Upload
others
View
10
Download
3
Embed Size (px)
Citation preview
CONFIDENTIAL Do not make any copies of this report or share any of the contents with anyone outside of your organization
without written permission from Southwick Associates, Inc.
Hunting and Shooting Participation & Equipment Purchases January & February 2015
SAMPLE
Results of the HunterSurvey.com and ShooterSurvey.com Online Consumer Panel Survey Produced by:
Southwick Associates, Inc. P.O. Box 6435 Fernandina Beach, FL 32035 904-277-9765 [email protected]
CONFIDENTIAL 2
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
TABLE OF CONTENTS Page Navigation By Category ........................................................................................................................ 3
Introduction and Methods ............................................................................................................................ 4
Improvements Made to Hunter/Shooter Survey in 2015 ......................................................................... 4
Response Summary ....................................................................................................................................... 6
Special Topic Results ..................................................................................................................................... 7
Map of Participation by State ....................................................................................................................... 8
Summary of Survey Respondents ................................................................................................................. 9
Hunting Activities ........................................................................................................................................ 11
Shooting Activities ...................................................................................................................................... 23
Hunting and Shooting Purchases ................................................................................................................ 33
Firearm Purchases ................................................................................................................................... 35
Ammunition Purchases ........................................................................................................................... 62
Black Powder Purchases ......................................................................................................................... 79
Archery and Bow Hunting Purchases ...................................................................................................... 92
Hand Loading Purchases ....................................................................................................................... 128
Optics Purchases ................................................................................................................................... 146
Hunting Apparel Purchases ................................................................................................................... 175
Hunting Gear and Supplies Purchases .................................................................................................. 199
Shooting Gear and Supplies Purchases ................................................................................................. 238
Firearm Storage and Cleaning Purchases ............................................................................................. 254
Firearm Parts & Accessories Purchases ................................................................................................ 262
Mean Amount Spent per Month on Hunting and Shooting Equipment ............................................... 302
APPENDIX A: Definitions of species hunted and store types .................................................................... 303
APPENDIX B: Items with standardized price ranges ................................................................................. 304
CONFIDENTIAL 3
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
PAGE NAVIGATION BY CATEGORY Click the hyperlinked category to jump directly to that section of this report. Firearms Rifles Handguns Muzzleloaders Air rifles/air guns Shotguns Ammunition Rifle ammunition Handgun ammunition Shotgun ammunition Air rifle/air gun pellets Archery/Bowhunting Quivers Peep sites Strings & accessories Nocks Stabilizers Sights Broadheads Bow Stands Bows Bow Cases Silencers Rests Targets Arm Guards Arrows Fletching Crossbows Releases and tabs Black Powder Solvent Patches Powder measure Flints Propellant/powder Primers Speed loader Cleaning supplies Bullets, balls and/or shot Breech plug or nipple
Handloading/Reloading Press Reloading tools Dies Reloading component (brass
shell cases, bullets, primers, powder, shotshell hulls or wads, shot)
Bullet mold Optics Laser Rangefinders
(Handheld) Lens Covers Binoculars Red dot/tactical magnifier Spotting scopes Reflex/red dot sights Boresighter Laser sights Scopes Night vision/thermal imaging Scope/Accessory mounts
(rings and bases) Hunting Apparel Boots Backpack/waist pack/duffle Undergarments or thermal
underwear Pants/Bibs/Overalls Head Gear Waders Hunting Socks Jackets/coats Vests Gloves Coveralls Shirts Hunting Gear and Supplies Lighting Tree stands, ladders, towers Blinds Food plot seed
Game coolers (specialized for meat/game)
GPS device Trail cameras/Game cameras Game feed Game calls Game feeder Game cleaning supplies Odor eliminator Decoys Lure scent Two-way radio Hunting knives/multitools Cover scent Shooting Gear and Supplies Benches and rests Ear protection Clays/clay pigeons Targets Shooting glasses Holsters/ammo belts Traps/target throwing Firearm Storage & Cleaning Gun safes Gun case or sleeve Gun cleaning Firearm Parts/Accessories Trigger assemblies/trigger
guards Barrels Recoil reduction Bolts/carriers/bolt parts Grips (pistol and forward)
and buttstocks Slings Bipod Lower/upper receiver Choke tubes Magazines Muzzle devices (suppressors) Caliber conversion kits Hand guard
CONFIDENTIAL 4
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
INTRODUCTION AND METHODS This report presents the results of the bi-monthly HunterSurvey.com© and ShooterSurvey.com© online consumer panel survey. This panel, composed of hunters and shooters across the U.S. who volunteer to participate, tracks hunter and shooter participation and purchases. Panelists are surveyed every other month and asked about their participation and equipment purchases during the prior two months. To overcome biases common to online surveys, the survey respondents are weighted to reflect the true population of U.S. hunters and shooters. The weighting process is conducted dynamically with each survey to reflect the general hunting and shooting population as accurately as possible. The process of our analytical procedures and sampling weights are continually being improved to better represent sportsmen nationwide. A note about statistical reliability. The tables in this report are based on responses from a nationwide sample of hunters and shooters who complete the surveys. As a result, the reported percentages in the tables are subject to sampling variability, often called the “margin of error”. This is typically presented as +/- some percentage to indicate the range of values that includes the true percentage in the total population of all hunters and shooters. Because the margin of error is determined by the reported percentage and the size of the sample on which it is based, the margin of error will be different for each table in the report. For that reason, “N=” is included at the bottom of each table to denote the sample size on which the table is based and as a general indication of statistical reliability. As a general rule, results based on a sample with fewer than 30 respondents should be viewed with caution because the margin of error can be sufficiently large that there are no real differences between the percentages in most categories in the table. This is most likely to occur with the monthly estimates where the sample sizes for some purchases are small. For tables with N=100, the margin of error can be +/-9.8%. For tables with N=500, the margin of error can be +/-4.4%. For tables with N=2,000, the margin of error can be +/-2.2%.
Improvements Made to Hunter/Shooter Survey in 2015 The survey tool and reports are continuously updated providing improvements or edits where needed to offer the best information available. Annually, brands are reviewed and questions are changed, such as adjusting price ranges for specific items. Every few years, however, the Hunter/Shooter Survey is rebuilt from scratch for several reasons: to enhance the survey experience for our participants, to improve data collection and management, to address overall changes in the market, and to provide the NEW information our report subscribers are seeking. The 2015 rebuild was extensive and an overall success! The survey tool is generally the same where the panel is asked about bimonthly hunting and shooting activities and details about equipment purchases for those activities (brand, cost, store… and more). A few of the changes are spelled out in this section to make our subscribers aware of these improvements and how they differ from reports in years past. Asking number of days hunted by species and equipment by species In the past, panelists were asked the number of days they spent hunting each species with each type of equipment. This was a cumbersome question for respondents with results that were difficult to interpret in our reports. Splitting this question into two parts for each species hunted, clarified “days of participation” and for “equipment used to hunt each species” is presented.
CONFIDENTIAL 5
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Simplifying report tables The “species hunted” table and all “stores” tables have been reduced to concise lists within the report. For clarification and to see how these items are presented to panelists in the, please see Appendix A. Reporting items purchased rather than purchasers of items N-values for item tables (brand, price, store, etc.) in the Hunting and Shooting Purchases section are now reporting the number of items purchased as opposed to the number of respondents who purchased those items (example here). The survey asks for panelists to report up to three purchases for each item. Section demographics and the list of types of items purchased in that section (examples here and here) still report the number of purchasers. The N-values are labeled in each table to indicate whether the N-value is number of purchasers or items purchased. The market share for these tables has always represented up to three purchased items. Redefining and adding product categories The product categories have been reorganized to enable the panelist to more easily locate their purchases and for the report to have clearly defined sections. Many firearm parts and accessories have been added, the organization of apparel items has been changed, and gun cleaning and storage items have been removed from the shooting section. An updated organization structure of the survey is outlined in the Page Navigation by Category section above.
New and Used Firearms In the past, firearm store tables included an option of “Used (from individual).” Used firearms purchased in pawn shops, on websites, at gun shows and in other places were not captured as used. A new question (and associated table) has been included for each firearm type to label a firearm as new/used in addition to where the firearm was purchased. Price Range Updates Many of the price ranges have been updated to either reflect a need for additional granularity, or higher prices in the price range, or to standardize the ranges to a $X.00 - $X.99 format. The 2014 price ranges may not be presented if the categories do not align with the new price ranges. This is indicated on a per-item basis. When available, the average amount spent is still reported. The average amount spent is calculated using the midpoint of available price ranges. The difference of one or two cents in a price range would not drastically change which option a panelist would select. For those tables whose price range was only edited for standardization, we have presented the previous year’s data. See Appendix B for the list of items that had this type of price adjustment. Primary purpose of purchase Panelists are now asked their primary intended purpose of purchase for many of the items in the survey, including firearms, ammunition, and optics. Previously, the purpose of all the purchases made in a bi-monthly period was reported. This item-specific information provides more meaningful information. Market Share by Quantity Purchased The quantity of items purchased has been asked in the survey for some time; however, the structure of the data did not allow the quantity to be used for the weighting of market share. The database has been reconfigured, enabling the use of quantity reported to effectively weight the market share estimates by units purchased. For example, the market share for rifle ammunition in previous reports would be interpreted as “Brand A represents X% of rifle ammunition purchases.” The market share for rifle ammunition is now interpreted as “Brand A represents X% of rifle ammunition boxes purchased.”
CONFIDENTIAL 6
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
The previous reporting of market share of purchases by quantity is still presented to give the reader an idea of the number of items being purchased, but the remainder of the tables for that item are then presented as market share by the given unit (often boxes, but not always). 2014 market shares have been recalculated in this manner as well to provide a comparison. Note that the quantity options given for ammunition in 2014 went to “5 or more” boxes, while 2015 asks up to “more than 1 case”. The 2014 quantities were used to weight the market share by units with the information gathered at the time; however, due to the change in quantities allowed in the survey, caution should be used when comparing 2014 and 2015 results. The items that are weighted to present an estimated market share by unit are as follows:
Rifle ammunition, shotgun ammunition, handgun ammunition, air rifle ammunition, reloading powder, and clays/clay pigeon market shares are estimated by box.
Trail camera market shares are estimated by individual camera.
Arrow market shares are estimated by individual arrow.
RESPONSE SUMMARY
Survey Statistics
Number of Observations (completed surveys)
Number of Usable Observations
C.I. = +/- 3.0 percentage points at the 95% confidence level
CONFIDENTIAL 7
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
SPECIAL TOPIC RESULTS The results of the bi-monthly general interest and conservation questions are presented below. These questions vary each survey and cover topics of trends, special interest, current legal, environmental, or conservation issues. Did you shoot an air rifle in the last 12 months?
Jan-Feb 2015
Jan-Feb 2014
Yes
No
Total
Number of respondents
Did you purchase or attempt to purchase .22 caliber ammunition in the last 12 months?
Jan-Feb 2015
Yes, I purchased all of the .22 caliber ammunition I needed in the last 12 months
Yes, I purchased .22 caliber ammunition, but I would have purchased more if it had been available
No, I didn’t purchase .22 caliber ammunition in the last 12 months because it wasn’t available
No, I did not purchase or try to purchase .22 caliber ammunition in the last 12 months
Number of respondents
If you had been able to purchase all of the .22 caliber ammunition you attempted but failed to purchase, would that have changed the amount you shot air rifle in the last 12 months? [This question was shown if
Did you shoot an air rifle in the last 12 months?" = "Yes" AND "Did you purchase or attempt to purchase .22 caliber ammunition in the last 12 months?" is one of the following answers "Yes, I purchased .22 caliber ammunition, but I would have purchased more if it had been available." or "No, I didn't purchase .22 caliber ammunition in the last 12 months because it wasn't available."]
Jan-Feb 2015
No, I would have shot air rifle the same amount regardless of my ability to purchase more .22 caliber ammo
Yes, I would probably have shot less air rifle if I had been able to purchase all of the .22 caliber ammo I wanted to buy
I probably would not have shot any air rifle if I had been able to purchase the .22 caliber ammo I wanted to buy
Other
Number of respondents
CONFIDENTIAL 8
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
MAP OF PARTICIPATION BY STATE
CONFIDENTIAL 9
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
SUMMARY OF SURVEY RESPONDENTS
Age of Respondent Jan-Feb
2015 Jan-Feb
2014
18 to 24
25 to 34
35 to 44
45 to 54
55 to 64
65 and older
Gender of Respondent
Male
Female
Household Income
Under $10,000
$10,000 to $19,999
$20,000 to $29,999
$30,000 to $39,999
$40,000 to $49,999
$50,000 to $74,999
$75,000 to $99,999
$100,000 to $149,999
$150,000 to $199,999
$200,000 or more
Education Level
11 Years or Less
12 Years
1-3 Years of College
4 Years of College or More
I prefer not to say
Number of respondents
CONFIDENTIAL 10
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
*Number of days typically hunted in a year
Jan-Feb 2015
Jan-Feb 2014
I don’t typically hunt
1-5 days
6-10 days
11-20 days
21-35 days
36-50 days
More than 50 days
Number of respondents
*New table added in 2015 *Number of days typically shot in a year
Jan-Feb 2015
Jan-Feb 2014
I don’t typically shoot
1-5 days
6-10 days
11-20 days
21-35 days
36-50 days
More than 50 days
Number of respondents
*New table added in 2015 *Previous or current military experience
Jan-Feb
2015 Jan-Feb
2014
I have no military experience
I am currently enlisted in active military or as a reservist
I was formerly enlisted, but I am no longer enlisted
Number of respondents
*New table added in 2015 *Previous or current law enforcement experience
Jan-Feb
2015 Jan-Feb
2014
I have no law enforcement experience
I am currently in a law enforcement position
I was previously in a law enforcement position
Number of respondents
*New table added in 2015
CONFIDENTIAL 11
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
HUNTING ACTIVITIES
Of those who hunted, whitetail deer was the most sought game with 43.9% of hunters.
About one in ten hunters hunt out of state.
Did you hunt in the past two months? (of all respondents)
Jan-Feb
2015 Jan-Feb
2014
Yes
No
Number of respondents
CONFIDENTIAL 12
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Species sought in the past two months by respondents who hunted. (See species groups defined here)
Jan-Feb
2015 Jan-Feb
2014
Whitetail deer
Mule deer, Blacktail, Sitka
North American non-native deer
Elk
Antelope
Bison/Buffalo
Moose
Caribou
Sheep, goat
Bear
Turkey
Alligator
Hog
Waterfowl
Small game
Dove
Upland game birds
Predator/predator calling
Varmint/Furbearers
African game
Any other game
Number of respondents
CONFIDENTIAL 13
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Did you hunt outside of your home state last two months?
