The low point of the firearms sales calendar is easy to spot. It hits every year around the Fourth of July. Families are outside grilling, traveling, or at parades. They are not in stores or browsing online. Fireworks and family take priority over firearms. What follows matters more.

Sales momentum typically returns on the Monday after the holiday. From that point forward, the industry begins the steady march toward Black Friday. This year, signs are pointing in the right direction. Direct-to-consumer sales remained solid during the holiday. Reorders at Crow Wholesale picked up. Many dealers are cautiously preparing early instead of waiting for a rush.

At Crow, we see a national snapshot of store-level replenishment activity. That puts us in a unique position to spot positive trends as they emerge. Right now, we are seeing the early signals of a return to steady, controlled buying.

Consumer behavior is also showing signs of growing confidence. The recent passage of the “Big Beautiful Bill,” a tax reform package, appears to have eased concerns around household budgets. There is a sense that leadership might take cost-of-living pressure seriously.

An Amazon Prime Day report shows year-over-year sales down 41%. At the same time, “off-site Amazon Sales”, when customers find a product on Amazon but go direct to the suppler, are significantly up. Customers want a direct relationship over a cheaper transaction. They are also scrutinizing U.S.-made products more the ever before.

There is a window of opportunity between now and September 1. The market is improving but remains cautious. Global instability no longer sparks urgency like it once did. The customer is tuning out fear-based headlines. Scarcity is not the motivator it used to be.

You might not have an entire shopping mall for a sporting goods store like Black Sheep Sporting Goods (top and bottom) in Coeur d’Alene, Idaho, but you can display hot deals, new products and bundled items to maximize your potential with new and existing customers. OWDN photos

What moves the needle now is innovation. New products, fresh packaging, and well-placed marketing create energy. U.S.-made parts and accessories still carry weight with buyers. They may not always bring a price premium, but they often bring customer trust. Dealers who prioritize American-made goods in promotions and shelf planning will earn more loyal shoppers.

Here’s how you can innovate for your customer:

1. Look for custom colors or exclusive models from wholesalers like Lipsey’s, TALO, or Crow Wholesale. These options attract traffic. A custom pistol or rifle can anchor a full basket.
2. Refinish in-house. Unique patterns or finishes help customers express themselves. Customization sets your store apart.
3. Bundle related items and offer a 10 to 15 percent discount. That range continues to be the sweet spot to motivate buyers.
4. Keep marketing active in local newspapers, on radio, and across social media. This could be the time to explore AR15.com’s local tools and reach customers you have not met yet.
5. Suppressor Ready!!! The Big Beautiful Bill reduced the NFA Tax Stamp to $0.00. Not a full win but progress. Get your store ready to sell suppressors. Firearms without threaded barrels will need threads cut or barrels replaced. Learn to cut threads or look for suppressor ready barrels. And build the basket with suppressor cleaners, a suppressor heat shields or storage.

The winds of summer are beginning to shift. Retailers who stay alert and offer something new will catch that tailwind. The ones who sit back will miss it.

Dealers who act now will build momentum. Those who delay will miss the window. This is the time to bring in the new, reframe the value, and talk directly to your customer. The second half of this year will reward those who lead with clarity, not those who wait for a signal. The market is ready. You just need to move first.

—Pete Brownell

Pete Brownell is Chairman of the Board of Brownells and Chairman and CEO of Brownells parent company, 2nd Adventure Group.