SI0816—Page 28

SI0816ATTRACTING EARLY T HUNTING SEASON CUSTOMERS quality ammo,” he said. “Winchester Blind Side is a popular brand for us, as well as Hevi-Shot Hevi-Metal. Those are our top two sellers.” Lock thinks hunters are spending more because they can — and because they value their recreational time. “They don’t mind spending a little extra money when they know it will enhance their experience,” he said. “Nothing frustrates me more than to spend money and take time off to go somewhere, and then have a piece of equipment not work. My time is more valuable than that.” Customers are willing to spend more money to make sure they have equipment that works when they need it, he said. By Carolee Anita Boyles he time leading up to hunting season can be a “Black Friday” of sorts for gun dealers. Hunters always want new stuff, and the last few weeks before the season starts can represent substantial income for prepared retailers. Chuck Lock is vice president of Mack’s Prairie Wings in Stuttgart, Ark. One of the biggest changes he’s seen in early hunting season sales is hunters are upscaling the types of archery tackle they’re purchasing. “The average ticket per bow sale is higher than what it’s been for the past several years,” he observed. “People don’t mind spending extra money to get the best. They’re buying Mathews and Obsession bows for deer hunting.” Lock is also seeing increasing sales in crossbows. “It’s the same picture there,” he said. “The average ticket on a crossbow has gone up. The number one brand for us is TenPoint.” On the other hand, according to Lock, muzzleloading is not as popular as it once was. “At one time, black powder was a big deal for us,” he noted. “It’s really not anymore; that part of the business has gone pretty flat.” When it comes to early waterfowl seasons, Lock has seen the quality of ammunition improve. “Customers are purchasing higher- STOCK THE RIGHT MIX OF PRODUCTS, AND LET THEM KNOW YOU HAVE IT Strong Sellers According to Lock, several product categories sell well at Mack’s Prairie Wings, including firearms. “We sell a lot of Benelli, Beretta, Browning and Winchester,” he said. “Most of our firearms business is in shotgun sales. We also have a full-line gunsmith who makes custom rifles, which sell very well.” The custom guns are sold as Spoon Custom Rifles, made by Matt Spoon. These are serious firearms, retailing for $2,400 and up. “The caliber that’s really popular is 6.5 Creedmoor,” Lock observed. “In the custom round market here, it’s probably 28 AUGUST 2016 Subscribe to SI DIGITAL www.shootingindustry.comPage 27Page 29

.