Jan-Feb
2015 Jan-Feb
2014
Yes
No
Number of respondents
Of those who hunted WHITETAIL DEER:
Number of days spent hunting Jan-Feb
2015 Jan-Feb
2014
1-5 days
6-15 days
16-25 days
26-35 days
over 35 days
Number of respondents
Methods used for hunting
Rifle
Shotgun
Muzzleloader/black powder
Bow
Handgun
Crossbow
Other
Number of respondents
Of those who hunted BLACKTAIL, SITKA OR MULE DEER:
Number of days spent hunting Jan-Feb
2015 Jan-Feb
2014
1-5 days
6-15 days
16-25 days
26-35 days
over 35 days
Number of respondents
Methods used for hunting
Rifle
Shotgun
Muzzleloader/black powder
Bow
Handgun
Crossbow
Other
Number of respondents
CONFIDENTIAL 14
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Of those who hunted AXIS DEER:
Number of days spent hunting Jan-Feb
2015 Jan-Feb
2014
1-5 days
6-15 days
16-25 days
26-35 days
over 35 days
Number of respondents
Methods used for hunting
Rifle
Shotgun
Muzzleloader/black powder
Bow
Handgun
Crossbow
Other
Number of respondents
Of those who hunted ELK:
Number of days spent hunting Jan-Feb
2015 Jan-Feb
2014
1-5 days
6-15 days
16-25 days
26-35 days
over 35 days
Number of respondents
Methods used for hunting
Rifle
Shotgun
Muzzleloader/black powder
Bow
Handgun
Crossbow
Other
Number of respondents
CONFIDENTIAL 15
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Of those who hunted ANTELOPE:
Number of days spent hunting Jan-Feb
2015 Jan-Feb
2014
1-5 days
6-15 days
16-25 days
26-35 days
over 35 days
Number of respondents
Methods used for hunting
Rifle
Shotgun
Muzzleloader/black powder
Bow
Handgun
Crossbow
Other
Number of respondents
Of those who hunted CARIBOU:
Number of days spent hunting Jan-Feb
2015 Jan-Feb
2014
1-5 days
6-15 days
16-25 days
26-35 days
over 35 days
Number of respondents
Methods used for hunting
Rifle
Shotgun
Muzzleloader/black powder
Bow
Handgun
Crossbow
Other
Number of respondents
CONFIDENTIAL 16
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Of those who hunted MOOSE:
Number of days spent hunting Jan-Feb
2015 Jan-Feb
2014
1-5 days
6-15 days
16-25 days
26-35 days
over 35 days
Number of respondents
Methods used for hunting
Rifle
Shotgun
Muzzleloader/black powder
Bow
Handgun
Crossbow
Other
Number of respondents
Of those who hunted TURKEY:
Number of days spent hunting Jan-Feb
2015 Jan-Feb
2014
1-5 days
6-15 days
16-25 days
26-35 days
over 35 days
Number of respondents
Methods used for hunting
Rifle
Shotgun
Muzzleloader/black powder
Bow
Handgun
Crossbow
Other
Number of respondents
CONFIDENTIAL 17
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Of those who hunted WATERFOWL:
Number of days spent hunting Jan-Feb
2015 Jan-Feb
2014
1-5 days
6-15 days
16-25 days
26-35 days
over 35 days
Number of respondents
Of those who hunted SMALL GAME:
Number of days spent hunting Jan-Feb
2015 Jan-Feb
2014
1-5 days
6-15 days
16-25 days
26-35 days
over 35 days
Number of respondents
Methods used for hunting
Rifle
Shotgun
Muzzleloader/black powder
Bow
Handgun
Crossbow
Other
Number of respondents
CONFIDENTIAL 18
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Of those who hunted DOVE:
Number of days spent hunting Jan-Feb
2015 Jan-Feb
2014
1-5 days
6-15 days
16-25 days
26-35 days
over 35 days
Number of respondents
Methods used for hunting
Rifle
Shotgun
Muzzleloader/black powder
Bow
Handgun
Crossbow
Other
Number of respondents
Of those who hunted UPLAND GAME BIRDS (including CROW):
Number of days spent hunting Jan-Feb
2015 Jan-Feb
2014
1-5 days
6-15 days
16-25 days
26-35 days
over 35 days
Number of respondents
Methods used for hunting
Rifle
Shotgun
Muzzleloader/black powder
Bow
Handgun
Crossbow
Other
Number of respondents
CONFIDENTIAL 19
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Of those who hunted or called PREDATORS:
Number of days spent hunting Jan-Feb
2015 Jan-Feb
2014
1-5 days
6-15 days
16-25 days
26-35 days
over 35 days
Number of respondents
Methods used for hunting
Rifle
Shotgun
Muzzleloader/black powder
Bow
Handgun
Crossbow
Other
Number of respondents
Of those who hunted VARMINTS:
Number of days spent hunting Jan-Feb
2015 Jan-Feb
2014
1-5 days
6-15 days
16-25 days
26-35 days
over 35 days
Number of respondents
Methods used for hunting
Rifle
Shotgun
Muzzleloader/black powder
Bow
Handgun
Crossbow
Other
Number of respondents
CONFIDENTIAL 20
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Of those who hunted HOG:
Number of days spent hunting Jan-Feb
2015 Jan-Feb
2014
1-5 days
6-15 days
16-25 days
26-35 days
over 35 days
Number of respondents
Methods used for hunting
Rifle
Shotgun
Muzzleloader/black powder
Bow
Handgun
Crossbow
Other
Number of respondents
Of those who hunted BEAR:
Number of days spent hunting Jan-Feb
2015 Jan-Feb
2014
1-5 days
6-15 days
16-25 days
26-35 days
over 35 days
Number of respondents
Methods used for hunting
Rifle
Shotgun
Muzzleloader/black powder
Bow
Handgun
Crossbow
Other
Number of respondents
CONFIDENTIAL 21
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Of those who hunted ALLIGATOR:
Number of days spent hunting Jan-Feb
2015 Jan-Feb
2014
1-5 days
6-15 days
16-25 days
26-35 days
over 35 days
Number of respondents
Methods used for hunting
Rifle
Shotgun
Muzzleloader/black powder
Bow
Handgun
Crossbow
Other
Number of respondents
Of those who hunted SHEEP or GOAT:
Number of days spent hunting Jan-Feb
2015 Jan-Feb
2014
1-5 days
6-15 days
16-25 days
26-35 days
over 35 days
Number of respondents
Methods used for hunting
Rifle
Shotgun
Muzzleloader/black powder
Bow
Handgun
Crossbow
Other
Number of respondents
CONFIDENTIAL 22
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Of those who hunted AFRICAN GAME:
Number of days spent hunting Jan-Feb
2015 Jan-Feb
2014
1-5 days
6-15 days
16-25 days
26-35 days
over 35 days
Number of respondents
Methods used for hunting
Rifle
Shotgun
Muzzleloader/black powder
Bow
Handgun
Crossbow
Other
Number of respondents
Of those who hunted BISON/BUFFALO:
Number of days spent hunting Jan-Feb
2015 Jan-Feb
2014
1-5 days
6-15 days
16-25 days
26-35 days
over 35 days
Number of respondents
Methods used for hunting
Rifle
Shotgun
Muzzleloader/black powder
Bow
Handgun
Crossbow
Other
Number of respondents
CONFIDENTIAL 23
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
SHOOTING ACTIVITIES
X and X are the most popular firearms to shoot, X that of X.
X of those who shot at a range incurred access fee. Less than X% had X expenses during this survey period.
More than X of respondents have at least X CCW permit, and X% of respondents hold X
CCW permits.
X percent of rifle shooters went plinking, X% of rifle shooters sighted-in a rifle.
Nearly X (X%) of rifle shooters used X rifles.
X, X, X, X, and Xshooting are all equally popular activities with around X of shotgun shooters participating in each. Informal is most popular, with X% of all shotgun shooters.
Almost X% of Xshooters went plinking or informal shooting.
Just over one in X shooters competitively shoot.
Most shooting took place X.
Did you go shooting in the last two months (not including hunting)?
Jan-Feb
2015 Jan-Feb
2014
Yes
No
Number of respondents
CONFIDENTIAL 24
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
With which equipment did you shoot in the last two months?
Jan-Feb
2015 Jan-Feb
2014
Rifle (plinking, benchrest, tactical, cowboy, etc)
Handgun (plinking, silhouette, tactical, benchrest, cowboy, etc)
Bow or Archery
Air rifle
Shotgun
Crossbow
Muzzleloader
Other
Number of respondents
CONFIDENTIAL 25
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Did you shoot at a range?
Jan-Feb
2015 Jan-Feb
2014
Yes
No
Number of respondents
CONFIDENTIAL 26
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Of those that went shooting at a RANGE, the range-related expenses incurred in the last two months:
Jan-Feb
2015 Jan-Feb
2014
Access fees (including costs per target thrown or range-provided paper targets, hourly fees, but not membership dues)
Ammunition
Annual or monthly membership dues
Instructor fees
I did not have any expenses
Number of respondents
*New option added in 2015 How much did you pay in access fees (including costs per target thrown or range-provided paper targets, hourly fees, but not membership dues) in the last two months?
Jan-Feb
2015 Jan-Feb
2014
$10-$20
up to $30
up to $40
up to $50
up to $75
up to $100
$100 to $200
over $200
Number of respondents
What was the approximate cost of the ammunition you purchased to shoot at the range in the last 2 months?
Jan-Feb
2015 Jan-Feb
2014
$0-$10
$10-$20
$20-$40
$40-$60
$60-$80
$80-$100
$100-$200
Over $200
Not sure
Number of respondents
*New table added in 2015
CONFIDENTIAL 27
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
How much did you pay in annual or monthly membership dues in the last two months?
Jan-Feb
2015 Jan-Feb
2014
under $10
$10-$20
up to $30
up to $40
up to $50
up to $75
up to $100
$100 to $200
over $200
Number of respondents
How much did you pay in instructor fees in the last two months?
Jan-Feb
2015 Jan-Feb
2014
under $25
up to $50
up to $75
up to $100
up to $250
up to $500
over $500
Number of respondents
Monthly average number of days of shooting
Jan-Feb 2015 Jan-Feb 2014
Mean Valid N Mean Valid N
Air Rifles
Archery
Handgun
Rifle
Shotgun
CONFIDENTIAL 28
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Type of RIFLE SHOOTING by respondents who went shooting
Jan-Feb
2015 Jan-Feb
2014
3 Gun
Benchrest
NRA high power
Load Testing/Development
Long range
Tactical
Schuetzen
Silhouette rimfire
Silhouette high power
Silhouette black powder
Steel Challenge
Cowboy action
Sighting-in rifle
Plinking or informal target shooting
Teaching/Informative
Three (3) position
Training (Military, Defense, Law Enforcement)
Other
Number of respondents
*New options added in 2015 Distance shot when RIFLE SHOOTING
Jan-Feb
2015 Jan-Feb
2014
Less than 100 yards
100-199 yards
200-299 yards
300-399 yards
400-499 yards
500-749 yards
750-999 yards
1000-1999 yards
2000 or more yards
Number of respondents
CONFIDENTIAL 29
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Type of rifle used for long range RIFLE SHOOTING
Jan-Feb
2015 Jan-Feb
2014
AR style/Modern Sporting Rifle
Bolt action
Semi-auto
Lever Action
Single Shot
Other
Number of respondents
*Where RIFLE SHOOTING took place
Jan-Feb 2015
Jan-Feb 2014
Indoors
Outdoors
Number of respondents
*New table added in 2015
CONFIDENTIAL 30
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Type of SHOTGUN SHOOTING by respondents who went shooting
Jan-Feb
2015 Jan-Feb
2014
3 Gun
5 Stand
Cowboy Action
Dog training
Informal (backyard, testing)
Pattern shotgun
Sighting-In
Skeet
Sporting clays
Teaching/Informative
Test reload
Training (Military, Defense, Law Enforcement)
Trap
Wobble Trap
Other
Number of respondents
*New options added in 2015 *Where SHOTGUN SHOOTING took place
Jan-Feb 2015
Indoors
Outdoors
Number of respondents
*New table added in 2015
CONFIDENTIAL 31
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Type of HANDGUN SHOOTING by respondents who went shooting
Jan-Feb
2015 Jan-Feb
2014
3 Gun
Bowling pin
Bullseye
IDPA
IPSC
Silhouette rimfire
Silhouette high power
Cowboy action
Load Testing/Development
Plinking or informal target shooting
Sighting-in
Steel Challenge
Teaching/Informative
Testing (Ammo & firearm)
Training (Military, Defense, Law Enforcement)
Other
Number of respondents
*New options added in 2015 *Where HANDGUN SHOOTING took place
Jan-Feb 2015
Indoors
Outdoors
Number of respondents
*New table added in 2015 *Where ARCHERY SHOOTING took place
Jan-Feb 2015
Indoors
Outdoors
Number of respondents
*New table added in 2015
CONFIDENTIAL 32
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Was any of your shooting competitive?
Jan-Feb
2015 Jan-Feb
2014
Yes
No
Number of respondents
What type of competitive shooting were you involved in in the last two months?
Jan-Feb
2015 Jan-Feb
2014
ATA
Archery
Club/league
CMP
Family or friends
GSSF
IDPA
IHMSA
IPSC-USPSA
Law enforcement related
NMLRA
NRA sanctioned events
NSSA
NSCA
PITA
SASS
Other
Number of respondents
Do you currently hold a CCW permit?
Jan-Feb
2015 Jan-Feb
2014
Yes, I have one
Yes, I have more than one (multiple states)
No
Number of respondents
*In 2015, we began asking this question of all respondents, not just handgun purchasers as we had in the past.
CONFIDENTIAL 33
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
HUNTING AND SHOOTING PURCHASES
X (X%) of respondents purchased hunting or shooting items in January or February this year.
X of respondents purchased ammunition.
Did you purchase a hunting or shooting item in the past two months?
Jan-Feb
2015 Jan-Feb
2014
Yes
No
Total
CONFIDENTIAL 34
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Hunting and shooting equipment purchased
Jan-Feb
2015 Jan-Feb
2014
Firearms
Ammunition
Archery/Bowhunting
Blackpowder
Optics
Handloading/Reloading
Apparel
Hunting Gear & Supplies
Shooting Gear & Supplies
Firearm Parts/Accessories
Firearm Storage & Cleaning
Number of purchasers
CONFIDENTIAL 35
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Firearm Purchases
Firearm purchasers were more than X as likely to purchase X (X%) and X (X%) than X (X%)
X% of all rifles purchased were X rifles.
X cal and X cal are the most popular rifle calibers.
X, X, and X were the top rifle brands purchased this period.
X of X rifles purchased were Xs.
Less than X% of traditional rifles were purchased with X as the primary purpose, while nearly X% of MSRs were purchased for the primary purpose of X.
X (X%) and X (X%) shotguns are the most popular.
X of all shotguns purchased were intended to be used primarily for X.
X is the most frequently intended primary use of handguns.
