 cal
300 Rem Magnum
300 Rem Ultra Magnum
300 Savage
300 Weatherby Magnum
300 Win Mag
300 WSM
303 British
308 cal
32 Win Special
35 Remington
375 H&H Magnum
416 Rigby
44 Rem
458 Win Magnum
5.56 cal
7 62x39 Soviet
7 mm Mauser
7 mm WSM
7 mm-08
7mm Remington Mag
8 mm Mausar
9 mm
Other
Not sure
Total rifle ammunition market
Size of the 2013 Firearm and Ammunition Market Report
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without written permission from Southwick Associates, Inc
49
Estimated 2013 rifle ammunition market size (dollars) by retailer type:
Estimated 2013 U.S. Market
General Sporting Goods (The Sports Authority, Dick’s)
Gun shows or expos
Local shop (mom and pop shops)
Mass Merchant (Wal-Mart, K-Mart, Sam’s Club)
Outdoor Specialty Store (Bass Pro, Cabela’s, Gander Mountain)
Printed Catalog (Bass Pro, Cabela’s)
Used
Website (Cabela’s, Bass Pro)
Other
Not Sure
Total rifle ammunition market
Estimated 2013 rifle ammunition market size (units) by retailer type:
Estimated 2013 U.S. Market
General Sporting Goods (The Sports Authority, Dick’s)
Gun shows or expos
Local shop (mom and pop shops)
Mass Merchant (Wal-Mart, K-Mart, Sam’s Club)
Outdoor Specialty Store (Bass Pro, Cabela’s, Gander Mountain)
Printed Catalog (Bass Pro, Cabela’s)
Used
Website (Cabela’s, Bass Pro)
Other
Not Sure
Total rifle ammunition market
Size of the 2013 Firearm and Ammunition Market Report
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without written permission from Southwick Associates, Inc
50
Estimated 2013 rifle ammunition market size (dollars) by retailer type and caliber:
Retail Type
Caliber Mass Merchant
Outdoor
Specialty Store
General
Sporting Goods Local Shop
17 cal
204 Ruger
22 cal
22-250 cal
223 cal
243 cal
270 Winchester
270 WSM
30 Carbine
30-06 Springfield
30-30 cal
300 Rem Magnum
300 Rem Ultra Magnum
300 Savage
300 Weatherby Magnum
300 Win Mag
300 WSM
303 British
308 cal
32 Win Special
35 Remington
375 H&H Magnum
416 Rigby
44 Rem
458 Win Magnum
5.56 cal
7 62x39 Soviet
7 mm Mauser
7 mm WSM
7 mm-08
7mm Remington Mag
8 mm Mausar
9 mm
Other
Not sure
Total rifle ammunition
market
Size of the 2013 Firearm and Ammunition Market Report
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without written permission from Southwick Associates, Inc
51
Estimated 2013 rifle ammunition market size (dollars) by retailer type and caliber (cont’d):
Retail Type
Caliber Print Catalog Website Gun shows or expos
17 cal
204 Ruger
22 cal
22-250 cal
223 cal
243 cal
270 Winchester
270 WSM
30 Carbine
30-06 Springfield
30-30 cal
300 Rem Magnum
300 Rem Ultra Magnum
300 Savage
300 Weatherby Magnum
300 Win Mag
300 WSM
303 British
308 cal
32 Win Special
35 Remington
375 H&H Magnum
416 Rigby
44 Rem
458 Win Magnum
5.56 cal
7 62x39 Soviet
7 mm Mauser
7 mm WSM
7 mm-08
7mm Remington Mag
8 mm Mausar
9 mm
Other
Total rifle ammunition market
Size of the 2013 Firearm and Ammunition Market Report
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without written permission from Southwick Associates, Inc
52
Estimated 2013 rifle ammunition market size (dollars) by retailer type and caliber (cont’d):
Retail Type
Caliber Used Other Not Sure
17 cal
204 Ruger
22 cal
22-250 cal
223 cal
243 cal
270 Winchester
270 WSM
30 Carbine
30-06 Springfield
30-30 cal
300 Rem Magnum
300 Rem Ultra Magnum
300 Savage
