Holiday Sales Strategies: Boost December Revenue for Ranges, Retailers, and Manufacturers
As December rolls in, it’s time for firearms ranges, retailers, and manufacturers to make the most of the holiday shopping frenzy. To capture their part of the billions of dollars spent by consumers this season.
Every year, the holiday season offers an incredible opportunity to drive revenue, engage with new customers, and build lasting relationships with your audience. However, standing out in the crowded marketplace with many restrictions requires a well-crafted strategy tailored to your unique position in the firearms industry. It is not too late for you to still turn your holiday plans into holiday gains for your business.
Here are actionable tips to help your business thrive this holiday season, blending proven sales tactics with strategies that emphasize safety, convenience, and the spirit of the holidays.
1. Create Irresistible Holiday-Themed Promotions
Holiday promotions aren’t just a gimmick—they’re a way to capitalize on heightened consumer spending. To catch attention:
Bundle Deals: Offer popular firearms paired with essential accessories, such as holsters, cleaning kits, or ammo. Bundling adds value for customers and increases your average order size. One client saw a 4x return on ad spend (ROAS) with this play over Black Friday/Cyber Monday just last week.
Gift Cards: Promote gift cards as the perfect last-minute gift. A special deal like “Buy a $100 gift card, get a $20 bonus card” can entice shoppers. Alternatively, offer a credit to be delivered after the holiday purchase to incentivize shoppers to get a little something for themselves after they have shopped for others in their lives. An armor brand we work with did this and was able to triple new visitors to their site and crush their sales goals in November.
Seasonal Discounts: Consider offering holiday discounts on slow-moving inventory or a “12 Days of Deals” campaign that rotates featured items daily.
2. Leverage Digital and In-Store Marketing
Reach your customers where they are, whether that’s online or in-store.
Email Campaigns: Use your email list to highlight holiday sales, announce flash deals, and remind customers of upcoming promotions.
Social Media Ads: Platforms like Facebook and Instagram may have restrictions on firearms ads, but focus on maximizing your reach with your current audience (a key strategy you should be working on during the offseason) as well as compliant products like safes, optics, or accessories. Alternatively, advertise through 2A-friendly ad platforms like those offered by Sphere Strategy.
In-Store Events: Create an in-store experience to drive foot traffic. Host a holiday-themed event, like a “Safety & Storage Workshop” or “Try Before You Buy” range day with special discounts for attendees.
3. Prioritize Safety in Holiday Marketing
The holidays are a time for joy, but they’re also a critical moment to remind customers about safe and responsible firearm ownership.
Safe Gifting Practices: Create educational content on how to gift firearms responsibly, following local laws, and using background checks. Pair this message with a promotion on safes or lockboxes.
Safety Promotions: Offer discounts on training courses or gun safes as thoughtful and practical gift ideas. This is especially important for families who might host children or guests unfamiliar with firearms. My family operates with a locked-up or on-you rule in our house.
Content Marketing: Publish blogs or social media posts focused on seasonal firearm safety tips, like proper storage during holiday travel or securing firearms in homes with visitors.
4. Cater to Last-Minute Shoppers
The closer it gets to December 25, the more desperate last-minute shoppers become. Position your business as the solution:
Flash Sales: Run 24-hour or weekend-only deals on high-demand items like optics, magazines, or apparel. Look at what you have a high inventory of and determine how you can move it with one of these sales.
Local Pickup Options: If you’re a retailer or range, offer in-store pickup for online orders to save time for shoppers. Highlight this convenience in your marketing materials.
Free or Expedited Shipping: Encourage online shoppers to buy with guaranteed delivery by Christmas. Offer free shipping for orders over a certain amount to drive larger purchases.
5. Plan for the Post-Holiday Rush
The holiday season doesn’t end on December 25. Smart retailers and ranges use the post-holiday period to keep the momentum going.
Gift Card Redemptions: Prepare for an influx of customers redeeming holiday gift cards. Use this opportunity to upsell additional products or accessories.
New Gun Owner Outreach: Many customers will receive firearms as gifts. Offer beginner-friendly range packages or safety classes to help them get started.
End-of-Year Clearance: Clear out inventory before tax season with a post-Christmas sale on remaining stock. Pair this with messaging that encourages customers to use their holiday cash or gift cards.
By combining holiday promotions, strategic marketing, and a focus on safety, your firearms business can maximize revenue and customer engagement this December. Whether you’re a manufacturer introducing a new product, a retailer looking to increase foot traffic, or a range aiming to fill classes, these tactics will help you make the most of the season.
This holiday season is not just about sales; it’s about building relationships, encouraging responsible firearm ownership, and showcasing the value your business brings to the 2A community. Start planning your campaigns today to ensure you hit your revenue targets and finish the year strong!