Age of Respondent Jan-Feb
2015 Jan-Feb
2014
18 to 24
25 to 34
35 to 44
45 to 54
55 to 64
65 and older
Gender of Respondent
Male
Female
Household Income
Under $10,000
$10,000 to $19,999
$20,000 to $29,999
$30,000 to $39,999
$40,000 to $49,999
$50,000 to $74,999
$75,000 to $99,999
$100,000 to $149,999
$150,000 to $199,999
$200,000 or more
Education Level
11 Years or Less
12 Years
1-3 Years of College
4 Years of College or More
I prefer not to say
Number of respondents
CONFIDENTIAL 36
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
FIREARMS survey respondents reported buying:
Jan-Feb
2015 Jan-Feb
2014
Rifles
Shotguns
Muzzleloaders
Handguns
Air rifles/air guns
Number of respondents
CONFIDENTIAL 37
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
What type of rifles(s) did you purchase?
Jan-Feb
2015 Jan-Feb
2014
Traditional, non-MSR rifle
MSR rifle
Number of purchases reported
CONFIDENTIAL 38
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Type of TRADITIONAL RIFLES purchased
Jan-Feb
2015 Jan-Feb
2014
Bolt action
Lever action
Semi-automatic
Break action
Other
Not sure
Number of purchases reported
Fire type of Traditional Rifles purchased
Jan-Feb
2015 Jan-Feb
2014
Centerfire
Rimfire
Number of purchases reported
CONFIDENTIAL 39
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Caliber of TRADITIONAL RIFLES purchased
Jan-Feb
2015 Jan-Feb
2014
17 cal
204 Ruger
22 cal
22-250 cal
223 cal
243 cal
270 Winchester
270 WSM
30 Carbine
30-06 Springfield
30-30 cal
300 Rem Magnum
300 Rem Ultra Magnum
300 Savage
300 WSM
300 Weatherby Magnum
300 Win Mag
303 British
308 cal
32 Win Special
35 Remington
375 H&H Magnum
44 Rem
7 mm Mauser
7mm Remington Mag
7 mm-08
7 62x39 Soviet
8 mm Mauser
Not sure
Other
Number of purchases reported
*Rifle data were not collected in Jan-Feb 2014
CONFIDENTIAL 40
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Brand of TRADITIONAL RIFLES purchased
Jan-Feb
2015 Jan-Feb
2014
Armalite
Arsenal
Beretta
Browning
Bushmaster
Century
Christensen Arms
Colt
Crickett
CVA
CZ-USA
Double Star
DPMS
Enfield
FNH
H&R
Heckler & Koch (H&K)
Henry
Hi-Point
Howa
Interarms
Ithaca
IWI
Kel Tec
Kimber
Marlin
Mauser
Mossberg
Nornico
Noveske
Olympic Arms
Palmetto State Armory
Remington
Rock River Arms
Rossi
Ruger/Sturm Ruger
Saiga
Sako
Savage
Sig Sauer
SKS
Smith & Wesson
CONFIDENTIAL 41
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Spikes Tactical
Springfield Armory
Stag
Stevens
Steyr
Taurus
Thompson Center
Tikka
Uberti
Weatherby
Other
Not sure
Number of purchases reported
*Rifle data were not collected in Jan-Feb 2014 Cost of TRADITIONAL RIFLES purchased
Jan-Feb
2015 Jan-Feb
2014
$0 - $99.99
$100.00 - $199.99
$200.00 - $299.99
$300.00 - $399.99
$400.00 - $499.99
$500.00 - $599.99
$600.00 - $699.99
$700.00 - $799.99
$800.00 - $899.99
$900.00 - $999.99
$1,000.00 - $1,999.99
$2,000.00 - $4,999.99
$5,000.00 - $9,999.99
$10,000.00 or more
Not sure
Number of purchases reported
Avg. price of Traditional Rifles
*Rifle data were not collected in Jan-Feb 2014
CONFIDENTIAL 42
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Type of store where TRADITIONAL RIFLES are purchased
Jan-Feb
2015 Jan-Feb
2014
Farm/Ranch Stores
General Sporting Goods
Gun shows or expos
Local shop
Mass Merchant
Outdoor Specialty Store
Printed Catalog
Website
Other
Not sure
Number of purchases reported
**In 2015, the ‘Used’ option was changed to another question for firearms. See Methods section on New and Used Firearms for more information. **Rifle data were not collected in Jan-Feb 2014 Primary purpose of TRADITIONAL RIFLES purchased
Jan-Feb
2015 Jan-Feb
2014
Hunting
Casual shooting
Competitive shooting
Self-defense
Collecting
Gift
Other
Number of purchases reported
*Rifle data were not collected in Jan-Feb 2014 *Percent of TRADITIONAL RIFLES purchased new or used
Jan-Feb
2015
New
Used
Number of purchases reported
*New table added in 2015
CONFIDENTIAL 43
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Type of MSR RIFLES purchased
Jan-Feb
2015 Jan-Feb
2014
AR
AK
SKS
Other
Not sure
Number of purchases reported
*Rifle data were not collected in Jan-Feb 2014
CONFIDENTIAL 44
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Caliber of MSR RIFLES purchased
Jan-Feb
2015 Jan-Feb
2014
17 cal
204 Ruger
22 cal
22-250 cal
223 cal
243 cal
270 Winchester
270 WSM
30 Carbine
30-06 Springfield
30-30 cal
300 Rem Magnum
300 Rem Ultra Magnum
300 Savage
300 WSM
300 Weatherby Magnum
300 Win Mag
303 British
308 cal
32 Win Special
35 Remington
375 H&H Magnum
44 Rem
7 mm Mauser
7mm Remington Mag
7 mm-08
7 62x39 Soviet
8 mm Mauser
Not sure
Other
Number of purchases reported
*Rifle data were not collected in Jan-Feb 2014
CONFIDENTIAL 45
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Brand of MSR RIFLES purchased
Jan-Feb
2015 Jan-Feb
2014
Armalite
Arsenal
Beretta
Browning
Bushmaster
Century
Christensen Arms
Colt
Crickett
Custom
CVA
CZ-USA
Double Star
DPMS
Enfield
FNH
H&R
Heckler & Koch (H&K)
Henry
Hi-Point
Howa
Interarms
Ithaca
IWI
Kel Tec
Kimber
Marlin
Mauser
Mossberg
Nornico
Noveske
Olympic Arms
Palmetto State Armory
Remington
Rock River Arms
Rossi
Ruger/Sturm Ruger
Saiga
Sako
Savage
Sig Sauer
SKS
CONFIDENTIAL 46
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Smith & Wesson
Spikes Tactical
Springfield Armory
Stag
Stevens
Steyr
Taurus
Thompson Center
Tikka
Uberti
Weatherby
Winchester
Windham Weaponry
Other
Not sure
Number of purchases reported
*Rifle data were not collected in Jan-Feb 2014 Cost of MSR RIFLES purchased
Jan-Feb
2015 Jan-Feb
2014
$0 - $99.99
$100.00 - $199.99
$200.00 - $299.99
$300.00 - $399.99
$400.00 - $499.99
$500.00 - $599.99
$600.00 - $699.99
$700.00 - $799.99
$800.00 - $899.99
$900.00 - $999.99
$1,000.00 - $1,999.99
$2,000.00 - $4,999.99
$5,000.00 - $9,999.99
$10,000.00 or more
Not sure
Number of purchases reported
Avg. price of MSR Rifles
*Rifle data were not collected in Jan-Feb 2014
CONFIDENTIAL 47
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Type of store where MSR RIFLES are purchased
Jan-Feb
2015 Jan-Feb
2014
Farm/Ranch Stores
General Sporting Goods
Gun shows or expos
Local shop
Mass Merchant
Outdoor Specialty Store
Printed Catalog
Website
Other
Not sure
Number of purchases reported
*In 2015, the ‘Used’ option was changed to another question for firearms. See Methods section on New and Used Firearms for more information. **Rifle data were not collected in Jan-Feb 2014 Primary purpose of MSR RIFLES purchased
Jan-Feb
2015 Jan-Feb
2014
Hunting
Casual shooting
Competitive shooting
Self-defense
Collecting
Gift
Other
Number of purchases reported
*Rifle data were not collected in Jan-Feb 2014 *Percent of MSR RIFLES purchased new or used
Jan-Feb
2015 Jan-Feb
2014
New
Used
Number of purchases reported
*New table added in 2015
CONFIDENTIAL 48
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Type of SHOTGUNS purchased
Jan-Feb
2015 Jan-Feb
2014
Pump action
Semi-automatic
Over/under
Side by side
Single shot
Other
Not sure
Number of purchases reported
Gauge of SHOTGUNS purchased
Jan-Feb
2015 Jan-Feb
2014
12 gauge
16 gauge
20 gauge
28 gauge
410 gauge
Other
Not sure
Number of purchases reported
CONFIDENTIAL 49
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Brand of SHOTGUNS purchased
Jan-Feb
2015 Jan-Feb
2014
Baikal
Benelli
Beretta
Browning
Charles Daily
CZ-USA
Fox
Franchi
H&R
High Standard
Ithica
Iver Johnson
J Stevens
JC Higgins
Krieghoff
Marlin
Mossberg (Maverick)
Perazzi
Remington
Rossi
Ruger/Sturm Ruger
Saiga
Savage (Stevens)
Smith & Wesson
Stoeger
Tristar
Weatherby
Winchester
Yildiz
Other
Not sure
Number of purchases reported
CONFIDENTIAL 50
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Cost of SHOTGUNS purchased
Jan-Feb
2015 Jan-Feb
2014
$0 - $99.99
$100.00 - $199.99
$200.00 - $299.99
$300.00 - $399.99
$400.00 - $499.99
$500.00 - $599.99
$600.00 - $699.99
$700.00 - $799.99
$800.00 - $899.99
$900.00 - $999.99
$1,000.00 - $1,999.99
$2,000.00 - $4,999.99
$5,000.00 - $9,999.99
$10,000.00 or more
Not sure
Number of purchases reported
Avg. price of Shotguns
*Price categories changed in 2015 Type of store where SHOTGUNS are purchased
Jan-Feb
2015 Jan-Feb
2014
Farm/Ranch Stores
General Sporting Goods
Gun shows or expos
Local shop
Mass Merchant
Outdoor Specialty Store
Printed Catalog
Website
Other
Not sure
Number of purchases reported
*In 2015, the ‘Used’ option was changed to another question for firearms. See Methods section on New and Used Firearms for more information.
CONFIDENTIAL 51
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Primary purpose of SHOTGUNS purchased
Jan-Feb
2015 Jan-Feb
2014
Hunting
Casual shooting
Competitive shooting
Self-defense
Collecting
Gift
Other
Number of purchases reported
*Percent of SHOTGUNS purchased new or used
Jan-Feb
2015 Jan-Feb
2014
New
Used
Number of purchases reported
*New table added in 2015
CONFIDENTIAL 52
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Type of MUZZLELOADERS purchased
Jan-Feb
2015 Jan-Feb
2014
Inline
Standard
Flint lock
Other
Not sure
Number of purchases reported
Brand of MUZZLELOADERS purchased
Jan-Feb
2015 Jan-Feb
2014
CVA
Knight
Lyman
Ruger/Sturm Ruger
Savage
Thompson Center
Traditions
Winchester
Other
Not sure
Number of purchases reported
CONFIDENTIAL 53
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Cost of MUZZLELOADERS purchased
Jan-Feb
2015 Jan-Feb
2014
$0 - $49.99
$50.00 - $99.99
$100.00 - $199.99
$200.00 - $299.99
$300.00 - $399.99
$400.00 - $499.99
$500.00 - $599.99
$600.00 - $699.99
$700.00 - $799.99
$800.00 - $899.99
$900.00 - $999.99
$1,000.00 - $1,999.99
$2,000.00 or more
Not sure
Number of purchases reported
Avg. price of Muzzleloaders
*Price categories changed in 2015 Type of store where MUZZLELOADERS are purchased*
Jan-Feb
2015 Jan-Feb
2014
Farm/Ranch Stores
General Sporting Goods
Gun shows or expos
Local shop
Mass Merchant
Outdoor Specialty Store
Printed Catalog
Website
Other
Not sure
Number of purchases reported
*In 2015, the ‘Used’ option was changed to another question for firearms. See Methods section on New and Used Firearms for more information.
CONFIDENTIAL 54
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Primary purpose of MUZZLELOADERS purchased
Jan-Feb
2015 Jan-Feb
2014
Hunting
Casual shooting
Competitive shooting
Self-defense
Collecting
Gift
Other
Number of purchases reported
*New table added in 2015 *Percent of MUZZLELOADERS purchased new or used
Jan-Feb
2015 Jan-Feb
2014
New
Used
Number of purchases reported
*New table added in 2015
CONFIDENTIAL 55
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Type of HANDGUNS purchased
Jan-Feb
2015 Jan-Feb
2014
Semi-automatic
Revolver
Break action
Other
Not sure
Number of purchases reported
Fire type of HANDGUNS purchased
Jan-Feb
2015 Jan-Feb
2014
Center fire
Rim fire
Number of purchases reported
CONFIDENTIAL 56
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Caliber of HANDGUNS purchased
Jan-Feb
2015 Jan-Feb
2014
22 cal
32 cal
38 special
40 S&W
44 cal
45 auto
357 cal
380 auto/ 380 ACP
9mm
Other
Not sure
Number of purchases reported
CONFIDENTIAL 57
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Brand of HANDGUNS purchased
Jan-Feb
2015 Jan-Feb
2014
Astra
Beretta
Bersa
Browning
Charter Arms
Chiappa
Cobra
Colt
CZ
EAA
FMK
FNH
Freedom Arms
Glock
GSG
H & R
Heckler & Koch (H&K)
Heritage
High Point
High Standard
Kahr
Kel-tec
Kimber
North American Arms
PARA
Remington
Rossi
Ruger/Sturm Ruger
SCCY
SIG Arms/Sig Sauer
Smith & Wesson
Springfield
Taurus
Thompson Center
Uberti
Walther
Other
Not sure
Number of purchases reported
CONFIDENTIAL 58
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Cost of HANDGUNS purchased
Jan-Feb
2015 Jan-Feb
2014
$0 - $99.99
$100.00 - $199.99
$200.00 - $299.99
$300.00 - $399.99
$400.00 - $499.99
$500.00 - $599.99
$600.00 - $699.99
$700.00 - $799.99
$800.00 - $899.99
$900.00 - $999.99
$1,000.00 - $1,999.99
$2,000.00 - $4,999.99
$5,000.00 - $9,999.99
$10,000.00 or more
Not sure
Number of purchases reported
Avg. price of Handguns
*Price categories changed in 2015 Type of store where HANDGUNS are purchased
Jan-Feb
2015 Jan-Feb
2014
Farm/Ranch Stores
General Sporting Goods
Gun shows or expos
Local shop
Mass Merchant
Outdoor Specialty Store
Printed Catalog
Website
Other
Not sure
Number of purchases reported
*In 2015, the ‘Used’ option was changed to another question for firearms. See Methods section on New and Used Firearms for more information.
