Firearm Consumer Personas & Evolution 2026 Edition
This study segments firearm purchasers based on their motivations to purchase a firearm and provides personas for each unique segment. These segments together represent the entire U.S. consumer market for firearms from 2020 through mid-2025. The report is FREE to members via the NSSF online store with your login credentials.
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Handgun Consumer Study 2025 Edition
NSSF Member Exclusive
NSSF’s 2025 Handgun Consumer Study seeks to identify and analyze the behaviors, attitudes, and characteristics of United States handgun consumers. Topics covered include motivations for purchase, brand loyalty, intended use, purchasing habits, and demographic information. This edition also includes a comparison to the 2011 Handgun Consumer Study. The comparison between the 2011 Handgun Consumer Study and the 2025 Handgun Consumer Study reveals significant shifts within the handgun market. Brand loyalty, usage motivations, and patterns of participation in shooting activities have diversified. This publication is available to NSSF Members only.
Suppressor Owner Study 2025 Edition
Demand for suppressors has increased in recent years. Insights regarding this market have been limited. To help better understand this market, the National Shooting Sports Foundation (NSSF) contracted Southwick Associates to profile the suppressor purchaser, their purchase journey, and satisfaction with the purchase process.
Ammunition Consumer Study 2025 Edition
An estimated 17.7 billion rounds of ammunition were sold in Fiscal Year 2024. Handgun ammunition accounted for the largest proportion of rounds at 46%, rifle at 38%, and shotshells at 16%. You can now dig deeper into ammunition consumer purchasing habits and their purchase journey with the NSSF Ammunition Consumer Study.
First-Time Gun Buyers Report 2024 Edition
This is a 54-page report based on a study of consumers that purchased their first firearm in 2021-2024. The study was conducted by InfoManiacs, Inc. to obtain current information regarding behaviors and interests in this segment of the firearm market and to determine differences in purchase motivations and behaviors between 2021 and 2024. The study showcases subsequent purchases, training, and habits of first-time gun buyers.
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