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Shooting Industry January 2012 Digital Edition - Page 114

Industry Industry watch Holiday Sales Set Pace For New Business Year Russ Thurman T he industry enters 2012 with impressive momentum, driven by continued strong sales and a boost from consumer holiday buying. During the Thanksgiving Day weekend, gun dealers took full advantage of consumer enthusiasm as they filed a record number of firearm background requests. According to the FBI, NICS processed the highest number of checks for a single day on Nov. 25, 2011. The Black Friday background checks numbered 129,166, a 32-percent increase over the previous high on Nov. 28, 2008. Manufacturers and dealers offered numerous “Great Deals” on websites, Facebook pages and in-store shopping. FNH “ The industry has much to be optimistic about in 2012. USA held its first-ever Black Friday/Cyber Monday sale in 2011. “We are excited to offer our loyal customers such a terrific opportunity to buy the FNH USA apparel and accessories they love so much at a discount on the busiest shopping days of the year,” said Jo Tarrant, FNH USA marketing director. reported a 25.4-percent increase on Cyber Monday sales activity over 2010. “The Wall Street Journal reported ” that Cyber Monday online sales were up approximately 18 percent from a year earlier, but we are happy to report that performed far better than average,” said Don Hall, COO. “We are confident this bodes very well for the purchase of new and used firearms and accessories by’s nearly two-million registered users for the balance of the year.” Fueled by growing sales, continued product innovations, rapid expansion of marketing and promotion using emerging media, and a vast consumer base that continues to embrace gun ownership, the industry has much to be optimistic about in 2012. Ruger Strengthens Its Standing M any companies posted solid business numbers in 2011; however, it’s not likely many of them were more impressive than those of Ruger. The company reported that sales for its third quarter, ending Oct. 1, 2011, were $80.5 million, a 38-percent increase over the same quarter in 2010. For the first nine months of 2011, Ruger’s sales increased 23.29 percent over the same period in 2010. “Demand for our products outpaced the growth in overall industry demand as measured by the NICS background checks (adjusted by the NSSF) for both the third quarter and the nine months ending Oct. 1, 2011. New products represented $26.2 million, or 33 percent of sales, in the third quarter of 2011, and $75 million, or 32 percent of sales, in the nine months ending October 1, 2011,” said Mike Fifer, Ruger CEO. Ruger captured headlines late last year when Forbes magazine moved the company up 52 spots on its list of “America’s 100 Best Small Companies.” Now ranked 21st, Ruger was listed 73rd, previously. The rankings are based on earnings growth, sales growth and return on equity in the past 12 months and over five years. “Last year’s top performers — Deckers Outdoor of UGGs boots fame, and gun maker Sturm, Ruger — saw their stocks double over the past 12 months,” wrote Kurt Badenhausen of Forbes. Ruger was the top U.S. firearms manufacturer, according to ATF data, in 2008 and 2009. While the ATF embargoes the production data for a year, the rankings are still of great interest to many in the industry. Will Ruger repeat its top standing in 2010? We’ll let you know when we know. abot Guns Co. presents its 2012 Show Girls, debuting at their SHOT Show booth, #1919. Note the style, elegance and dazzling craftsmanship of these crowd-stopping beauties! Yes, I like Cabot Guns’ approach to attracting buyers to their SHOT Show booth. Clever ad. But there’s more to Cabot Guns than a smart ad. Their 1911s radiate quality and the very best of made-inthe-USA engineering and craftsmanship. Cabot 1911s are machined from solid blocks of 4140 billet steel to within tolerances of 1/10,000 of an inch. All components are standardized to exact specifications — “clone technology,” as Cabot Guns calls it — and all parts are interchangeable without gunsmithing. If you’re attending the SHOT Show, stopping by the Cabot Guns booth, #1919, is a must — you don’t want to miss seeing the company’s classy Show Girls. You’ll also get to meet the company’s spokesman and ambassador Brian “Gunny” Zins. A retired Marine, Zins appeared on the History Channel’s second season of “Top Shot.” He also is a 10-time NRA Pistol Champion and holds more than 30 national shooting records. For more information, visit Continued on page 113 114 Classy Show Girls In Vegas C Subscribe to SI DIGITAL • NEW BUSINESS YEAR EXTRA 2012

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