CONFIDENTIAL 59
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Primary purpose of HANDGUNS purchased
Jan-Feb
2015 Jan-Feb
2014
Hunting
Casual shooting
Competitive shooting
Self-defense
Collecting
Gift
Other
Number of purchases reported
*Percent of HANDGUNS purchased new or used
Jan-Feb
2015 Jan-Feb
2014
New
Used
Total
*New table added in 2015
CONFIDENTIAL 60
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Brand of AIR RIFLES purchased
Jan-Feb
2015 Jan-Feb
2014
Beeman
Benjamin
BSA
Crosman
Daisy
Gamo
Mauser
Remington
Ruger/Sturm Ruger
RWS
Winchester
Other
Not sure
Number of purchases reported
Cost of AIR RIFLES purchased
Jan-Feb 2015
Jan-Feb 2014
$0 - $24.99
$25.00 - $49.99
$50.00 - $99.99
$100.00 - $199.99
$200.00 - $299.99
$300.00 - $399.99
$400.00 - $499.99
$500.00 - $599.99
$600.00 - $699.99
$700.00 - $799.99
$800.00 - $899.99
$900.00 - $999.99
$1,000.00 or more
Not sure
Number of purchases reported
Ave price of Air Rifle
*Price categories changed in 2015
CONFIDENTIAL 61
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Type of store where AIR RIFLES are purchased
Jan-Feb
2015 Jan-Feb
2014
Farm/Ranch Stores
General Sporting Goods
Gun shows or expos
Local shop
Mass Merchant
Outdoor Specialty Store
Printed Catalog
Website
Other
Not sure
Number of purchases reported
*In 2015, the ‘Used’ option was changed to another question for firearms. See Methods section on New and Used Firearms for more information. *Primary purpose of AIR RIFLES purchased
Jan-Feb
2015 Jan-Feb
2014
Hunting
Casual shooting
Competitive shooting
Self-defense
Collecting
Gift
Other
Number of purchases reported
*New table added in 2015 *Percent of AIR RIFLES purchased new or used
Jan-Feb
2015 Jan-Feb
2014
New
Used
Number of purchases reported
*New table added in 2015
CONFIDENTIAL 62
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Ammunition Purchases
X percent of ammunition purchasers purchased X ammunition.
Most people either purchased X or X boxes or more than a X of rifle ammunition at a time.
X is the most popular rifle ammunition this survey period
#X and #X shot are the most popular shotgun ammunition sizes.
Xmm is the most popular handgun ammunition caliber.
X gauge is by far the most popular shotgun ammunition gauge.
Age of Respondent Jan-Feb
2015 Jan-Feb
2014
18 to 24
25 to 34
35 to 44
45 to 54
55 to 64
65 and older
Gender of Respondent
Male
Female
Household Income
Under $10,000
$10,000 to $19,999
$20,000 to $29,999
$30,000 to $39,999
$40,000 to $49,999
$50,000 to $74,999
$75,000 to $99,999
$100,000 to $149,999
$150,000 to $199,999
$200,000 or more
Education Level
11 Years or Less
12 Years
1-3 Years of College
4 Years of College or More
I prefer not to say
Number of respondents
CONFIDENTIAL 63
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
AMMUNITION PRODUCTS survey respondents reported buying:
Jan-Feb
2015 Jan-Feb
2014
Rifle ammunition
Shotgun ammunition
Handgun ammunition
Air rifle/air gun pellets
Number of respondents
CONFIDENTIAL 64
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Number of boxes of RIFLE AMMUNITION purchased
Jan-Feb
2015 Jan-Feb
2014
1 box
2 boxes
3 boxes
4 boxes
5 boxes
6 boxes
7 boxes
8 boxes
9 boxes
10 boxes
11 boxes
12 boxes (1 case)
More than 1 case
Number of purchases reported
*Categories changed in 2015
CONFIDENTIAL 65
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Caliber, Brand, Cost, and Store for Rifle Ammunition are presented as a market share by boxes purchased. See Methods section on Market Share by Quantity Purchased for more information. Caliber of RIFLE AMMUNITION purchased (boxes)
Jan-Feb
2015 Jan-Feb
2014
17 cal
204 Ruger
22 cal
22-250 cal
243 cal
270 Winchester
270 WSM
280 cal
30 Carbine
30-06 Springfield
30-30 cal
300 Rem Magnum
300 Rem Ultra Magnum
300 Savage
300 WSM
300 Weatherby Magnum
300 Win Mag
303 British
32 Win Special
35 Remington
375 H&H Magnum
44 Rem
5.56 mm/ 223 cal
7 mm Mauser
7 mm WSM
7 mm-08
7 62X39 mm/ 308 cal
7 mm Remington Mag
8 mm Mausar
9 mm
Not sure
Other
Number of purchases reported
CONFIDENTIAL 66
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Brand of RIFLE AMMUNITION purchased (boxes)
Jan-Feb
2015 Jan-Feb
2014
American Eagle
Aquila
Barnes
Black Hills
Blazer
CCI
Eley
Federal (including Fusion)
Fiocchi
Fusion
Herter’s
Hornady
Lapua
Magtech
Nosler
PMC
PPU/Prvi Partizan
Remington
Sierra
TulAmmo
Weatherby
Winchester (including SuperX, Supreme, USA)
Wolf
Other
Not sure
Number of purchases reported
CONFIDENTIAL 67
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Cost of RIFLE AMMUNITION purchased (boxes)
Jan-Feb
2015 Jan-Feb
2014
$0 - $4.99
$5.00 - $9.99
$10.00 - $14.99
$15.00 - $19.99
$20.00 - $24.99
$25.00 - $29.99
$30.00 - $34.99
$35.00 - $39.99
$40.00 - $44.99
$45.00 - $49.99
$50.00 or more
Not sure
Number of purchases reported
Avg. price of Rifle Ammunition
*in 2014 5.0% of respondents spent $40.00 or more Type of store where RIFLE AMMUNITION are purchased (boxes)
Jan-Feb
2015 Jan-Feb
2014
Farm/Ranch Stores
General Sporting Goods
Gun shows or expos
Local shop
Mass Merchant
Outdoor Specialty Store
Printed Catalog
Used
Website
Other
Not sure
Number of purchases reported
*Primary purpose of RIFLE AMMUNITION purchased (boxes)
Jan-Feb
2015 Jan-Feb
2014
Hunting
Casual Shooting
Competitive Shooting
Self-Defense
Other
Number of purchases reported
*New table added in 2015
CONFIDENTIAL 68
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Number of boxes of SHOTGUN AMMUNITION purchased
Jan-Feb
2015 Jan-Feb
2014
1 box
2 boxes
3 boxes
4 boxes
5 boxes
6 boxes
7 boxes
8 boxes
9 boxes
10 boxes
11 boxes
12 boxes (1 case)
More than 1 case
Number of purchases reported
*Categories changed in 2015
CONFIDENTIAL 69
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Type, Gauge, Size, Brand, Cost, and Store for Shotgun Ammunition are presented as a market share by boxes purchased. See Methods section on Market Share by Quantity Purchased for more information.
Type of SHOTGUN AMMUNITION purchased (boxes)
Jan-Feb
2015 Jan-Feb
2014
Lead
71.3%
Non-lead/Non-toxic 25.1% 26.9%
Other 0.8% 1.8%
Number of purchases reported N=524 N=607
Gauge of SHOTGUN AMMUNITION purchased (boxes)
Jan-Feb
2015 Jan-Feb
2014
12 gauge
16 gauge
20 gauge
28 gauge
410 gauge
Other
Not sure
Number of purchases reported
CONFIDENTIAL 70
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Size of SHOTGUN AMMUNITION purchased (boxes)
Jan-Feb
2015 Jan-Feb
2014
Rifled slugs
Sabot slugs
Other slugs
#4 Buckshot
#3 Buckshot
#2 Buckshot
#1 Buckshot
#0 Buckshot
#00 Buckshot
#000 Buckshot
#12 Shot
#9 Shot
#8 1/2 Shot
#8 Shot
#7 1/2 Shot
#7 Shot
#6 Shot
#5 Shot
#4 Shot
#3 Shot
#2 Shot
#1 Shot
#BB Shot
#BBB Shot
#T Shot
Other
Not sure
Number of purchases reported
CONFIDENTIAL 71
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Brand of SHOTGUN AMMUNITION purchased (boxes)
Jan-Feb
2015 Jan-Feb
2014
Bismuth
Estate
Federal
Fiocchi
Fusion
Hevi-Shot
Kent
PMC
Remington
RIO
Winchester
Wolf
Other
Not sure
Number of purchases reported
Cost of SHOTGUN AMMUNITION purchased (boxes)
Jan-Feb
2015 Jan-Feb
2014
$0.00 - $4.99
$5.00 - $9.99
$10.00 - $14.99
$15.00 - $19.99
$20.00 - $24.99
$25.00 - $29.99
$30.00 - $34.99
$35.00 - $39.99
$40.00 - $44.99
$45.00 - $49.99
$50.00 or more
Not sure
Number of purchases reported
Avg. price of Shotgun Ammunition
*In 2014, .6% of respondents spent $40.00 or more
CONFIDENTIAL 72
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Type of store where SHOTGUN AMMUNITION are purchased (boxes)
Jan-Feb
2015 Jan-Feb
2014
Farm/Ranch Stores
General Sporting Goods
Gun shows or expos
Local shop
Mass Merchant
Outdoor Specialty Store
Printed Catalog
Used
Website
Other
Not sure
Number of purchases reported
*Primary purpose of SHOTGUN AMMUNITION purchased (boxes)
Jan-Feb 2015
Jan-Feb 2014
Hunting
Casual Shooting
Competitive Shooting
Self-Defense
Other
Number of purchases reported
*New table added in 2015
CONFIDENTIAL 73
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Number of boxes of HANDGUN AMMUNITION purchased
Jan-Feb
2015 Jan-Feb
2014
1 box
2 boxes
3 boxes
4 boxes
5 boxes
6 boxes
7 boxes
8 boxes
9 boxes
10 boxes
11 boxes
12 boxes (1 case)
More than 1 case
Number of purchases reported
*Categories changed in 2015
Caliber, Brand, Cost, and Store for Handgun Ammunition are presented as a market share by boxes purchased. See Methods section on Market Share by Quantity Purchased for more information. Caliber of HANDGUN AMMUNITION purchased (boxes)
Jan-Feb
2015 Jan-Feb
2014
17 cal
22 cal
32 cal
38 cal
40 S&W
44 cal
45 auto
357 cal
380 cal
9mm
Other
Not sure
Number of purchases reported
CONFIDENTIAL 74
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Brand of HANDGUN AMMUNITION purchased (boxes)
Jan-Feb
2015 Jan-Feb
2014
American Eagle
Aquila
Black Hills
Blazer
CCI
CorBon
Eley
Federal (including Fusion)
Fiocchi
Herters
Hornady
Magtech
PMC
Remington
RWS
Sellier and Belloit
Speer
Ultramax
Winchester (including SuperX, Supreme, USA)
Wolf
Other
Not sure
Number of purchases reported
Cost of HANDGUN AMMUNITION purchased (boxes)
Jan-Feb
2015 Jan-Feb
2014
$0 - $4.99
$5.00 - $9.99
$10.00 - $14.99
$15.00 - $19.99
$20.00 - $24.99
$25.00 - $29.99
$30.00 - $34.99
$35.00 - $39.99
$40.00 - $44.99
$45.00 - $49.99
$50.00 or more
Not sure
Number of purchases reported
Avg. price of Handgun Ammunition
*In 2014, 3.1% of respondents spent $40.00 or more
CONFIDENTIAL 75
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Type of store where HANDGUN AMMUNITION are purchased (boxes)
Jan-Feb
2015 Jan-Feb
2014
Farm/Ranch Stores
General Sporting Goods
Gun shows or expos
Local shop
Mass Merchant
Outdoor Specialty Store
Printed Catalog
Used
Website
Other
Not sure
Number of purchases reported
*Primary purpose of HANDGUN AMMUNITION purchased (boxes)
Jan-Feb
2015 Jan-Feb
2014
Hunting
Casual Shooting
Competitive Shooting
Self-Defense
Other
Number of purchases reported
*New table added in 2015
CONFIDENTIAL 76
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
*Number of boxes of AIR RIFLE PELLETS purchased (boxes)
Jan-Feb
2015 Jan-Feb
2014
1 box
2 boxes
3 boxes
4 boxes
5 boxes
6 boxes
7 boxes
8 boxes
9 boxes
10 boxes
11 boxes
12 boxes
13 boxes
14 boxes
15 boxes
16 boxes
17 boxes
18 boxes
19 boxes
20 boxes
More than 20 boxes
Not sure
Number of purchases reported
*New table added in 2015 Caliber, Brand, Cost, and Store for Air Rifle Pellets are presented as a market share by boxes purchased. See Methods section on Market Share by Quantity Purchased for more information. *Caliber of AIR RIFLE PELLETS purchased (boxes)
Jan-Feb
2015 Jan-Feb
2014
177" (4 5mm)
20" (5.00mm)
22" (5 5mm)
25" (6 35mm)
375" (9mm)
Not sure
Number of purchases reported
*New table added in 2015
CONFIDENTIAL 77
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
*Brand of AIR RIFLE PELLETS purchased (boxes)
Jan-Feb
2015 Jan-Feb
2014
Air Venturi
Beeman
Benjamin
Crosman
Daisy
Eun Jin
Gamo
H&N
JSB
Marksman
Predator
RWS
Skenco
Other
Not sure
Number of purchases reported
*New table added in 2015 *Cost of AIR RIFLE PELLETS purchased (boxes)
Jan-Feb
2015 Jan-Feb
2014
$0 - $4.99
$5.00 - $9.99
$10.00 - $14.99
$15.00 - $19.99
$20.00 - $24.99
$25.00 - $29.99
$30.00 - $34.99
$35.00 - $39.99
$40.00 - $44.99
$45.00 - $49.99
$50.00 or more
Not sure
Number of purchases reported
Avg. price of Air Rifle Pellets
*New table added in 2015
CONFIDENTIAL 78
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
*Type of store where AIR RIFLE PELLETS are purchased (boxes)
Jan-Feb
2015 Jan-Feb
2014
Farm/Ranch Stores
General Sporting Goods
Gun shows or expos
Local shop
Mass Merchant
Outdoor Specialty Store
Printed Catalog
Used
Website
Other
Not sure
Number of purchases reported
*New table added in 2015 *Primary purpose of AIR RIFLE PELLETS purchased (boxes)
Jan-Feb
2015 Jan-Feb
2014
Hunting
Casual Shooting
Competitive Shooting
Self-Defense
Other
Number of purchases reported
*New table added in 2015
CONFIDENTIAL 79
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Black Powder Purchases
X is the most popular propellant or powder purchased.