300 Weatherby Magnum
300 Win Mag
300 WSM
303 British
308 cal
32 Win Special
35 Remington
375 H&H Magnum
416 Rigby
44 Rem
458 Win Magnum
5.56 cal
7 62x39 Soviet
7 mm Mauser
7 mm WSM
7 mm-08
7mm Remington Mag
8 mm Mausar
9 mm
Other
Not sure
Total rifle ammunition market
Size of the 2013 Firearm and Ammunition Market Report
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without written permission from Southwick Associates, Inc
53
Estimated 2013 rifle ammunition market size (units) by retailer type and caliber:
Retail Type
Caliber Mass Merchant
Outdoor
Specialty Store
General
Sporting Goods Local Shop
17 cal
204 Ruger
22 cal
22-250 cal
223 cal
243 cal
270 Winchester
270 WSM
30 Carbine
30-06 Springfield
30-30 cal
300 Rem Magnum
300 Rem Ultra Magnum
300 Savage
300 Weatherby Magnum
300 Win Mag
300 WSM
303 British
308 cal
32 Win Special
35 Remington
375 H&H Magnum
416 Rigby
44 Rem
458 Win Magnum
5.56 cal
7 62x39 Soviet
7 mm Mauser
7 mm WSM
7 mm-08
7mm Remington Mag
8 mm Mausar
9 mm
Other
Not sure
Total rifle ammunition
market
Size of the 2013 Firearm and Ammunition Market Report
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without written permission from Southwick Associates, Inc
54
Estimated 2013 rifle ammunition market size (units) by retailer type and caliber (cont’d):
Retail Type
Caliber Print Catalog Website Gun shows or expos
17 cal
204 Ruger
22 cal
22-250 cal
223 cal
243 cal
270 Winchester
270 WSM
30 Carbine
30-06 Springfield
30-30 cal
300 Rem Magnum
300 Rem Ultra Magnum
300 Savage
300 Weatherby Magnum
300 Win Mag
300 WSM
303 British
308 cal
32 Win Special
35 Remington
375 H&H Magnum
416 Rigby
44 Rem
458 Win Magnum
5.56 cal
7 62x39 Soviet
7 mm Mauser
7 mm WSM
7 mm-08
7mm Remington Mag
8 mm Mausar
9 mm
Other
Total rifle ammunition market
Size of the 2013 Firearm and Ammunition Market Report
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without written permission from Southwick Associates, Inc
55
Estimated 2013 rifle ammunition market size (units) by retailer type and caliber (cont’d):
Retail Type
Caliber Used Other Not Sure
17 cal
204 Ruger
22 cal
22-250 cal
223 cal
243 cal
270 Winchester
270 WSM
30 Carbine
30-06 Springfield
30-30 cal
300 Rem Magnum
300 Rem Ultra Magnum
300 Savage
300 Weatherby Magnum
300 Win Mag
300 WSM
303 British
308 cal
32 Win Special
35 Remington
375 H&H Magnum
416 Rigby
44 Rem
458 Win Magnum
5.56 cal
7 62x39 Soviet
7 mm Mauser
7 mm WSM
7 mm-08
7mm Remington Mag
8 mm Mausar
9 mm
Other
Not sure
Total rifle ammunition market
Size of the 2013 Firearm and Ammunition Market Report
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without written permission from Southwick Associates, Inc
56
Handgun Ammunition Market Size
Estimated 2013 handgun ammunition market size (dollars) by caliber:
Estimated 2013 U.S. Market
22 cal
32 cal
357 cal
38 cal
380 cal
40 S&W
44 cal
45 auto
9mm
Other
Not sure
Total handgun ammunition market
Estimated 2013 handgun ammunition market size (units) by caliber:
Estimated 2013 U.S. Market
22 cal
32 cal
357 cal
38 cal
380 cal
40 S&W
44 cal
45 auto
9mm
Other
Not sure
Total handgun ammunition market
Size of the 2013 Firearm and Ammunition Market Report
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without written permission from Southwick Associates, Inc
57
