Click here to download the catalog as a PDF file. To view this site you need Adobe Flash Player and your browser must allow javaScripts. Go here to get the latest Flash Player. Lisa Parsons-Wraith Deer & Turkey Guns Top Sellers With Women hen it comes to the women’s market, there’s a lot of confusion about what women are buying and how they are spending their leisure time. To help the shooting industry get a handle on what women really want in regards to the outdoors, the National Wild Turkey Federation (NWTF) commissioned a study in 2005 of women from every state about their participation in outdoor activities. The study is full of information about why women participate in outdoor activities and the equipment they buy. Considering women make up 51 percent of the population and are estimated to control 80 percent of a household’s purchases, it makes sense to cater to this growing market. The NWTF survey consisted of six focus groups and 1,200 telephone surveys. Some of the women were current or former members of NWTF’s Women in the Outdoors — an introductory program that teaches women about outdoor sports, including shooting and hunting — and the rest were members of the general public. According to the study, 77 percent of women in the general public approve of legal hunting, and 95 percent said it is okay for women to hunt. More than 80 percent W of all the women surveyed said they prefer to hunt deer. Jim Appenzeller, owner of Jim’s Sports Heaven in Oconomowoc, Wis., has been in business for 52 years and his experience confirms the results of the study. “There are a lot more women hunting now,” Appenzeller said. “A lot of women are going into deer and turkey hunting.” One of the most popular calibers for deer hunting is the .243, Appenzeller said. “I sell, in .243, the Savage 11 and H&R’s single-shot .243,” he noted. “The nice thing about the .243 is its light recoil.” Savage’s Hunter Series Model 11 boltaction rifle is available with both wooden and synthetic stocks, and Appenzeller said many women prefer the youth model because of its lighter weight and smaller size. H&R’s single-shot Handi-Rifle comes in youth and adult sizes, with the youth model having a shorter overall length and a shorter length-of-pull. Appenzeller said most of his rifle sales include the purchase of a sling and scope, which adds to his bottom line. When it comes to turkey guns, Jim’s Sports Heaven does a brisk business in 12 gauges. “Women go for the big guns,” Appenzeller said. “They like the automatic guns with less recoil. We sell a lot of Remington 1187s and H&R’s Excell turkey gun — it’s one of my best sellers.” He said women like this gun because it’s lightweight and has light recoil. “The camo version is very popular and getting more popular every year,” he added. Appenzeller said women are still a small portion of his business, but he’s noticed a trend towards more women getting involved in the shooting sports. “Now, with the guys’ wives and daughters getting interested in shooting, it’s good for the sport,” Appenzeller said. “Every person who gets interested helps increase our profits.” The NWTF study discovered that women who participate in Women in the Outdoors often immediately purchase equipment, sometimes spending $1,000 or more. Current members spent an average of $500 on outdoor equipment, while former members spent $300, money that could be spent in your store. Another way to increase your bottom line is to make shooting a family affair. According to the study, the majority of the women surveyed participate in an outdoor activity because they are equally interested in the sport and spending time with family and friends. To draw in more lady shooters, offer group discounts on ammo and range time. If you have a range, offer a “Son or Daughter Shoots Free” range session or a “Bring a Friend” night. If you make it easy and fun for a woman to shoot, she’s more likely to stay with the sport and be a loyal customer. H&R’s Excell turkey gun in camo is a favorite of women because of its light weight and light recoil. A 20 Embrace The Internet for information about programs teaching outdoor skills. If you’ve been dragging your heels about creating a Web site for your store, now is the time to get moving. More and more people are turning to the Internet for information and it can be a valuable, timesaving marketing tool. Start by asking your customers for their e-mail addresses. The next time you have a special sale or event, you can email direct, targeted information to your customers with a minimum of time and expense. Once you compare the cost of www.shootingindustry.com final item uncovered by the study of interest to gun dealers is how women gather information about outdoor activities. Of the women surveyed, the majority got their information about outdoor activities and events from the newspaper, but considered the Internet the best method MARCH 2008