X is by far the most popular brand of X, X, and X with X% of purchases. X stores and X shops are the preferred store type for nearly all black powder supplies.
Age of Respondent Jan-Feb
2015 Jan-Feb
2014
18 to 24
25 to 34
35 to 44
45 to 54
55 to 64
65 and older
Gender of Respondent
Male
Female
Household Income
Under $10,000
$10,000 to $19,999
$20,000 to $29,999
$30,000 to $39,999
$40,000 to $49,999
$50,000 to $74,999
$75,000 to $99,999
$100,000 to $149,999
$150,000 to $199,999
$200,000 or more
Education Level
11 Years or Less
12 Years
1-3 Years of College
4 Years of College or More
I prefer not to say
Number of respondents
CONFIDENTIAL 80
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
BLACK POWDER PRODUCTS survey respondents reported buying:
Jan-Feb
2015 Jan-Feb
2014
Propellant/powder
Bullets, balls and/or shot
Patches
Cleaning Supplies
Solvent
Powder measure
Primers
Flints
Speed loader
Breech plug or nipple
Number of respondents
CONFIDENTIAL 81
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
*Brand of PROPELLANT /POWDER purchased
Jan-Feb 2015
Jan-Feb 2014
Alliant
American Pioneer Powder
Blackhorn
Goex
Hodgdon
Pyrodex
Shockeys Gold
Swiss
Triple Seven
Western Powders
White Hot
Other
Not sure
Number of purchases reported
*Cost of PROPELLANT /POWDER purchased
Jan-Feb 2015
Jan-Feb 2014
$0.00 - $5.99
$6.00 - $9.99
$10.00 - $19.99
$20.00 - $29.99
$30.00 - $39.99
$40.00 - $49.99
$50.00 or more
Not sure
Number of purchases reported
Avg. price of Propellant /Powder
*Price categories changed in 2015
CONFIDENTIAL 82
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
*Type of store where PROPELLANT /POWDER are purchased
Jan-Feb 2015
Jan-Feb 2014
Farm/Ranch Stores
General Sporting Goods
Gun shows or expos
Local shop
Mass Merchant
Outdoor Specialty Store
Printed Catalog
Used
Website
Other
Not sure
Number of purchases reported
Brand of BALLS, BULLETS, and/or SHOT purchased
Jan-Feb
2015 Jan-Feb
2014
Barnes
CVA
Fusion
Hornady
Knight
Nosler
Powerbelt
Speer
Thompson
Winchester
Other
Not sure
Number of purchases reported
Cost of BALLS, BULLETS, and/or SHOT purchased
Jan-Feb
2015 Jan-Feb
2014
$0.00 - $5.99
$6.00 - $9.99
$10.00 - $19.99
$20.00 - $29.99
$30.00 - $39.99
$40.00 - $49.99
$50.00 or more
Not sure
Number of purchases reported
Avg. price of Balls, Bullets and/or Shot
CONFIDENTIAL 83
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Type of store where BALLS, BULLETS, and/or SHOT are purchased
Jan-Feb
2015 Jan-Feb
2014
Farm/Ranch Stores
General Sporting Goods
Gun shows or expos
Local shop
Mass Merchant
Outdoor Specialty Store
Printed Catalog
Used
Website
Other
Not sure
Number of purchases reported
CONFIDENTIAL 84
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Cost of PATCHES purchased
Jan-Feb
2015 Jan-Feb
2014
$0.00 - $5.99
$6.00 - $9.99
$10.00 - $19.99
$20.00 - $29.99
$30.00 - $39.99
$40.00 - $49.99
$50.00 or more
Not sure
Number of purchases reported
Avg. price of Patches
Type of store where PATCHES are purchased
Jan-Feb
2015 Jan-Feb
2014
Farm/Ranch Stores
General Sporting Goods
Gun shows or expos
Local shop
Mass Merchant
Outdoor Specialty Store
Printed Catalog
Used
Website
Other
Not sure
Number of purchases reported
CONFIDENTIAL 85
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Cost of BLACK POWDER GUN CLEANING SUPPLIES purchased
Jan-Feb
2015 Jan-Feb
2014
$0.00 - $5.99
$6.00 - $9.99
$10.00 - $19.99
$20.00 - $29.99
$30.00 - $39.99
$40.00 - $49.99
$50.00 or more
Not sure
Number of purchases reported
Avg. price of Black Powder Cleaning Supplies
*Price categories changed in 2015 Type of store where BLACK POWDER GUN CLEANING SUPPLIES are purchased
Jan-Feb
2015 Jan-Feb
2014
Farm/Ranch Stores
General Sporting Goods
Gun shows or expos
Local shop
Mass Merchant
Outdoor Specialty Store
Printed Catalog
Used
Website
Other
Not sure
Number of purchases reported
CONFIDENTIAL 86
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Cost of BLACK POWDER SOLVENT purchased
Jan-Feb
2015 Jan-Feb
2014
$0.00 - $5.99
$6.00 - $9.99
$10.00 - $19.99
$20.00 - $29.99
$30.00 - $39.99
$40.00 - $49.99
$50.00 or more
Not sure
Number of purchases reported
Avg. price of Solvent
Type of store where BLACK POWDER SOLVENT are purchased
Jan-Feb
2015 Jan-Feb
2014
Farm/Ranch Stores
General Sporting Goods
Gun shows or expos
Local shop
Mass Merchant
Outdoor Specialty Store
Printed Catalog
Used
Website
Other
Not sure
Number of purchases reported
CONFIDENTIAL 87
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Cost of BLACK POWDER MEASURES purchased
Jan-Feb
2015 Jan-Feb
2014
$0.00 - $5.99
$6.00 - $9.99
$10.00 - $19.99
$20.00 - $29.99
$30.00 - $39.99
$40.00 - $49.99
$50.00 or more
Not sure
Number of purchases reported
Avg. price of Black Powder Measures
Type of store where BLACK POWDER MEASURES are purchased
Jan-Feb
2015 Jan-Feb
2014
Farm/Ranch Stores
General Sporting Goods
Gun shows or expos
Local shop
Mass Merchant
Outdoor Specialty Store
Printed Catalog
Used
Website
Other
Not sure
Number of purchases reported
CONFIDENTIAL 88
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Cost of BLACK POWDER PRIMERS purchased
Jan-Feb
2015 Jan-Feb
2014
$0.00 - $5.99
$6.00 - $9.99
$10.00 - $19.99
$20.00 - $29.99
$30.00 - $39.99
$40.00 - $49.99
$50.00 or more
Not sure
Number of purchases reported
Avg. price of Black Powder Primers
Type of store where BLACK POWDER PRIMERS are purchased
Jan-Feb
2015 Jan-Feb
2014
Farm/Ranch Stores
General Sporting Goods
Gun shows or expos
Local shop
Mass Merchant
Outdoor Specialty Store
Printed Catalog
Used
Website
Other
Not sure
Number of purchases reported
CONFIDENTIAL 89
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Cost of BLACK POWDER FLINTS purchased
Jan-Feb
2015 Jan-Feb
2014
$0.00 - $5.99
$6.00 - $9.99
$10.00 - $19.99
$20.00 - $29.99
$30.00 - $39.99
$40.00 - $49.99
$50.00 or more
Not sure
Number of purchases reported
Avg. price of Flint
Type of store where BLACK POWDER FLINTS are purchased
Jan-Feb
2015 Jan-Feb
2014
Farm/Ranch Stores
General Sporting Goods
Gun shows or expos
Local shop
Mass Merchant
Outdoor Specialty Store
Printed Catalog
Used
Website
Other
Not sure
Number of purchases reported
CONFIDENTIAL 90
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Cost of BLACK POWDER SPEED LOADERS purchased
Jan-Feb
2015 Jan-Feb
2014
$0.00 - $5.99
$6.00 - $9.99
$10.00 - $19.99
$20.00 - $29.99
$30.00 - $39.99
$40.00 - $49.99
$50.00 or more
Not sure
Number of purchases reported
Avg. price of Speed Loaders
Type of store where BLACK POWDER SPEED LOADERS are purchased
Jan-Feb
2015 Jan-Feb
2014
Farm/Ranch Stores
General Sporting Goods
Gun shows or expos
Local shop
Mass Merchant
Outdoor Specialty Store
Printed Catalog
Used
Website
Other
Not sure
Number of purchases reported
CONFIDENTIAL 91
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Cost of BLACK POWDER BREECH PLUGS or NIPPLES purchased
Jan-Feb
2015 Jan-Feb
2014
$0.00 - $5.99
$6.00 - $9.99
$10.00 - $19.99
$20.00 - $29.99
$30.00 - $39.99
$40.00 - $49.99
$50.00 or more
Not sure
Number of purchases reported
Avg. price of Breach Plugs/Nipples
Type of store where BLACK POWDER BREECH PLUGS or NIPPLES are purchased
Jan-Feb
2015 Jan-Feb
2014
Farm/Ranch Stores
General Sporting Goods
Gun shows or expos
Local shop
Mass Merchant
Outdoor Specialty Store
Printed Catalog
Used
Website
Other
Not sure
Number of purchases reported
CONFIDENTIAL 92
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Archery and Bow Hunting Purchases
Both X and X have over a X% purchase rate for archery purchasers.
X are fairly popular this time period (X%).
Most X are purchased at X or X at a time.
X is a most popular fletching brand with X% of all purchases.
Most bowhunting and archery equipment is purchased from X or X stores.
X is the most popular bow case brand.
Nearly X% of broadheads are X, rather than X.
Age of Respondent Jan-Feb
2015 Jan-Feb
2014
18 to 24
25 to 34
35 to 44
45 to 54
55 to 64
65 and older
Gender of Respondent
Male
Female
Household Income
Under $10,000
$10,000 to $19,999
$20,000 to $29,999
$30,000 to $39,999
$40,000 to $49,999
$50,000 to $74,999
$75,000 to $99,999
$100,000 to $149,999
$150,000 to $199,999
$200,000 or more
Education Level
11 Years or Less
12 Years
1-3 Years of College
4 Years of College or More
I prefer not to say
Number of respondents
CONFIDENTIAL 93
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
ARCHERY AND BOW HUNTING equipment survey respondents reported buying:
Jan-Feb
2015 Jan-Feb
2014
Bows
Crossbows
Arrows
Broadheads
Arm Guards
Bow Cases
Bow Stands
Fletching
Peep sites
Quivers
Releases and tabs
Rests
Sights
Silencers
Stabilizers
Strings & accessories
Archery Targets
Nocks
Number of respondents
*New item added in Jan. 2015
CONFIDENTIAL 94
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Type of BOWS purchased
Jan-Feb
2015 Jan-Feb
2014
Compound
Long bow
Recurve
Other
Number of purchases reported
CONFIDENTIAL 95
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Brand of BOWS purchased
Jan-Feb
2015 Jan-Feb
2014
Alpine
Barnett
Bear
Black Widow
BowTech
Browning
Custom made
Darton
Diamond
Elite
Excalibur
G5
Genesis
High Country
Horton
Hoyt
Martin
Matthews
Mission
Parker
PSE
Redhead
Strother
Other
Not sure
Number of purchases reported
CONFIDENTIAL 96
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Cost of BOWS purchased
Jan-Feb
2015 Jan-Feb
2014
$0.00 - $19.99
$20.00 - $29.99
$30.00 - $39.99
$40.00 - $49.99
$50.00 - $74.99
$75.00 - $99.99
$100.00 - $249.99
$250.00 - $499.99
$500.00 - $749.99
$750.00 - $999.99
$1,000.00 - $1,250.00
Over $1,250.00
Not sure
Number of purchases reported
Avg. price of Bows
*Price categories changed in 2015 Type of store where BOWS are purchased
Jan-Feb
2015 Jan-Feb
2014
Farm/Ranch Stores
General Sporting Goods
Gun shows or expos
Local shop
Mass Merchant
Outdoor Specialty Store
Printed Catalog
Used
Website
Other
Not sure
Number of purchases reported
CONFIDENTIAL 97
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Brand of CROSSBOWS purchased
Jan-Feb
2015 Jan-Feb
2014
Barnett
Bowtech/Stryker
Carbon Express (including X-Force)
Centerpoint/Crosman
Darton
Excaliber
Horton
Parker
PSE
TenPoint
Wicked Ridge
X-Force (Eastman Outdoors)
Other
Not sure
Number of purchases reported
Cost of CROSSBOWS purchased
Jan-Feb
2015 Jan-Feb
2014
$0.00 - $199.99
$200.00 - $399.99
$400.00 - $599.99
$600.00 - $799.99
$800.00 - $999.99
$1,000.00 - $1,199.99
$1,200.00 or more
Not sure
Number of purchases reported
Avg. price of Crossbows
*Price categories changed in 2015
CONFIDENTIAL 98
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Type of store where CROSSBOWS are purchased
Jan-Feb
2015 Jan-Feb
2014
Farm/Ranch Stores
General Sporting Goods
Gun shows or expos
Local shop
Mass Merchant
Outdoor Specialty Store
Printed Catalog
Website
Other
Not sure
Number of purchases reported
*Primary purpose of CROSSBOWS purchased
Jan-Feb
2015 Jan-Feb
2014
Hunting
Casual shooting
Competitive shooting
Self-defense
Collecting
Gift
Other
Number of purchases reported
*New table added in 2015 *Percent of CROSSBOWS purchased new or used
Jan-Feb
2015 Jan-Feb
2014
New
Used
Number of purchases reported
*New table added in 2015
CONFIDENTIAL 99
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Number of ARROWS purchased*
Jan-Feb
2015 Jan-Feb
2014
1
2
3
4
5
6
7
8
9
10
11
12
24
Other
Not sure
Number of purchases reported
*New table added in 2015
Brand, Cost, and Store for Arrows are presented as a market share by individual arrows purchased. See Methods section on Market Share by Quantity Purchased for more information. Number of arrows purchased was not asked in 2014, so 2014 market share by individual arrow could not be calculated. Brand of ARROWS purchased
Jan-Feb
2015 Jan-Feb
2014
Allen
Barnett
Beman
Black Eagle
Cabela brand
Carbon Express
Easton
Gold Tip
Horton
Parker
PSE
Redhead
Victory
Other
Not sure
Number of purchases reported
CONFIDENTIAL 100
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Cost of ARROWS purchased
Jan-Feb
2015 Jan-Feb
2014
$0.00 - $19.99
$20.00 - $29.99
$30.00 - $39.99
$40.00 - $49.99
$50.00 - $59.99
$60.00 - $69.99
$70.00 - $79.99
$80.00 - $89.99
$90.00 - $99.99
Over $100.00
Not sure
Number of purchases reported
Avg. price of Arrow Purchase
Type of store where ARROWS are purchased
Jan-Feb
2015 Jan-Feb
2014
Farm/Ranch Stores
General Sporting Goods
Gun shows or expos
Local shop
Mass Merchant
Outdoor Specialty Store
Printed Catalog
Used
Website
Other
Not sure
Number of purchases reported
CONFIDENTIAL 101
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Brand of FLETCHING purchased
Jan-Feb
2015 Jan-Feb
2014
AAE
Berman
Blazer
Bohning
Burnt Coyote
Cabela’s
Duravane
Easton
Extreme
Flex Fletch
Fusion
Gateway
LumenokTruGlo
NAP
QuickSpin
Trueflight
Vanetec
Other
Not sure
Number of purchases reported