Estimated 2013 handgun ammunition market size (dollars) by retailer type:
Estimated 2013 U.S. Market
General Sporting Goods (The Sports Authority, Dicks)
Gun shows or expos
Local shop (mom and pop shops)
Mass Merchant (Wal-Mart, K-Mart, Sams Club)
Outdoor Specialty Store (Bass Pro, Cabelas, Gander Mountain)
Printed Catalog (Bass Pro, Cabelas)
Used
Website (Cabelas, Bass Pro)
Other
Not Sure
Total handgun ammunition market
Estimated 2013 handgun ammunition market size (units) by retailer type:
Estimated 2013 U.S. Market
General Sporting Goods (The Sports Authority, Dicks)
Gun shows or expos
Local shop (mom and pop shops)
Mass Merchant (Wal-Mart, K-Mart, Sams Club)
Outdoor Specialty Store (Bass Pro, Cabelas, Gander Mountain)
Printed Catalog (Bass Pro, Cabelas)
Used
Website (Cabelas, Bass Pro)
Other
Not Sure
Total handgun ammunition market
Size of the 2013 Firearm and Ammunition Market Report
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without written permission from Southwick Associates, Inc
58
Estimated 2013 handgun ammunition market size (dollars) by retailer type and caliber:
Retail Type
Caliber Mass Merchant
Outdoor
Specialty Store
General
Sporting Goods Local Shop
22 cal
32 cal
357 cal
38 cal
380 cal
40 S&W
44 cal
45 auto
9mm
Other
Not sure
Total handgun
ammunition market
Estimated 2013 handgun ammunition market size (dollars) by retailer type and caliber (cont’d):
Retail Type
Caliber Printed Catalog Website Gun Shows/ Expos
22 cal
32 cal
357 cal
38 cal
380 cal
40 S&W
44 cal
45 auto
9mm
Other
Total handgun ammunition market
Size of the 2013 Firearm and Ammunition Market Report
CONFIDENTIAL Do not make any copies of this report or share any of the contents with anyone outside of your organization
without written permission from Southwick Associates, Inc
59
Estimated 2013 handgun ammunition market size (dollars) by retailer type and caliber (cont’d):
Retail Type
Caliber Used Other Not Sure
22 cal
32 cal
357 cal
38 cal
380 cal
40 S&W
44 cal
45 auto
9mm
Other
Total handgun ammunition market
Estimated 2013 handgun ammunition market size (units) by retailer type and caliber:
Retail Type
Caliber Mass Merchant
Outdoor
Specialty Store
General
Sporting Goods Local Shop
22 cal
32 cal
357 cal
38 cal
380 cal
40 S&W
44 cal
45 auto
9mm
Other
Not sure
Total handgun
ammunition market
Size of the 2013 Firearm and Ammunition Market Report
CONFIDENTIAL Do not make any copies of this report or share any of the contents with anyone outside of your organization
without written permission from Southwick Associates, Inc
60
Estimated 2013 handgun ammunition market size (units) by retailer type and caliber (cont’d):
Retail Type
Caliber Printed Catalog Website
Gun Shows/
Expos
22 cal
32 cal
357 cal
38 cal
380 cal
40 S&W
44 cal
45 auto
9mm
Other
Total handgun ammunition market
Estimated 2013 handgun ammunition market size (units) by retailer type and caliber (cont’d):
Retail Type
Caliber Used Other Not Sure
22 cal
32 cal
357 cal
38 cal
380 cal
40 S&W
44 cal
45 auto
9mm
Other
Total handgun ammunition market
Size of the 2013 Firearm and Ammunition Market Report
CONFIDENTIAL Do not make any copies of this report or share any of the contents with anyone outside of your organization
without written permission from Southwick Associates, Inc
61
Shotgun Ammunition Market Size
