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Shooting Industry April 2012 Digital Edition - Page 62

Industry Industry watch Southwick Reports Top-Selling Brands For 2011 Russ Thurman R emington achieved top ranking in three product categories in Southwick Associates surveys during 2011. The market research company compiled the data from 41,923 Internet surveys on and In 2011, Remington was the mostfrequently purchased rifle brand (16% of all purchases), shotgun brand (24.6%) and rifle ammunition brand (25.5%). “This recognition is a statement of the team effort required to get great products to the field. It starts with dedicated employees who care; retail partners who are excited about the products; and, finally, the hunters and shooters who trust the brand and buy our products,” said Scott Blackwell, Remington chief marketing officer. Winchester Ammunition also achieved multiple, top-selling rankings — shotgun ammunition brand (32.1% of all purchases) and handgun ammunition brand (20.7%) — as did Bushnell: scope brand for fire- Southwick — Top-Selling Firearm/Ammo Brands: Fourth Quarter — 2011 Category Handguns Rifles Shotguns HGAmmo RifleAmmo SGAmmo Oct.201 1 Brand Ruger Remington Mossberg Winchester Remington Winchester MS* 23% 1 8% 35% 21% 27% 32% Nov.201 1 Brand Ruger Remington Mossberg Winchester Remington Remington MS* 1 5% 1 6% 1 8% 20% 31% 27% Dec.201 1 Brand Ruger Remington Remington Winchester Remington Winchester MS* 1 9% 1 8% 26% 21% 27% 29% * arms (16.7%) and binocular brand (31.3%). Ruger was the top handgun brand (17.1%) in 2011. The complete listing of the top-selling brands is available on Shooting Industry’s website. Visit and click “Digital Bonus.” In the firearm and ammunition categories, the 2011 top-selling rankings are reflected in the final quarter of the year, with the exception of Mossberg, who achieved the standing in October and November. Particularly important are the sales in December, when the industry enjoyed record-setting sales, especially during and after Christmas. The 2011 top-selling listing is from a 239-page Southwick report, which details consumer behavior, including what products and brands are purchased, where they are bought, how much customers spend, and demographics of hunters and shooters by product category. Visit for more details. Ruger Goes For A Million-Plus A Don’t Miss Masters Early Bird Bonus K, you know you’re going to take part in this year’s Shooting Industry Masters, July 20-21, at the Rockcastle Shooting Center in central Kentucky. You’ve already selected most of your team, although you’re still dealing with two of them arguing over who will be the team captain — we know that. But you forgot to do the paperwork. To get the best deal, you need to do that now. April 20 is the deadline to take advantage of the Masters Early Bird Bonus. If you enter your team (with payment) by that date, you save on the entry fee and receive a free one-quarter page, four-color “Shooting Industry Masters Challenge Ad” in the June issue. • Early Bird Individual Entry Fee: $375 • After April 20, Individual Entry Fee: $425 • Early Bird Four-Person Team Entry Fee: $1,500 • After April 20, Four-Person Team Entry Fee: $1,750 But wait, there’s more! We also have a Sponsors Early Bird Bonus. Last year’s sponsors will have their fees held at the 2011 level if they renew their sponsorships for 2012. New sponsors can take advantage of an Early Bird Sponsorship for $3,000; after April 20: $3,500. All sponsors receive an added bonus: their Four-Person Team Entry Fee is only $1,250. Such a deal — along with all the fun of taking part in this industry-only shooting competition, while raising money for NSSF’s First Shots program. For more details, see page 60, or visit and click “Masters.” 9 strong sales performance in the fourth quarter of the year prompted Mike Fifer, Ruger CEO, to increase Ruger’s “Million Gun Challenge” to the “1.2 Million Gun Challenge.” Ruger sold 315,100 firearms during the quarter ending Dec. 31, and presented the NRA a check for $315,100 at this year’s SHOT Show. With one quarter to go, Ruger has donated $871,200 toward its Million Gun Challenge to Benefit the NRA. “With that achievement, I knew we needed a higher goal,” Fifer said. “I want to thank everyone who has purchased a Ruger as part of this challenge.” Ruger is in a full-court press to meet its goal. Fi Fifer has energized the company and the customer base to achieve this “chal “challenge,” and sets the example with his behind-the-counter efforts at gun shops during Ruger Days. If you’re attending the NRA gathering later this month, you’ll witness Fifer presenting a final check to the NRA, which will exceed the $1.2 million mark — count on it! APRIL 2012 O 62 Subscribe to SI DIGITAL

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