Cost of FLETCHING purchased
Jan-Feb
2015 Jan-Feb
2014
$0.00 - $5.99
$6.00 - $9.99
$10.00 - $19.99
$20.00 - $29.99
$30.00 - $39.99
$40.00 - $49.99
Over $50.99
Not sure
Number of purchases reported
Avg. price of Fletching
CONFIDENTIAL 102
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Type of store where FLETCHING are purchased
Jan-Feb
2015 Jan-Feb
2014
Farm/Ranch Stores
General Sporting Goods
Gun shows or expos
Local shop
Mass Merchant
Outdoor Specialty Store
Printed Catalog
Used
Website
Other
Not sure
Number of purchases reported
CONFIDENTIAL 103
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Type of BROADHEADS purchased
Jan-Feb
2015 Jan-Feb
2014
Fixed
Mechanical
Not Sure
Number of purchases reported
Brand of BROADHEADS purchased
Jan-Feb
2015 Jan-Feb
2014
Allen
Carbon Express
Crimson Talon
G5
Grim Reaper
Horton
Magnus
Muzzy
NAP
QAD
Rage
Ramcat
Rocket
Slick Trick
Steel Force
Swhacker
Thunderhead
Wasp
Other
Not sure
Number of purchases reported
CONFIDENTIAL 104
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Cost of BROADHEADS purchased
Jan-Feb
2015 Jan-Feb
2014
$0.00 - $5.99
$6.00 - $9.99
$10.00 - $19.99
$20.00 - $29.99
$30.00 - $39.99
$40.00 - $49.99
Over $50.00
Not sure
Number of purchases reported
Avg. price of Broadheads
Type of store where BROADHEADS are purchased
Jan-Feb
2015 Jan-Feb
2014
Farm/Ranch Stores
General Sporting Goods
Gun shows or expos
Local shop
Mass Merchant
Outdoor Specialty Store
Printed Catalog
Used
Website
Other
Not sure
Number of purchases reported
CONFIDENTIAL 105
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Brand of RELEASES or TABS purchased
Jan-Feb
2015 Jan-Feb
2014
Bateman
Cabela’s
Carter
Cobra
Copper John
Fletcher
Free Flight
Lan
Neet
Primos
Pro Release
Scott Archery
Spot Hogg
T R U
Tru Glo
Tru-Fire
Winn
Other
Not sure
Number of purchases reported
Cost of RELEASES or TABS purchased
Jan-Feb
2015 Jan-Feb
2014
$0.00 - $5.99
$6.00 - $9.99
$10.00 - $19.99
$20.00 - $29.99
$30.00 - $39.99
$40.00 - $49.99
Over $50.00
Not sure
Number of purchases reported
Avg. price of Releases/Tabs
CONFIDENTIAL 106
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Type of store where RELEASES or TABS are purchased
Jan-Feb
2015 Jan-Feb
2014
Farm/Ranch Stores
General Sporting Goods
Gun shows or expos
Local shop
Mass Merchant
Outdoor Specialty Store
Printed Catalog
Used
Website
Other
Not sure
Number of purchases reported
CONFIDENTIAL 107
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Brand of PEEPSITES purchased
Jan-Feb 2015
Jan-Feb 2014
Apex
Cabela’s
Cobra
Copper John
Extreme
Fletcher
G5
HHA
Loc - a - peep
NAP
PSE
SpotHogg
Sword
Trophy Ridge
TruGlo
Viper
Other
Not sure
Number of purchases reported
CONFIDENTIAL 108
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Cost of PEEPSITES purchased
Jan-Feb
2015 Jan-Feb
2014
$0.00 - $5.99
$6.00 - $9.99
$10.00 - $19.99
$20.00 - $29.99
$30.00 - $39.99
$40.00 - $49.99
Over $50.00
Not sure
Number of purchases reported
Avg. price of Peepsites
Type of store where PEEPSITES are purchased
Jan-Feb
2015 Jan-Feb
2014
Farm/Ranch Stores
General Sporting Goods
Gun shows or expos
Local shop
Mass Merchant
Outdoor Specialty Store
Printed Catalog
Used
Website
Other
Not sure
Number of purchases reported
CONFIDENTIAL 109
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Brand of SILENCERS purchased
Jan-Feb
2015 Jan-Feb
2014
Allen
Bear
Bowjax
Cabela’s
Excalibur
Fuse
G5
Hoyt
Limbsaver
Mathews
Octane
Sims
Truglo
Other
Not sure
Number of purchases reported
Cost of SILENCERS purchased
Jan-Feb
2015 Jan-Feb
2014
$0.00 - $1.99
$2.00 - $3.99
$4.00 - $5.99
$6.00 - $7.99
$8.00 - $9.99
$10.00 - $11.99
$12.00 - $13.99
$14.00 - $15.99
$16.00 - $17.99
$18.00 - $19.99
Over $20.00
Not sure
Number of purchases reported
Avg. price of Silencers
CONFIDENTIAL 110
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Type of store where SILENCERS are purchased
Jan-Feb
2015 Jan-Feb
2014
Farm/Ranch Stores
General Sporting Goods
Gun shows or expos
Local shop
Mass Merchant
Outdoor Specialty Store
Printed Catalog
Used
Website
Other
Not sure
Number of purchases reported
CONFIDENTIAL 111
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Brand of STABILIZERS purchased
Jan-Feb
2015 Jan-Feb
2014
Apex
Bee Stinger
Cobra
Doinker
Fuse
Limb Saver/Sims
Mathews
N A P
Octane
Trophy Ridge
Tru-Glow
Vibracheck
Other
Not sure
Number of purchases reported
Cost of STABILIZERS purchased
Jan-Feb
2015 Jan-Feb
2014
$0.00 - $5.99
$6.00 - $9.99
$10.00 - $19.99
$20.00 - $29.99
$30.00 - $39.99
$40.00 - $49.99
Over $50.00
Not sure
Number of purchases reported
Avg. price of Stabilizers
CONFIDENTIAL 112
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Type of store where STABILIZERS are purchased
Jan-Feb
2015 Jan-Feb
2014
Farm/Ranch Stores
General Sporting Goods
Gun shows or expos
Local shop
Mass Merchant
Outdoor Specialty Store
Printed Catalog
Used
Website
Other
Not sure
Number of purchases reported
CONFIDENTIAL 113
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Brand of ARM GUARDS purchased
Jan-Feb
2015 Jan-Feb
2014
Allen
Bear
Buck Wing
Gander Mountain
Neet
Primos
Saunders
Tarantula
Vista
Other
Not sure
Number of purchases reported
Cost of ARM GUARDS purchased
Jan-Feb
2015 Jan-Feb
2014
$0.00 - $5.99
$6.00 - $9.99
$10.00 - $19.99
$20.00 - $29.99
$30.00 - $39.99
$40.00 - $49.99
Over $50.00
Not sure
Number of purchases reported
Avg. price of Arm Guards
Type of store where ARM GUARDS are purchased
Jan-Feb
2015 Jan-Feb
2014
Farm/Ranch Stores
General Sporting Goods
Gun shows or expos
Local shop
Mass Merchant
Outdoor Specialty Store
Printed Catalog
Used
Website
Other
Not sure
Number of purchases reported
CONFIDENTIAL 114
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Brand of QUIVERS purchased
Jan-Feb
2015 Jan-Feb
2014
Allen
Alpine
Apex
Archer Xtreme
Barnett
Bear
Bohning
Bow Tech
Diamond
Easton
Fuse
G5
Horton
Hoyt
Kwikee
Martin
Mathews
Neet
Octane
PSE
Rage
RedHead
Tightspot
Trophy Ridge
Tru-Glo
Other
Not sure
Number of purchases reported
Cost of QUIVERS purchased
Jan-Feb
2015 Jan-Feb
2014
$0.00 - $5.99
$6.00 - $9.99
$10.00 - $19.99
$20.00 - $29.99
$30.00 - $39.99
$40.00 - $49.99
Over $50.00
Not sure
Number of purchases reported
Avg. price of Quivers
CONFIDENTIAL 115
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Type of store where QUIVERS are purchased
Jan-Feb
2015 Jan-Feb
2014
Farm/Ranch Stores
General Sporting Goods
Gun shows or expos
Local shop
Mass Merchant
Outdoor Specialty Store
Printed Catalog
Used
Website
Other
Not sure
Number of purchases reported
CONFIDENTIAL 116
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Brand of RESTS purchased
Jan-Feb
2015 Jan-Feb
2014
Carolina Archery
Copper John
NAP
Octane
Qad/ Quality Archery
QuickTune
Ripcord
Trophy Ridge
Trophy Taker
Vapor Trail
Other
Not sure
Number of purchases reported
Cost of RESTS purchased
Jan-Feb
2015 Jan-Feb
2014
$0.00 - $19.99
$20.00 - $29.99
$30.00 - $39.99
$40.00 - $49.99
$50.00 - $59.99
$60.00 - $69.99
$70.00 - $79.99
$80.00 - $89.99
$90.00 - $99.99
Over $100.00
Not sure
Number of purchases reported
Avg. price of Rests
CONFIDENTIAL 117
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Type of store where RESTS are purchased
Jan-Feb
2015 Jan-Feb
2014
Farm/Ranch Stores
General Sporting Goods
Gun shows or expos
Local shop
Mass Merchant
Outdoor Specialty Store
Printed Catalog
Used
Website
Other
Not sure
Number of purchases reported
CONFIDENTIAL 118
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Brand of ARCHERY TARGETS purchased
Jan-Feb
2015 Jan-Feb
2014
Big Green Targets
Birchwood/Casey
Blackhole
Buck Commander
Buckmaster
Bulldog
Cabela’s
Champion
Delta
Drew
Game Winner
Gander Mountain
Glendel
Homemade
Hurricane
Martin Archery
McKenzie
Morrell
Paper Target
Redhead
Reinhart
Shooter Buck
The Block
Yellow Jacket
Other
Not sure
Number of purchases reported
CONFIDENTIAL 119
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Cost of ARCHERY TARGETS purchased
Jan-Feb
2015 Jan-Feb
2014
$0.00 - $24.99
$25.00 - $49.99
$50.00 - $99.99
$100.00 - $199.99
$200.00 - $399.99
$400.00 - $599.99
$600.00 - $799.99
$800.00 - $999.99
Over $1,000.00
Not sure
Number of purchases reported
Avg. price of Archery Targets
Type of store where ARCHERY TARGETS are purchased
Jan-Feb
2015 Jan-Feb
2014
Farm/Ranch Stores
General Sporting Goods
Gun shows or expos
Local shop
Mass Merchant
Outdoor Specialty Store
Printed Catalog
Used
Website
Other
Not sure
Number of purchases reported
CONFIDENTIAL 120
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Cost of STRINGS and ACCESSORIES purchased
Jan-Feb
2015 Jan-Feb
2014
$0.00 - $1.99
$2.00 - $3.99
$4.00 - $5.99
$6.00 - $7.99
$8.00 - $9.99
$10.00 - $11.99
$12.00 - $13.99
$14.00 - $15.99
$16.00 - $17.99
$18.00 - $19.99
Over $20.00
Not sure
Number of purchases reported
Avg. price of Strings and Accessories
Type of store where STRINGS and ACCESSORIES are purchased
Jan-Feb
2015 Jan-Feb
2014
Farm/Ranch Stores
General Sporting Goods
Gun shows or expos
Local shop
Mass Merchant
Outdoor Specialty Store
Printed Catalog
Used
Website
Other
Not sure
Number of purchases reported
CONFIDENTIAL 121
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Brand of BOW CASES purchased
Jan-Feb
2015 Jan-Feb
2014
Allen
Black Creek
Bowtech
Boyt
Cabela’s
Excaliber
Flambeau
Horton
Hoyt
Kolpin
Mathews
Plano (including BowGuard)
Primos
RedHead
SKB
Tarantula
Vanguard
Other
Not sure
Number of purchases reported
Cost of BOW CASES purchased
Jan-Feb
2015 Jan-Feb
2014
$0.00 - $1.99
$2.00 - $3.99
$4.00 - $5.99
$6.00 - $7.99
$8.00 - $9.99
$10.00 - $11.99
$12.00 - $13.99
$14.00 - $15.99
$16.00 - $17.99
$18.00 - $19.99
$20.00 - $49.99
$50.00 - $99.99
$100.00 - $149.00
$150.00 - $199.00
$200.00 or more
Not sure
Number of purchases reported
Avg. price of Bow Cases
*Price categories changed in 2015
CONFIDENTIAL 122
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Type of store where BOW CASES are purchased
Jan-Feb
2015 Jan-Feb
2014
Farm/Ranch Stores
General Sporting Goods
Gun shows or expos
Local shop
Mass Merchant
Outdoor Specialty Store
Printed Catalog
Used
Website
Other
Not sure
Number of purchases reported
CONFIDENTIAL 123
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Brand of ARCHERY SIGHTS purchased
Jan-Feb
2015 Jan-Feb
2014
Aimshot
Apex
Axcel
Black Gold
Cabela’s
Cobra
Copper John
Extreme
Field Logic
G5
HHA
Hind Sight
IQ Bow Sight
Octane
Pro Hunter
PSE
Schaffer
Spot Hogg
Sword
Toxonics
Trophy Ridge
TRU Ball
Truglo
Viper
Other
Not sure
Number of purchases reported
CONFIDENTIAL 124
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Cost of ARCHERY SIGHTS purchased
Jan-Feb
2015 Jan-Feb
2014
$0.00 - $19.99
$20.00 - $39.99
$40.00 - $59.99
$60.00 - $79.99
$80.00 - $99.99
$100.00 - $199.99
$200.00 - $499.99
Over $500.00
Not sure
Number of purchases reported
Avg. price of Archery Sights
Type of store where ARCHERY SIGHTS are purchased
Jan-Feb
2015 Jan-Feb
2014
Farm/Ranch Stores
General Sporting Goods
Gun shows or expos
Local shop
Mass Merchant
Outdoor Specialty Store
Printed Catalog
Used
Website
Other
Not sure
Number of purchases reported
CONFIDENTIAL 125
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Brand of BOW STANDS purchased
Jan-Feb
2015 Jan-Feb
2014
Ameristep
Big Game
Gorilla
Lone Wolf
Millennium
Primos
Rivers Edge
Summit
Treestand
Western
Other
Not sure
Number of purchases reported
Cost of BOW STANDS purchased
Jan-Feb
2015 Jan-Feb
2014
$0.00 - $4.99
$5.00 - $9.99
$10.00 - $19.99
$20.00 - $49.99
Over $50.00
Not sure
Number of purchases reported
Avg. price of Bow Stands
Type of store where BOW STANDS are purchased
Jan-Feb
2015 Jan-Feb
2014
Farm/Ranch Stores
General Sporting Goods
Gun shows or expos
Local shop
Mass Merchant
Outdoor Specialty Store
Printed Catalog
Used
Website
Other
Not sure
Number of purchases reported
CONFIDENTIAL 126
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
*Brand of NOCKS purchased
Jan-Feb
2015
Bohning
Carbon Express
Clean Shot
Easton
Gold Tip
Lumenok/ Burt Coyote
Nockturnal
Nufletch
Red Hot
Saunders
Other
Not sure
Number of purchases reported
*Cost of NOCKS purchased
Jan-Feb
2015 Jan-Feb
2014
$0.00 - $5.99
$6.00 - $9.99
$10.00 - $19.99
$20.00 - $29.99
$30.00 - $39.99
$40.00 - $49.99
Over $50.00
Not sure
Number of purchases reported
Avg. price of Nocks
CONFIDENTIAL 127
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
*Type of store where NOCKS are purchased
Jan-Feb
2015 Jan-Feb
2014
Farm/Ranch Stores
General Sporting Goods
Gun shows or expos
Local shop
Mass Merchant
Outdoor Specialty Store
Printed Catalog
Used
Website
Other
Not sure
Number of purchases reported
*Nocks is a new item in 2015
CONFIDENTIAL 128
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Hand Loading Purchases
Over X of all dies purchased are either X or X brand.
