November is here, and so begins the all-out sprint to the new year. Content in the Nov. issue of Shooting Industry reveals how retailers can build specials and sales campaigns in time for seasonal shopping events like Black Friday, Small Business Saturday and Cyber Monday.

Retail expert Hank Yacek offers sales tips to end the year on a high note, including the vast utility of gift cards. “Gift cards serve a variety of functions: They’re an important avenue to finding new customers, building brand awareness, entrenching customer loyalty and improving cash flow,” he contends.

With inflation easing, high-end markets of luxury goods, including firearms, could rebound the quickest from buyers who are still willing to pay a premium. Peter Suciu explains further in “Selling To The High End.”

Gunsmith or armorer? Bryan Hendricks identifies the traits that define and separate the two, and why their individual skill sets provide different services to diverse clientele. Hiring the right one (or both) can have a lasting effect on a shop’s bottom line — and reputation.

Companies that both back up their products and take care of the retailers who sell those products are gems to be treasured. Carolee Anita Boyles’ “Supporting The Companies That Support Us” highlights retailer-praised businesses for their exceptional service.

Millions of first-time gun buyers swarmed stores across the country during “The Surge” of 2020–2022. SI Editor Jade Moldae evaluates the 2024 edition of the First-Time Gun Buyers report by the NSSF, with three key takeaways for dealers to consider in Industry Link.

FMG Digital Content Editor Ashley McGee outlines “7 Marketing Mistakes FFL Dealers Make” and ways to recognize, avoid and recover from them in the Best Practices column. What do women hunters want from a retailer? Nancy Keaton provides the top answers in guns, gear and customer service in the Arms & The Woman installment. Logic suggests an armed defender should wear something to defeat incoming fire in a violent encounter (i.e., body armor). Massad Ayoob makes a case for selling eye, ear and body protection in Personal Defense Market.

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