Blog
How FFL Dealers Can Stay Profitable as Firearm Sales Slow Down
November 20, 2025 / 1 minute read / By Robert Josefs
Blog
Practical strategies FFL dealers can use to stay strong in a changing market
The firearm market has slowed, and data indicates that this trend may persist for some time. Many dealers are already feeling the effects. Still, a slowdown can be a turning point. It’s a chance to rethink your products, reach new customers, and build a steadier revenue stream. By diversifying your inventory and adding new services, your shop can stay strong even when gun sales drop.
In this blog, I share some practical ways to grow your business while meeting your customers’ needs:
1. Expand Into Firearm-Adjacent Gear
Accessories and upgrades sell consistently and offer high margins. These items give customers more reasons to visit your store and keep your shop relevant, even if they’re not planning to purchase another gun soon.
Examples of firearm-adjacent products:
- Suppressors and muzzle devices (where legally permitted) 🔇
- Optics, red dots, magnifiers, and mounting hardware 🔭
- Holsters, storage solutions, and protective cases 🧰
- Cleaning supplies, tools, and maintenance kits 🧼
- Ammunition and reloading components (where allowed) 🎯
- Magazines, spare parts, and upgrade kits ⚙️
Associated distributor: Gun Accessory Supply
A well-stocked accessory section can become a reliable source of revenue. Focus on adding high-demand items to ensure ongoing customer visits and sales.
2. Offer Non-Lethal and Personal Protection Products
The market for personal protection remains strong regardless of firearm sales. Not every customer wants—or can legally own— a firearm, but many seek ways to feel safer at home or while traveling. By offering non-lethal options, you broaden your store’s appeal and attract new demographics who may become loyal buyers.
This category also includes items that customers frequently replace or purchase in multiples, resulting in more consistent repeat business. Selling everyday protection gear helps position your shop as a general safety resource, rather than a place to visit only when buying a gun.
High-demand protection items:
- Pepper spray, gel, non-lethal defensive options 🧴
- Non-lethal guns (Byrna®, PepperBall®, TASER®) 🔫
- High-output flashlights, compact EDC lights 🔦
- Personal alarms, safety tools 📢
- Entry-level home-security products 🏠
- Basic protective gear, body armor (where appropriate) 🛡️
Associated distributor: StreetWise Security
Offering these products makes your shop more approachable for people who may feel intimidated walking into a gun store. Broadening your selection helps attract new demographics and supports steady business.
3. Broaden Into Outdoor, Surplus, and Utility Categories
There’s significant overlap between firearm owners and outdoor enthusiasts. Expanding into areas like camping, hiking, and surplus gear lets you serve a broader customer base while staying true to your core identity. These products attract hobbyists, travelers, hunters, and practical shoppers.
These categories also perform well year-round. People might not buy a firearm every season, but they do purchase outdoor equipment consistently.
Significant expansion opportunities include:
- Army/Navy surplus clothing, packs, equipment 🪖
- Camping, hiking, general outdoor gear 🏕️
- Knives, multitools, field tools 🔪
- Sleeping bags, tents, portable stoves, cook sets ⛺
- Water filtration systems, hydration gear 💧
- Paracord, carabiners, rope, repair kits 🧵
- First-aid supplies, emergency preparedness items ⛑️
- Uniforms with embroidery services 👕
Associated distributors: Liberty Mountain, Rothco
Adding these sections helps turn your store into a destination for a broader range of outdoor and tactical needs. Expanding into outdoor and surplus gear ensures your store stays relevant to more customers year-round.
4. Use Services and Instruction to Build Community and Recurring Revenue
To future-proof your business, attract people through frequent visits—not just firearm purchases. Classes and services encourage regular visits and foster a sense of community. The more your store feels like a hub, the stronger your customer loyalty becomes.
Membership or subscription-based services also create the steady, recurring revenue that retailers dream about. Training offerings attract new shooters who want hands-on guidance and a safe environment in which to learn.
Valuable services to offer:
- Beginner and advanced firearm safety instruction (group and private) 🎯
- Concealed-carry or certification courses (where applicable) 🛡️
- Gun-cleaning classes or “maintenance days” 🧽
- Gunsmithing services, repairs, upgrades ⚙️
- Community events and meet-ups 🤝
By positioning your shop as a place where people come to learn, improve, and connect, you create long-term customers—not one-time buyers. Developing services and training builds loyalty and brings recurring revenue.
5. Leverage Distributor Feeds Online and In-Store
Small to mid-size gun shops face inventory cost challenges. Distributor feeds help by providing customers with access to a vast catalog, even for items not carried in-store. This expands your perceived selection, without requiring a stock of expensive or slow-moving goods.
In-store kiosks or tablets make browsing easy for walk-in customers, while online feeds help your website function like a full eCommerce shop.
Benefits of using distributor feeds:
- Customers can see thousands of products, even if you aren’t stocking those items
- Special orders become fast and seamless
- You capture sales that might otherwise go to large online retailers
- Your website feels up-to-date and competitive
- Customers browse more—and buy more—when they see a larger selection
This is one of the simplest ways to modernize your store and increase revenue. Utilize distributor feeds to offer a broader product selection and increase sales without incurring high inventory costs.
6. Promote Your Business Relentlessly
Promotion matters: customers need to be aware of your expanded offerings. Effective, regular marketing boosts visibility even on a modest budget. Your goal should be to appear wherever your customers are searching, scrolling, or asking questions.
Key marketing channels to focus on:
- Google Business Profile 🔍: Add new photos often, update hours and categories, and encourage customer reviews.
- Social media (Facebook, Instagram, YouTube, TikTok)#️⃣: Create business profiles on multiple social channels, and post regularly (new arrivals, event announcements, short educational clips).
- A professional website 🛒: Include your inventory, as well as distributor feeds. Offer drop shipping, in-store pickup, and an FFL Locator. Highlight classes, services, and events, and add a blog.
The more consistently you promote your business, the stronger your reputation—and your foot traffic—will become. Regular, visible marketing ensures that customers are aware of your new offerings and drives store visits.
Final Thoughts
A decline in firearm sales doesn’t have to threaten the health of your business. To remain profitable, consider diversifying into related products, expanding your offerings, developing community-driven services, and enhancing your online presence. Taking these steps will help your store remain successful, no matter how the market changes.
Celerant offers point of sale and eCommerce websites for FFL dealers, including digital ATF compliance and a wide variety of firearm-specific and industry-related distributors. Contact Celerant today to learn how our retail software and partner integrations can help your business grow and stay ahead of the competition.