X of reloading bullet boxes purchased are X brand, and X% of all primer boxes purchased is X.
Age of Respondent Jan-Feb
2015 Jan-Feb
2014
18 to 24
25 to 34
35 to 44
45 to 54
55 to 64
65 and older
Gender of Respondent
Male
Female
Household Income
Under $10,000
$10,000 to $19,999
$20,000 to $29,999
$30,000 to $39,999
$40,000 to $49,999
$50,000 to $74,999
$75,000 to $99,999
$100,000 to $149,999
$150,000 to $199,999
$200,000 or more
Education Level
11 Years or Less
12 Years
1-3 Years of College
4 Years of College or More
I prefer not to say
Number of respondents
CONFIDENTIAL 129
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
HAND LOADING ITEMS survey respondents reported buying:
Jan-Feb
2015 Jan-Feb
2014
Dies
Reloading components (brass shell cases, bullets, primers, powder, shot shell hulls or wads, shot)
Reloading tools
Presses
Bullet molds
Number of respondents
Brand of PRESSES purchased
Jan-Feb
2015 Jan-Feb
2014
Dillon
Hornady
Lee Precision
Lyman
MEC
RCBS
Redding
Other
Not sure
Number of purchases reported
CONFIDENTIAL 130
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Cost of PRESSES purchased
Jan-Feb
2015 Jan-Feb
2014
$0.00 - $9.99
$10.00 - $19.99
$20.00 - $29.99
$30.00 - $39.99
$40.00 - $49.99
$50.00 - $74.99
$75.00 - $100.99
$100.00 - $249.99
$250.00 - $499.99
$500.00 or more
Not sure
Number of purchases reported
Avg. price of Presses
Type of store where PRESSES are purchased
Jan-Feb
2015 Jan-Feb
2014
Farm/Ranch Stores
General Sporting Goods
Gun shows or expos
Local shop
Mass Merchant
Outdoor Specialty Store
Printed Catalog
Used
Website
Other
Not sure
Number of purchases reported
CONFIDENTIAL 131
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Brand of DIES purchased
Jan-Feb
2015 Jan-Feb
2014
Dillon
Hornady
Lee Precision
Lyman
MEC
RCBS
Redding
Other
Not sure
Number of purchases reported
Cost of DIES purchased
Jan-Feb
2015 Jan-Feb
2014
$0.00 - $9.99
$10.00 - $19.99
$20.00 - $29.99
$30.00 - $39.99
$40.00 - $49.99
$50.00 - $74.99
$75.00 - $99.99
$100.00 or more
Not sure
Number of purchases reported
Avg. price of Dies
*Price categories changed in 2015 Type of store where DIES are purchased
Jan-Feb
2015 Jan-Feb
2014
Farm/Ranch Stores
General Sporting Goods
Gun shows or expos
Local shop
Mass Merchant
Outdoor Specialty Store
Printed Catalog
Used
Website
Other
Not sure
Number of purchases reported
CONFIDENTIAL 132
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Brand of RELOADING TOOLS and ACCESSORIES purchased
Jan-Feb
2015 Jan-Feb
2014 Format format
Cabela’s
Dillon
Federal
Forster
Hornady
Lee Precision
Lyman
MEC
RCBS
Redding
Other
Not sure
Number of purchases reported
Cost of RELOADING TOOLS and ACCESSORIES purchased
Jan-Feb
2015 Jan-Feb
2014
$0.00 - $5.99 6.2% 5.1%
$6.00 - $9.99 15.5% 8.5%
$10.00 - $19.99 12.1% 16.8%
$20.00 - $29.99 16.9% 15.5%
$30.00 - $39.99 7.7% 18.1%
$40.00 - $49.99 2.8% 7.7%
$50.00 or more 29.4% 22.8%
Not sure 9.4% 5.5%
Number of purchases reported N=251 N=193
Avg. price of Reloading Tools $28.81 $30.99
Type of store where RELOADING TOOLS and ACCESSORIES are purchased
Jan-Feb
2015 Jan-Feb
2014
Farm/Ranch Stores
General Sporting Goods
Gun shows or expos
Local shop
Mass Merchant
Outdoor Specialty Store
Printed Catalog
Used
Website
Other
Not sure
Number of purchases reported
CONFIDENTIAL 133
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
RELOADING COMPONENTS survey respondents reported buying:
Jan-Feb
2015 Jan-Feb
2014
Brass shell cases
Bullets
Primers
Powder
Shot shell hulls
Shot shell wads
Shot (lead and other)
Other
Number of purchases reported
CONFIDENTIAL 134
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Brand of BRASS SHELL CASES purchased
Jan-Feb
2015 Jan-Feb
2014
Barnes
Black Hills Shooter Supply
Federal
Hornady
Lake City
Lapua
Magtech
Norma
Nosler
Previously Fired/Mixed
Prvi Partizan
Remington
Sierra
Starline
Weatherby
Winchester
Other
Not sure
Number of purchases reported
Cost of BRASS SHELL CASES purchased
Jan-Feb
2015 Jan-Feb
2014
$0.00 - $5.99
$6.00 - $9.99
$10.00 - $19.99
$20.00 - $29.99
$30.00 - $39.99
$40.00 - $49.99
$50.00 or more
Not sure
Number of purchases reported
Avg. price of Brass Shell Cases
CONFIDENTIAL 135
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Type of store where BRASS SHELL CASES are purchased
Jan-Feb
2015 Jan-Feb
2014
Farm/Ranch Stores
General Sporting Goods
Gun shows or expos
Local shop
Mass Merchant
Outdoor Specialty Store
Printed Catalog
Used
Website
Other
Not sure
Number of purchases reported
Number of RELOADING BULLET boxes purchased
Jan-Feb
2015 Jan-Feb
2014
1
2
3
4
5 or more
Total
CONFIDENTIAL 136
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Brand, Cost, and Store for Reloading Bullets are presented as a market share by boxes purchased. See Methods section on Market Share by Quantity Purchased for more information. Brand of RELOADING BULLET purchased (boxes)
Jan-Feb
2015 Jan-Feb
2014
Armscor
Barnes
Berger
Berrys
Black Hills Shooter Supply
Federal
Hornady
Lake City
Lapua
Magnus
Magtech
Midway
Missouri Bullet Company
Montana
Norma
Nosler
Oregon Trail
Precision
Rainer
Remington
S&S
Sierra
Speer
Starline
Swift
Winchester
X-Treme
Zero
Other
Not sure
Number of purchases reported
CONFIDENTIAL 137
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Cost of RELOADING BULLET purchased (boxes)
Jan-Feb
2015 Jan-Feb
2014
$0.00 - $5.99
$6.00 - $9.99
$10.00 - $19.99
$20.00 - $29.99
$30.00 - $39.99
$40.00 - $49.99
$50.00 or more
Not sure
Number of purchases reported
Avg. price of Reloading Bullets
Type of store where RELOADING BULLET are purchased (boxes)
Jan-Feb
2015 Jan-Feb
2014
Farm/Ranch Stores
General Sporting Goods
Gun shows or expos
Local shop
Mass Merchant
Outdoor Specialty Store
Printed Catalog
Used
Website
Other
Not sure
Number of purchases reported
CONFIDENTIAL 138
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
*Number of boxes of RELOADING PRIMER purchased
Jan-Feb
2015 Jan-Feb
2014
1
2
3
4
5
6
7
8
9
10+
Number of purchases reported
*New table added in 2015
Brand, Cost, and Store for Reloading Primers are presented as a market share by boxes purchased. See Methods section on Market Share by Quantity Purchased for more information. Brand of RELOADING PRIMER purchased (boxes)
Jan-Feb
2015 Jan-Feb
2014
CCI
Federal
Magtech
Remington
Winchester
Other
Not sure
Number of purchases reported
Cost of RELOADING PRIMER purchased (boxes)
Jan-Feb
2015 Jan-Feb
2014
$0.00 - $5.99
$6.00 - $9.99
$10.00 - $19.99
$20.00 - $29.99
$30.00 - $39.99
$40.00 - $49.99
$50.00 or more
Not sure
Number of purchases reported
Avg. price of Reloading Primer
CONFIDENTIAL 139
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Type of store where RELOADING PRIMER are purchased (boxes)
Jan-Feb
2015 Jan-Feb
2014
Farm/Ranch Stores
General Sporting Goods
Gun shows or expos
Local shop
Mass Merchant
Outdoor Specialty Store
Printed Catalog
Used
Website
Other
Not sure
Number of purchases reported
CONFIDENTIAL 140
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Brand of RELOADING POWDER purchased
Jan-Feb
2015 Jan-Feb
2014
Accurate
Alliant
Hodgdon
IMR
Ramshot
Vhita Vouri
Winchester
Other
Not sure
Number of purchases reported
Cost of RELOADING POWDER purchased
Jan-Feb
2015 Jan-Feb
2014
$0.00 - $5.99
$6.00 - $9.99
$10.00 - $19.99
$20.00 - $29.99
$30.00 - $39.99
$40.00 - $49.99
$50.00 or more
Not sure
Number of purchases reported
Avg. price of Reloading Powder
Type of store where RELOADING POWDER are purchased
Jan-Feb
2015 Jan-Feb
2014
Farm/Ranch Stores
General Sporting Goods
Gun shows or expos
Local shop
Mass Merchant
Outdoor Specialty Store
Printed Catalog
Used
Website
Other
Not sure
Number of purchases reported
CONFIDENTIAL 141
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Brand of SHOT SHELL HULL purchased
Jan-Feb
2015 Jan-Feb
2014
Ballistic
Cheddite
Federal
Fiocchi
Remington
Winchester
Other
Not sure
Number of purchases reported
Cost of SHOT SHELL HULL purchased
Jan-Feb
2015 Jan-Feb
2014
$0.00 - $5.99
$6.00 - $9.99
$10.00 - $19.99
$20.00 - $29.99
$30.00 - $39.99
$40.00 - $49.99
$50.00 or more
Not sure
Number of purchases reported
Avg. price of Shot Shell Hulls
*Price categories changed in 2015 Type of store where SHOT SHELL HULL are purchased
Jan-Feb
2015 Jan-Feb
2014
Farm/Ranch Stores
General Sporting Goods
Gun shows or expos
Local shop
Mass Merchant
Outdoor Specialty Store
Printed Catalog
Used
Website
Other
Not sure
Number of purchases reported
CONFIDENTIAL 142
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Brand of SHOT SHELL WAD purchased
Jan-Feb
2015 Jan-Feb
2014
Ballistic
BlueBuster
BPI
Claybuster
Downranges
Duster
Federal
Remington
Winchester
Other
Not sure
Number of purchases reported
Cost of SHOT SHELL WAD purchased
Jan-Feb
2015 Jan-Feb
2014
$0.00 - $5.99
$6.00 - $9.99
$10.00 - $19.99
$20.00 - $29.99
$30.00 - $39.99
$40.00 - $49.99
$50.00 or more
Not sure
Number of purchases reported
Avg. price of Shot Shell Wads
Type of store where SHOT SHELL WAD are purchased
Jan-Feb
2015 Jan-Feb
2014
Farm/Ranch Stores
General Sporting Goods
Gun shows or expos
Local shop
Mass Merchant
Outdoor Specialty Store
Printed Catalog
Used
Website
Other
Not sure
Number of purchases reported
CONFIDENTIAL 143
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Brand of SHOT purchased
Jan-Feb
2015 Jan-Feb
2014
BPI
Claybuster
Eagle
Federal
Homemade
Hornady
Lawrence
North West
Reclaimed
Remington
Star
Welder
West Coast
Western Powders
Winchester
Other
Not sure
Number of purchases reported
Cost of SHOT purchased
Jan-Feb
2015 Jan-Feb
2014
$0.00 - $5.99
$6.00 - $9.99
$10.00 - $19.99
$20.00 - $29.99
$30.00 - $39.99
$40.00 - $49.99
$50.00 or more
Not sure
Number of purchases reported
Avg. price of Shot
CONFIDENTIAL 144
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Type of store where SHOT are purchased
Jan-Feb
2015 Jan-Feb
2014
Farm/Ranch Stores
General Sporting Goods
Gun shows or expos
Local shop
Mass Merchant
Outdoor Specialty Store
Printed Catalog
Used
Website
Other
Not sure
Number of purchases reported
CONFIDENTIAL 145
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Brand of BULLET MOLDS purchased
Jan-Feb
2015 Jan-Feb
2014
Davide Pedersoli
Lee
Lyman
Other
Not sure
Number of purchases reported
Cost of BULLET MOLDS purchased
Jan-Feb
2015 Jan-Feb
2014
$0.00 - $9.99
$10.00 - $19.99
$20.00 - $29.99
$30.00 - $39.99
$40.00 - $49.99
$50.00 - $74.99
$75.00 - $99.99
$100.00 or more
Not sure
Number of purchases reported
Avg. price of Bullet Molds
Type of store where BULLET MOLDS are purchased
Jan-Feb
2015 Jan-Feb
2014
Farm/Ranch Stores
General Sporting Goods
Gun shows or expos
Local shop
Mass Merchant
Outdoor Specialty Store
Printed Catalog
Used
Website
Other
Not sure
Number of purchases reported
CONFIDENTIAL 146
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Optics Purchases
Of all optics, nearly than X purchases were scopes, and of those most were for X rifles (X%).
