2011 Industry
Research Directory
National Shooting
Sports Foundation®
The National Shooting Sports
Foundation recognizes the opportunity
to deliver even greater value to our members
by providing reliable industry research services.
This directory highlights the most comprehensive
research tools available through the NSSF. These tools
are designed to help industry professionals stay informed.
The resources are reliable and cost efficient, and they
add immediate value to your membership in NSSF.
It is our hope that by providing detailed research
services and analysis, NSSF members can make
better management decisions, resulting in
greater success for their organizations.
www.nssf.org
2011 Industry Reference Guide
This report encompasses the shooting sports industry
into one, easy-to-reference resource!
Includes industry trends on hunting license sales,
excise taxes, NICS, FFL dealers, manufacturing reports,
economic data, demographics of shooting sports
participants, state-by-state participation, state-of-theindustry survey results and, much more.
A timely and efficient source of information available
to NSSF members and industry partners at a significantly
reduced rate.
Full-color detailed information with the latest industry
statistics! More than 150 pages of information!
Printed - Item 353
CD - Item 364
Updated Annually
Hunting License Sales Trends
Excise Tax Trends
NICS Background Checks
Section A
FFL Trends by Type and State
Firearms Production by Year
U.S. Imports/Exports by Country
Firearm-related Accident Trends
Section B
Profile of 10 Shooting Disciplines
Participation by State
Section C
Demographic Profiles
Section D
Sales Analysis by Product Segment
Section E
Government Relations
Section F
Social Research Trends
For more information or to obtain an order form, contact
NSSF Research at (203) 426-1320 or email research@nssf.org.
Order form is also available for download at www.nssf.org/research.
The Future of Hunting and the
Shooting Sports
The Shooting Sports Summit gathers leaders from throughout the
shooting, hunting and outdoor industry as well as key leaders from
fish and wildlife agencies and conservation organizations to address
key challenges that face the future of the shooting sports. At the
core of the 2008 Summit was a three-year research project titled,
“The Future of Hunting and the Shooting Sports: Research-Based
Recruitment and Retention Strategies.” The report condenses the
findings of one of the largest and most comprehensive studies ever
conducted on the factors related to the industry. Funding for the
research came from the U.S. Fish & Wildlife Service in the form of
a multi-state conservation grant. NSSF commissioned the firm of
Responsive Management to conduct the research for the report. To
guide the successful implementation of this research, the NSSF has
developed Task Force 20/20SM.
This research is a must-read for all aspects of the industry.
Free download at www.taskforce2020.org.
Lifetime Retail Sales Value: 2008 Edition
What is a hunter or target shooter worth to the nation’s economy
over the course of his or her lifetime?
This report examines how much a typical hunter and target
shooter is expected to spend on their sport, including travel and
related items, as well as on equipment throughout their lifetime.
The numbers speak volumes not only to the outdoor industry, but
also to politicians and decision-makers at all levels.
This report along with a Customized Market Report will help you
determine your market’s retail potential.
What You Will Find Inside:
Data Elements
Participation rates
Annual expenditures
Estimated number of hunters by age cohort
Source Data
Estimated hunter expenditures by age cohort
Estimated target shooter expenditures
Free download via member login; visit www.nssf.org.
Other publications available through member login:
Includes the value of hunters and target
shooters. Next update: 2012/2013.
Set Your Sights
by taking a closer look
on tomorrow’s business
At Today’s
NSSF®
The Modern Target Shooter Report: 2011 Edition
TM
Types of target shooting activities by discipline and average monthly days of shooting
Demographic tables for
participants reported
in 3 categories - age of
respondent, household
income and education level
for the following disciplines:
- Sporting clays
- Trap
- Skeet
- Rifle (plinking, bench rest, tactical, cowboy, etc.)
- Handgun shooting (plinking, silhouette, cowboy, etc.)
- Bow/archery
- Other shooting activities
Expenditures by target
shooters - details include
average amount spent
and types of stores where
purchased.
