New retail data shows that topline industry indicators are masking major differences across product categories, price points, and consumer behavior
Scottsdale, AZ – RetailBI, powered by Gearfire, has released its Q2 2026 Shooting Sports Retail Sales and Inventory Report, providing a data-driven look at what consumers are purchasing, what they are paying, and how dealers are adjusting inventory across the firearms, ammunition, optics, and suppressor markets.
The report reveals a market that cannot be explained by a single headline. While new firearm unit sales declined modestly compared with a year ago, retail revenue increased as consumers shifted toward higher-priced products. At the same time, dealers continued to reduce inventory, suggesting a more disciplined approach to stocking and working capital.
Several trends stood out during the quarter:
• Rifle demand moved in the opposite direction of the broader firearms market.
• Premium products continued to outperform entry-level offerings in several major categories.
• Shotguns faced broad-based pressure, while other categories showed pockets of meaningful strength.
• Suppressors delivered the strongest growth in the report as regulatory changes and improved processing times continued to reshape consumer demand.
• National background-check growth was heavily influenced by activity in a single state, demonstrating why NICS alone may not provide a complete picture of underlying retail performance.
"The headline may be background checks. The real market is what consumers actually buy, what they pay, and what remains on dealers' shelves," said Kaleb Seymour, Chief Strategy and Analytics Officer at Gearfire.
RetailBI data is based on automated sales and inventory feeds from more than 2,000 retailers across the United States. Same-store sales trends referenced in the report are drawn from a subset of retailers that have consistently reported since 2023, while inventory analysis reflects month-end stocking levels from approximately 400 large independent point-of-sale dealers.
The full report explores the forces behind the quarter's results, including category-level sales performance, pricing trends, inventory positioning and the growing divide between premium and entry-level products.
Read the full Q2 2026 Shooting Sports Retail Sales and Inventory Report: Q2 2026 Shooting Sports Report
About RetailBI: RetailBI, powered by Gearfire, provides manufacturers, distributors and other shooting sports organizations with visibility into retail sales, pricing, inventory, and market-share trends. The platform enables analysis down to the brand, model and UPC level, helping industry leaders evaluate product performance, monitor competitors and make better-informed strategic decisions.