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Shooting Industry September 2011 Digital Edition - Page 20
Lethal Lethal force Massad Ayoob The Women’s Market From An Expert Perspective o get a better handle on shotgunning class. It is discreet, fits selling handguns to womwomen’s dimensions, and is a lot en, Shooting Industry went more comfortable than the tradito top women firearm experts. tional strap on recoil shields sold to Gila Hayes has won state men. Also, unless you’re selling a championship pistol and shot.454 Casull, a woman doesn’t need gun matches against men. shooting gloves, and generally they “Women have long struggled will only hinder her in learning to with gear that was sized to fit operate her handgun. Ditto for people who are usually 20- to slip-on grip sleeves or oversized 25-percent taller, heavier and prorubbery grips. They only make it portionately stronger,” Hayes said. harder for small-handed shooters “If you’re stocking a store to attract to reach the trigger.” women shooters, look for 12-inch Kathy Jackson’s book, “The length-of-pull stocks, pistols with Cornered Cat,” (www.corneredcat. short backstrap-to-trigger dimencom) devotes a chapter, titled “Gun sions, and grip circumferences Store Miss Adventures,” to gun around which women can close Gila Hayes shows her championship-winning form with a 1911 shops from a woman customer’s their shorter-fingered hands. And pistol. “Sales of guns and related equipment to women hinge point of view. Jackson sums up provide equipment in realistic de- on two questions: Does it fit? Does it work reliably?” she says. nicely the retailer’s bottom line fense calibers, not .32 or .380!” perspective, quoting one of her Hayes offers advice on store made. No good can come of it.” readers, Cassandra. layout. Hayes’ advice to dealers also touches “Like each of the other women I talked “Don’t be in a hurry to set up a corner on accessory sales. to when writing this chapter, Cassandra of the gun cabinet for ‘women’s guns,’” “A lot of women have smaller, nar- says she has had both good and bad exHayes said. “I don’t believe firearms can rower faces than men,” she said. “Safety periences in gun stores, but she prefers be successfully categorized by customer glasses made for wider (male) faces fit to emphasize the good. ‘Some gun stores gender. It will only annoy the serious fe- horribly. If customers are shotgunners, just go out of their way to support women male self-defense gun buyer, and blind carry the PAST Hidden Comfort Recoil shooters. We should really reward that new gun owners to the hundreds of dif- Shield for women. It attaches beneath kind of good behavior.’ And on that, I ferent types, calibers and varieties of guns clothing, and works great for a multi-day think we can all agree!” Jackson writes. the fact that pink guns are selling. “Some women just like them,” said Terri Strayer, who covery maker seems to be offering something in pink for “the owns the Pro Arms Gun Shop in Live Oak, Fla., with her husfemale market.” This engenders strong, often negative, feel- band, Jon. “Women buying their first gun seem to be particularly ings among women who teach gun handling. drawn to them. Some men think if they buy a pink gun for their “I am not convinced that pink, or ‘pink-o-flage,’ is the sales wife, she’ll be more likely to warm up to the idea. It’s about what tool the industry seemed to the customer wants, not what hope it would be,” Hayes the store owner likes.” said. “I focused on that theme Several Ruger LCPs were with women I interviewed, on display with raspberryand at least half of the womcolored frames at ProArms, en I asked were offended alongside plain black LCPs, to think that just painting and Strayer reports both sell something pink would sell it well. to them. I remain convinced In a unique niche is the that sales of guns and related Julie Goloski signature model equipment to women hinge M&P 9mm from Smith & on two questions: Does it fit? These Julie Goloski M&P 9mm Smith & Wessons feature a touch of pink, Wesson. Named for a role Does it work reliably?” woman shooting symbolizing the fight against breast cancer. A percentage of each sale is model Yet, there’s no denying donated to breast cancer research. champion, the M&P’s pink T The Real Deal With Pink E 20 SEPTEMBER 2011 Subscribe to SI DIGITAL www.shootingindustry.com