Estimated 2013 shotgun ammunition market size (dollars) by gauge:
Estimated 2013 U.S. Market
12 gauge
16 gauge
20 gauge
28 gauge
.410 gauge
Other
Total shotgun ammunition market
Estimated 2013 shotgun ammunition market size (units) by gauge:
Estimated 2013 U.S. Market
12 gauge
16 gauge
20 gauge
28 gauge
.410 gauge
Other
Total shotgun ammunition market
Estimated 2013 shotgun ammunition market size (dollars) by retailer type:
Estimated 2013 U.S. Market
General Sporting Goods (The Sports Authority, Dick’s)
Gun shows or expos
Local shop (mom and pop shops)
Mass Merchant (Wal-Mart, K-Mart, Sam’s Club)
Outdoor Specialty Store (Bass Pro, Cabela’s, Gander Mountain)
Printed Catalog (Bass Pro, Cabela’s)
Used
Website (Cabela’s, Bass Pro)
Other
Not sure
Total shotgun ammunition market
Size of the 2013 Firearm and Ammunition Market Report
CONFIDENTIAL Do not make any copies of this report or share any of the contents with anyone outside of your organization
without written permission from Southwick Associates, Inc
62
Estimated 2013 shotgun ammunition market size (units) by retailer type:
Estimated 2013 U.S. Market
General Sporting Goods (The Sports Authority, Dick’s)
Gun shows or expos
Local shop (mom and pop shops)
Mass Merchant (Wal-Mart, K-Mart, Sam’s Club)
Outdoor Specialty Store (Bass Pro, Cabela’s, Gander Mountain)
Printed Catalog (Bass Pro, Cabela’s)
Used
Website (Cabela’s, Bass Pro)
Other
Not sure
Total shotgun ammunition market
Size of the 2013 Firearm and Ammunition Market Report
CONFIDENTIAL Do not make any copies of this report or share any of the contents with anyone outside of your organization
without written permission from Southwick Associates, Inc
63
Estimated 2013 shotgun ammunition market size (dollars) by retailer type and gauge:
Retail Type
Gauge Mass Merchant
Outdoor
Specialty Store
General
Sporting Goods Local Shop
12 gauge
16 gauge
20 gauge
28 gauge
.410 gauge
Other
Total shotgun
ammunition market
Estimated 2013 shotgun ammunition market size (dollars) by retailer type and gauge (cont’d):
Retail Type
Gauge Printed Catalog Website Gun Shows/ Expos
12 gauge
16 gauge
20 gauge
28 gauge
.410 gauge
Other
Total shotgun ammunition market
Estimated 2013 shotgun ammunition market size (dollars) by retailer type and gauge (cont’d):
Retail Type
Gauge Used Other Not Sure
12 gauge
16 gauge
20 gauge
28 gauge
.410 gauge
Other
Total shotgun ammunition market
Size of the 2013 Firearm and Ammunition Market Report
CONFIDENTIAL Do not make any copies of this report or share any of the contents with anyone outside of your organization
without written permission from Southwick Associates, Inc
64
Estimated 2013 shotgun ammunition market size (units) by retailer type and gauge:
Retail Type
Gauge Mass Merchant
Outdoor
Specialty Store
General
Sporting Goods Local Shop
12 gauge
16 gauge
20 gauge
28 gauge
.410 gauge
Other
Total shotgun
ammunition market
Estimated 2013 shotgun ammunition market size (units) by retailer type and gauge (cont’d):
Retail Type
Gauge Printed Catalog Website Gun Shows/ Expos
12 gauge
16 gauge
20 gauge
28 gauge
.410 gauge
Other
Total shotgun ammunition market
Estimated 2013 shotgun ammunition market size (units) by retailer type and gauge (cont’d):
Retail Type
Gauge Used Other Not Sure
12 gauge
16 gauge
20 gauge
28 gauge
.410 gauge
Other
Total shotgun ammunition market