SPOTLIGHT ON...
SHOTGUNS
Shotgun Survey Results
OVER THE LAST 12 MONTHS…
TOP-SELLING BRANDS
(ALPHABETICAL ORDER)
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Akkar
Armsan
ATA
Benelli
Berett a
Browning
Fabarm
Franchi
Huglu
Miroku
Mossberg
Remington
Winchester
27
AVERAGE NUMBER
OF SHOTGUNS SOLD
PER YEAR
MAIN REASON
FOR PURCHASE OF
SHOTGUN
■ General field hunting 72%
■ Driven game 14%
■ Wildfowling 14%
BEST-SELLING GAME
AND FIELD HUNTING
SHOTGUN
■ Over-and-under 57%
■ Semi-automatic 43%
FIND YOUR NICHE
Long gone are the days when one shotgun,
preferably a 12 gauge over-and-under with
28in barrels, was the go-to gun for all your
fi eld and clay shooting needs. As sales of this
type of gun continue steadily, without any
spectacular leaps or bounds, the trade has
increasingly become aware of the need to cater
for specifi c market niches to improve sales.
Already having a 12 gauge over-and-under,
why bother buying a second or third gun of
the same fl avour? Getting a camoufl aged,
gas-operated 10ga semi-automatic wildfowling
piece, that sleek all-black 14in barrelled
telescopic stocked pump action or a 34in semihigh
rib claybuster with an adjustable cheek
piece and titanium chokes is something else all
together.
Without a shred of doubt, off ering people
diff erent options and letting them try
something new makes them want to buy.
OPPORTUNITIES BREED SALES
In an eff ort to promote shooting sports, and
for the trade to sell more guns, it is vitally
important shooters get as many opportunities
as possible to shoot at various shooting and
hunting grounds, competitions and so forth.
Examples abound of brands, even individual
shops, hosting clinics to get to grips with new
niche products and shooting disciplines. A
wildfowling event in the Netherlands springs
to mind where hunters can try out semiautomatic
shotguns various brands and get a
clinic on how to improve their hunting and
shooting techniques on wildfowl as well.
Th is kind of event certainly helps to get the
message across and gets the till ringing as well,
both for gun and ammunition sales. GTW
■ 1-50 57%
■ 51-100 29%
101-150 n/a
151-200 n/a
■ 200+ 14%
BEST-SELLING CLAY
TARGET SHOTGUN
■ Over-and-under 86%
■ Semi-automatic 14%
BEST-SELLING
SEMI-AUTO ACTION
■ Semi-automatic 57%
■ Inertia operated 43%
MOST SIGNIFICANT
FEATURE FOR BUYER
■ Price 43%
■ Brand 43%
■ Reliability 14%
COMPARED TO LAST YEAR,
ARE SALES...
GAME/FIELD HUNTING SHOTGUNS
■ Up 35% ■ Down 15% ■ Same 50%
CLAY TARGET SHOTGUNS
■ Up 29% ■ Down 14% ■ Same 57%
SMALLER CALIBRES (20G/28G/.410)
■ N/A 42% ■ Down 29% ■ Same 29%
LADIES BUYING SHOTGUNS
■ N/A 29% ■ Down 29% ■ Same 42%
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