SPOTLIGHT ON...
ARCHERY
Archery Survey Results
OVER THE LAST 12 MONTHS…
TOP-SELLING BRANDS
(ALPHABETICAL ORDER)
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Barne
Carbon Express
Hoyt
Petron
Win&Win
27
AVERAGE NUMBER
OF BOWS SOLD PER
YEAR
BEST-SELLING TYPE
OF BOW
TYPE OF ARCHERY YOUR
CLIENTS TAKE PART IN
and arrowheads should be
used and so on. is is a whole
new world, with its own
unique language you have to
get acquainted with if you
want to immerse yourself in
archery.
GROWING STEADILY
e archery business is
nothing but healthy and
thriving. One third of the
retailers in our yearly survey
state sales are up. Year after
year this indicates the archery
business is on the rise.
e average number of bows
sold last year grew in the
entry level of the market. e
number of retailers claiming
to sell between 1 and 50 bows
grew to nearly 70 per cent. It’s
interesting to see there is a gap
between shops selling entrylevel
volumes and those selling
300+ bows on a yearly basis.
is could be an indication
of a market that is still quite
niche, featuring only a couple
of big, specialised retailers.
WHAT’S THE USE?
When asked what all these
bows sold are primarily being
used for, our respondents
claim equal shares of
products are used for hunting,
recreational shooting and
target shooting.
BEST SELLERS
In this issue’s archery survey,
recurve bows came out on top
as the best-selling bow type.
Compound bows, meanwhile,
still make up one third of the
market. e classic longbow
and the crossbow have fallen
back a bit with the retailers in
our survey.
BUYING DECISIONS
As with many branches of
the shooting trade, price
keeps playing a huge role in
the decision making process.
According to a whopping
65 per cent of our survey
respondents, price is one of
the top two features when
deciding to purchase a bow.
e feature to come in
rst, though, is quality of
manufacture. is makes it
rather clear that products with
a great quality/price ratio are
absolutely key.
LADY AND YOUTH SHOTS
Women and juniors are major
markets in the archery world,
even more so than in the
gun business. e majority of
retailers in our survey, over 65
per cent, felt the number of
juniors taking up archery is on
the up. Together with more
than 30 per cent of junior
numbers considered stable,
the future of archery and
bowhunting is looking very
promising indeed.
When asked about the
number of ladies taking up
archery, the retailers in our
survey remain con dent.
About the same numbers as
in the youth category pop up,
which is rather positive as well.
OPPORTUNITIES ABOUND
With technology making its
presence felt in bow sports
of all types, there are many
opportunities to make the
most of this growing market.
However, you need to know
the rules in each territory
because not all areas share the
same views on the hunting
aspect. Nevertheless, if you
know what you are talking
about, archery can prove to
be a very good revenue source
and a handy diversi cation in
your outlet. GTW
1-50 67%
300+ 33%
Recurve 67%
Compound 33%
Hunting 33%
Target 33%
Recreational 33%
TOP FEATURES IN
MAKING A SALE
Quality 50%
Price 33%
Brand name 17%
BEST-SELLING ACCESSORIES
(ALPHABETICAL ORDER)
Arm Guards
Arrows
Broadheads
Gloves
Sights
Targets
IS THE TARGET ARCHERY/
RECREATIONAL MARKET
Up 33%
Same 67%
IS THE BOW HUNTING
MARKET
Up 33%
Down 33%
Same 33%
NUMBER OF LADIES
TAKING UP ARCHERY
Up 67%
Same 33%
NUMBER OF YOUTHS/JUNIORS
TAKING UP ARCHERY
Up 67%
Same 33%
IS ARCHERY WELL SERVED IN THE FOLLOWING AREAS ?
Promotion through archery/bow hunting associations
Su icient choice in price/quality to meet all demands
Su icient product choice for juniors and ladies
x Adequate promotion on TV and radio
x Adequate promotion in archery/bow hunting magazine
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