- Equipment purchased
- Firearms and ammunition purchased reported by type
and brand
- Handloading equipment and shooting accessories
purchased including brand
NSSF®
The Modern Bowhunter Report: 2011 Edition
CD - Item 365
TM
Itemized expenditures
by bowhunters
- Equipment purchased (bows, arrows, fletching,
broadheads, releases, peepsites, silencers, stabilizers, arm
guards, quivers, rests, archery targets, strings, bow cases,
archery sights and bow stands)
- Brand
- Cost/average amount spent
- Types of stores where equipment is purchased
Demographic tables are - Age of respondent
reported in
- Household income
3 categories
- Education level
Activities for
bowhunting
- Species sought
- Monthly average days bow/archery
- Other shooting activities of respondents
CD - Item 374
NSSF®
The Modern Hunter Report: 2008 Edition
TM
Section I:
- By region/type of game/targeted species
Demographics & numbers of - Typical hunters vs. avid hunters
hunters
- Detailed demographics
Section II:
Targeted species by region
Section III:
Itemized expenditures
by hunters
- Big game/small game/migratory birds
- Number of hunters/days of hunting effort/average # days
- Typical vs. avid hunters by type of game
-
Itemized expenditures by region and by game hunted
Average annual expenditure per hunter
Expenditures by species
Typical vs. avid hunter expenditures
CD - Item 352
Customized Market Reports
Are you looking to build a new range or retail store?
Or possibly expand the one you operate now? Often the
first step in the process is to write a business plan. This
blueprint will help you fully understand your trade area
and chart your course.
Studies show that ranges and retailers who have a
better understanding of their trade area are more likely to
succeed.
That is where a Customized Market Report comes
into play. It is the first step of the business plan-writing
process.
The Customized Market Report starts with a map
of your location and provides an area analysis around
it (in miles). Within that “trade area” we calculate
the potential number of recreational shooters by
type/discipline, identify the existing industry-related
businesses (including estimated revenue and employee
count), include law enforcement listings, FFL holders
(type 1 and 2), and provide a very detailed demographic
profile of the area.
Item 360
What You Will Find Inside:
3 Knowing Your Customer Potential
3 Knowing Your Competition
3 Detailed Demographic Report
3 Thematic Maps of Your Trade Area
Receive detailed
maps showing
potential
competitors
in your
trade area.
Multiple target market areas may be analyzed. For
example: a 10/25-mile radius, a 8/20/27-mile
radius or 10/20/30-mile radius.
Maximum radius: 35-miles.
Annual Participation Reports
2011 NSGA Shooting Sports
Participation
This is an annual National Sporting Goods Association
(NSGA) study measuring the number of participants in 10
shooting sports. Frequency of participation, demography and
a geographic profile are included for hunting with firearms,
bowhunting, target shooting (handgun, rifle, shotgun and
airgun) as well as muzzleloading and paintball. State by
state participation data is also included.
Available only on CD-ROM, Item 310.
Segments also available (see below).
Categories include:
Segment Reports
Hunting (Net), Item 373
Now you can order a full
demographic and participatory
report for any shooting discipline
included in the annual NSGA
report above. Order only what
you need and save.
NSSF®
Segment Report Series
Hunting (net) 2011 Edition
Hunting (Firearms), Item 350
Participation & Demographic Analysis
National Shooting
Sports Foundation®
Bowhunting, Item 351
Muzzleloading (Black Powder), Item 355
Target Shooting (Net), Item 370
Data compiled from the
2010 National Sporting Goods
Association, “Shooting Sports
Participation” Report.
Target Shooting (Handgun),
Item 357
Item #373
Our segment reports
are ideal if you are
interested in a specific
discipline or trying to
target a niche audience.
Ten segments in all.
www.NSSF.oRg
nssf®
segment report series
Hunting with firearms 2011 Edition
nssf®
segment report series
Bowhunting 2011 Edition
Target Shooting (Rifle),
Item 356
Participation & Demographic Analysis
national shooting
sports foundation®
Participation & Demographic Analysis
national shooting
sports foundation®
©iStockphoto.com/Brian Lee
Target Shooting (Shotgun),
Item 359
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Data compiled from the 2010 National
Sporting Goods Association, “Shooting
Sports Participation” Report.
