Industry Research Report: Firearm Consumer Personas & Evolution 2026 Edition
What factors influence firearm purchaser behavior? To help businesses understand their customers, NSSF and Southwick Associates have recently released the Firearm Consumer Personas & Evolution 2026 Edition.
Based on motivations to purchase a firearm, this study creates categories and provides personas for each unique segment. These segments together represent the entire U.S. consumer market for firearms from 2020 through mid-2025.
This publication is available to NSSF Members only.
Key Takeaways Include:
- Protection for themselves and others at-home and away-from-home are what motivates the average owner to purchase a firearm.
- Among average owners that maintain a firearm for protection purposes, more than 75% selected I want to rely on myself for protection, not others .
- And much more!