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Data compiled from the 2010 National Sporting Goods
Association, “Shooting Sports Participation” Report.
Item #350
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Item #351
www.nssf.org
nssf®
segment report series
Target shooting (net) 2011 Edition
www.nssf.org
nssf®
segment report series
Target shooting Airgun 2011 Edition
Participation & Demographic Analysis
Participation & Demographic Analysis
national shooting
sports foundation®
national shooting
sports foundation®
©iStockphoto.com/Graham Taylor
nssf®
segment report series
Target shooting shotgun 2011 Edition
Participation & Demographic Analysis
Target Shooting
(Airgun), Item
358
national shooting
sports foundation®
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Paintball, Item
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Data compiled from the 2010 National
Sporting Goods Association, “Shooting
Sports Participation” Report.
Data compiled from the 2010 National
Sporting Goods Association, “Shooting
Sports Participation” Report.
Data compiled from the 2010 National Sporting Goods
Association, “Shooting Sports Participation” Report.
Item #370
Item #359
Item #358
www.nssf.org
www.nssf.org
national shooting
sports foundation®
©iStockphoto.com/Graham Taylor
nssf®
segment report series
Muzzleloading 2011 Edition
nssf®
segment report series
Paintball 2011 Edition
Participation & Demographic Analysis
Participation & Demographic Analysis
Data compiled from the 2010
National Sporting Goods
Association, “Shooting Sports
Participation” Report.
www.nssf.org
nssf®
segment report series
Target shooting Handgun 2011 Edition
nssf®
segment report series
Target shooting rifle 2011 Edition
Participation & Demographic Analysis
national shooting
sports foundation®
Participation & Demographic Analysis
national shooting
sports foundation®
national shooting
sports foundation®
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Item #356
©iStockphoto.com/Justin Horrocks
Data compiled from the 2010 National
Sporting Goods Association, “Shooting
Sports Participation” Report.
Data compiled from the 2010 National Sporting Goods
Association, “Shooting Sports Participation” Report.
Item #357
©iStockphoto.com/Kristian Stensønes
www.nssf.org
www.nssf.org
Data compiled from the 2010 National
Sporting Goods Association, “Shooting
Sports Participation” Report.
Item #354
www.nssf.org
Item #355
© iStockphoto.com/Millanovic
www.nssf.org
Shootersurvey.com
Huntersurvey.com
An Online Consumer Tool for the Hunting/Shooting Industry
HunterSurvey.com utilizes an online panel of active hunters and target
shooters by tracking their participation, expenditures and brand preferences.
Firearms
Results from this monthly survey, operated by Southwick Associates, are
available to industry via subscription and include:
Ammunition
Scopes & Accessories
Black Powder
• Species hunted and target-shooting activities engaged
Bowhunting/Archery Equipment
• Average days of hunting and target-shooting participation
Decoys
• Percentage of sales by brand per product category
Game Calls
• Demographic information on customers
Optics
• Percentage of sales by retail segment
• Purchase price points…and more
Results are statistically weighed to reflect all U.S. hunters and target
shooters. Monthly as well as year-end reports are available. Customized research for specific products and brands may be performed by
request. Over 100 categories in all!
NSSF®
Firearms Retailer Survey Report
This, third annual, report is the result of an in-depth analysis
of the U.S. firearms retail industry. The information in this
report was collected through an online study of retailers
conducted during the spring of 2011. Results are for 2010
retail (calendar) year. The study included more than 500 retail
establishments located nationwide. Historical year over year
data is also included.
Hunting Apparel
Footwear
Electronics
Hunting Equipment
Shooting Accessories
NSSF members receive a 15%
discount off the full reports.
For more information or to place
an order, contact Southwick
Associates at (904) 277-9765.
11 Mile Hill Road
Newtown, CT 06470-2359
T: 203.426.1320
F: 203.426.1087
www.nssf.org
© 2011 National Shooting Sports Foundation, Inc. All Rights Reserved
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