X (X%) and X (X%) were the most popular scope brands.
Most scopes were purchased from X, and most scopes were purchased with the intent to X.
X and X are both popular binocular brand this time period with almost over X% of all binocular purchases each.
X is the most popular range finder, with over X% of all purchases.
Most X were purchased with the intent of being used for X.
Many optics products are purchased primarily through X.
Age of Respondent Jan-Feb
2015 Jan-Feb
2014
18 to 24
25 to 34
35 to 44
45 to 54
55 to 64
65 and older
Gender of Respondent
Male
Female
Household Income
Under $10,000
$10,000 to $19,999
$20,000 to $29,999
$30,000 to $39,999
$40,000 to $49,999
$50,000 to $74,999
$75,000 to $99,999
$100,000 to $149,999
$150,000 to $199,999
$200,000 or more
Education Level
11 Years or Less
12 Years
1-3 Years of College
4 Years of College or More
I prefer not to say
Number of respondents
CONFIDENTIAL 147
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
OPTICS ITEMS survey respondents reported buying:
Jan-Feb
2015 Jan-Feb
2014
Binoculars
Handheld laser rangefinders
Scope/Accessory mounts (rings and bases)
Scopes
Reflex/red dot sights
Laser sights
Boresighter
Red dot/tactical magnifier
Night vision/thermal imaging
Spotting scopes
Lens Covers
Number of respondents
CONFIDENTIAL 148
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Type of SCOPES purchased for
Jan-Feb
2015 Jan-Feb
2014
Traditional rifle
MSR rifle
Shotgun
Handgun
Muzzleloader
Air rifle/air gun
Other
Number of purchases reported
Brand of SCOPES purchased
Jan-Feb
2015 Jan-Feb
2014
Aeon
AimPoint
Alpen
Banner
Barnett
Barska
Burris
Bushnell
Cabela’s
Center Point
Crickett/Keystone
EOTech
Excalibur
Hawke
Hi-Lux
Huskemaw
Konus
Leapers
Leupold
Millett
Mueller
NcStar
Nightforce
Nikon
Osprey
Pentax
Redfield
Redhead
Sightmark
Sightron
Simmons
CONFIDENTIAL 149
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Swarovski
Swift
Tasco
Trijicon
TruGlo
Unertl
UTG
Vortex
Weaver
Yukon
Zeiss
Other
Not sure
Number of purchases reported
Cost of SCOPES purchased
Jan-Feb
2015 Jan-Feb
2014
$0.00 - $24.99
$25.00 - $49.99
$50.00 - $74.99
$75.00 - $99.99
$100.00 - $149.99
$150.00 - $199.99
$200.00 - $249.99
$250.00 - $299.99
$300.00 - $399.99
$400.00 - $599.99
$600.00 - $799.99
$800.00 - $999.99
$1000.00 or more
Not sure
Number of purchases reported
Avg. price of Scopes
*Price categories changed in 2015
CONFIDENTIAL 150
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Type of store where SCOPES are purchased
Jan-Feb
2015 Jan-Feb
2014
Farm/Ranch Stores
General Sporting Goods
Gun shows or expos
Local shop
Mass Merchant
Outdoor Specialty Store
Printed Catalog
Used (from individual)
Website
Other
Not sure
Number of purchases reported
*Primary purpose of SCOPES purchased
Jan-Feb
2015 Jan-Feb
2014
Hunting
Casual Shooting
Competitive Shooting
Self-Defense
Gift
Other
Number of purchases reported
*New table added in 2015
CONFIDENTIAL 151
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Brand of BINOCULARS purchased
Jan-Feb
2015 Jan-Feb
2014
Alpen
Barska
Bass Pro/RedHead
Brunton
Burris
Bushnell
Cabela’s
Emerson
Field & Stream
Konus
Leica
Leupold
Minox
Nikon
Pentax
Redfield
Sightron
Simmons
Steiner
Swarovski
Tasco
Vanguard
Vortex
Weaver
Zeiss
Zhumell
Other
Not sure
Number of purchases reported
CONFIDENTIAL 152
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Cost of BINOCULARS purchased
Jan-Feb
2015 Jan-Feb
2014
$0.00 - $24.99
$25.00 - $49.99
$50.00 - $74.99
$75.00 - $99.99
$100.00 - $149.99
$150.00 - $199.99
$200.00 - $299.99
$300.00 - $399.99
$400.00 - $599.99
$600.00 - $799.99
$800.00 - $999.99
$1000.00 or more
Not sure
Number of purchases reported
Avg. price of Binoculars
*Price categories changed in 2015 Type of store where BINOCULARS are purchased
Jan-Feb
2015 Jan-Feb
2014
Farm/Ranch Stores
General Sporting Goods
Gun shows or expos
Local shop
Mass Merchant
Outdoor Specialty Store
Printed Catalog
Used (from individual)
Website
Other
Not sure
Number of purchases reported
Primary purpose of BINOCULARS purchased
Jan-Feb
2015 Jan-Feb
2014
Hunting
Casual Shooting
Competitive Shooting
Self-Defense
Gift
Other
Number of purchases reported
CONFIDENTIAL 153
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Brand of SPOTTING SCOPES purchased
Jan-Feb
2015 Jan-Feb
2014
AIM
Alpen
Barska
BSA
Burris
Bushnell
Cabela’s
Celestron
Hawke
Konus
Kowa
Leupold
Meopta
Minox
NcSTAR
Nightforce
Nikon
Optolyth
Pentax
Redfield
Sightmark
Sightron
Simmons
Swarovski
Tasco
Vanguard
Vortex
Zeiss
Other
Not sure
Number of purchases reported
CONFIDENTIAL 154
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Cost of SPOTTING SCOPES purchased
Jan-Feb
2015 Jan-Feb
2014
$0.00 - $19.99
$20.00 - $29.99
$30.00 - $39.99
$40.00 - $49.99
$50.00 - $59.99
$60.00 - $74.99
$75.00 - $99.99
$100.00 - $199.99
$200.00 - $399.99
$400.00 - $599.99
$600.00 - $799.99
$800.00 - $999.99
$1,000.00 - $1,999.99
$2,000.00 - $2,999.99
$3,000.00 or more
Not sure
Number of purchases reported
Avg. price of Spotting Scopes
*Price categories changed in 2015 Type of store where SPOTTING SCOPES are purchased
Jan-Feb
2015 Jan-Feb
2014
Farm/Ranch Stores
General Sporting Goods
Gun shows or expos
Local shop
Mass Merchant
Outdoor Specialty Store
Printed Catalog
Used (from individual)
Website
Other
Not sure
Number of purchases reported
CONFIDENTIAL 155
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Primary purpose of SPOTTING SCOPES purchased
Jan-Feb
2015 Jan-Feb
2014
Hunting
Casual shooting
Competitive shooting
Self-defense
Collecting
Gift
Other
Number of purchases reported
CONFIDENTIAL 156
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Type of LASER RANGE FINDERS purchased
Jan-Feb
2015 Jan-Feb
2014
Binocular
Monocular
Number of purchases reported
Brand of LASER RANGE FINDERS purchased
Jan-Feb
2015 Jan-Feb
2014
Bushnell
Gunwerks/G7
Laser Technology (LTI)
Leica
Leupold
Newcon
Nikon
Opti-Logic
Redfield
Simmons
Steiner
Swarovski
Vortex
Wildgame Innovations/Halo
Zeiss
Other
Not sure
Number of purchases reported
CONFIDENTIAL 157
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Cost of LASER RANGE FINDERS purchased
Jan-Feb
2015 Jan-Feb
2014
$0.00 - $74.99
$75.00 - $99.99
$100.00 - $124.99
$125.00 - $149.99
$150.00 - $174.99
$175.00 - $199.99
$200.00 - $249.99
$250.00 - $299.99
$300.00 - $349.99
$350.00 - $399.99
$400.00 - $499.99
$500.00 - $749.99
$750.00 to $999.99
$1,000.00 - $1,999.99
$2,000.00 - $2,999.99
$3,000 or more
Not sure
Number of purchases reported
Avg. price of Range Finders
*Price categories changed in 2015 Type of store where LASER RANGE FINDERS are purchased
Jan-Feb
2015 Jan-Feb
2014
Farm/Ranch Stores
General Sporting Goods
Gun shows or expos
Local shop
Mass Merchant
Outdoor Specialty Store
Printed Catalog
Used (from individual)
Website
Other
Not sure
Number of purchases reported
CONFIDENTIAL 158
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Primary purpose of LASER RANGE FINDERS purchased
Jan-Feb
2015 Jan-Feb
2014
Hunting
Casual Shooting
Competitive Shooting
Self-Defense
Gift
Other
Number of purchases reported
CONFIDENTIAL 159
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Type of REFLEX/RED DOT SIGHTS purchased
Jan-Feb
2015 Jan-Feb
2014
Red Dot
Reflex
Other
Number of purchases reported
Brand of REFLEX/RED DOT SIGHTS purchased
Jan-Feb
2015 Jan-Feb
2014
Aimpoint
Barska
Bering Optics
Browning
BSA
Burris
Bushnell
EOTech
Leupold
NcSTAR
Redfield
Sightmark
Tasco
Trijicon
TruGlo
Ultra Dot
UTG/Leapers
Vortex
Williams
Other
Not sure
Number of purchases reported
CONFIDENTIAL 160
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Cost of REFLEX/RED DOT SIGHTS purchased
Jan-Feb
2015 Jan-Feb
2014
$0.00 - $19.99
$20.00 - $29.99
$30.00 - $39.99
$40.00 - $49.99
$50.00 - $59.99
$60.00 - $74.99
$75.00 - $99.99
$100.00 - $199.99
$200.00 - $399.99
$400.00 - $599.99
$600.00 - $799.99
$800.00 - $999.99
$1000.00 or more
Not sure
Number of purchases reported
Avg. price of Reflex/Red Dot Sights
Type of store where REFLEX/RED DOT SIGHTS are purchased
Jan-Feb
2015 Jan-Feb
2014
Farm/Ranch Stores
General Sporting Goods
Gun shows or expos
Local shop
Mass Merchant
Outdoor Specialty Store
Printed Catalog
Used (from individual)
Website
Other
Not sure
Number of purchases reported
Primary purpose of REFLEX/RED DOT SIGHTS purchased
Jan-Feb
2015 Jan-Feb
2014
Hunting
Casual Shooting
Competitive Shooting
Self-Defense
Gift
Other
Number of purchases reported
CONFIDENTIAL 161
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Type of firearm LASER SIGHTS purchased for
Jan-Feb
2015 Jan-Feb
2014
Handgun
Traditional Rifle
MSR Rifle
Shotgun
Other
Air Rifle/ Air Gun
Number of purchases reported
Brand of LASER SIGHTS purchased
Jan-Feb
2015 Jan-Feb
2014
Aimpoint
Aimshot
ArmaLaser
Barska
Beamshot
BSA
Centerpoint
Crimson Trace
Firefield
LaserLyte
LaserMax
NcSTAR
Sightmark
Streamlight
TruGlo
UTG
Viridian
Other
Not sure
Number of purchases reported
CONFIDENTIAL 162
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Cost of LASER SIGHTS purchased
Jan-Feb
2015 Jan-Feb
2014
$0.00 - $19.99
$20.00 - $29.99
$30.00 - $39.99
$40.00 - $49.99
$50.00 - $59.99
$60.00 - $74.99
$75.00 - $99.99
$100.00 - $199.99
$200.00 - $399.99
$400.00 - $599.99
$600.00 - $799.99
$800.00 - $999.99
$1000.00 or more
Not sure
Number of purchases reported
Avg. price of Laser Sights
Type of store where LASER SIGHTS are purchased
Jan-Feb
2015 Jan-Feb
2014
Farm/Ranch Stores
General Sporting Goods
Gun shows or expos
Local shop
Mass Merchant
Outdoor Specialty Store
Printed Catalog
Used (from individual)
Website
Other
Not sure
Number of purchases reported
Primary purpose of LASER SIGHTS purchased
Jan-Feb
2015 Jan-Feb
2014
Hunting
Casual Shooting
Competitive Shooting
Self-Defense
Gift
Other
Number of purchases reported
CONFIDENTIAL 163
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Brand of BORE SIGHTERS purchased
Jan-Feb
2015 Jan-Feb
2014
AimShot
BSA
Burris
Bushnell
Cabela’s
Center Point
Firefield
Guide Gear
Laserlyte
LaserMax
Leica
Leupold
NCStar
Nikon
Osprey
Pine Ridge
Sight-rite
SightMark
Simmons
Site Lite
Swift
Tasco
TruGlo
Weaver
Wheeler
Other
Not sure
Number of purchases reported
CONFIDENTIAL 164
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Cost of BORE SIGHTERS purchased
Jan-Feb
2015 Jan-Feb
2014
$0.00 - $19.99
$20.00 - $29.99
$30.00 - $39.99
$40.00 - $49.99
$50.00 - $59.99
$60.00 - $74.99
$75.00 - $99.99
$100.00 - $199.99
$200.00 - $299.99
$300.00 or more
Not sure
Number of purchases reported
Avg. price of Bore Sighters
Type of store where BORE SIGHTERS are purchased
Jan-Feb
2015 Jan-Feb
2014
Farm/Ranch Stores
General Sporting Goods
Gun shows or expos
Local shop
Mass Merchant
Outdoor Specialty Store
Printed Catalog
Used (from individual)
Website
Other
Not sure
Number of purchases reported
CONFIDENTIAL 165
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Type of firearm RED DOT/TACTICAL MAGNIFIERS purchased for
Jan-Feb
2015 Jan-Feb
2014
MSR rifle
Traditional Rifle
Handgun
Shotgun
Other
Number of purchases reported
Brand of RED DOT/TACTICAL MAGNIFIERS purchased
Jan-Feb
2015 Jan-Feb
2014
Aimpoint
Barska
Burris
EO Tech
Firefield
Leapers/UTG
NcSTAR
Sightmark
Vortex
Other
Not sure
Number of purchases reported
CONFIDENTIAL 166
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Cost of RED DOT/TACTICAL MAGNIFIERS purchased
Jan-Feb
2015 Jan-Feb
2014
$0.00 - $24.99
$25.00 - $49.99
$50.00 - $74.99
$75.00 - $99.99
$100.00 - $124.99
$125.00 - $149.99
$150.00 - $199.99
$200.00 - $299.99
$300.00 - $399.99
$400.00 - $499.99
$500.00 or more
Not sure
Number of purchases reported
Avg. price of Magnifiers
Type of store where RED DOT/TACTICAL MAGNIFIERS are purchased
Jan-Feb
2015 Jan-Feb
2014
Farm/Ranch Stores
General Sporting Goods
Gun shows or expos
Local shop
Mass Merchant
Outdoor Specialty Store
Printed Catalog
Used (from individual)
Website
Other
Not sure
Number of purchases reported
Primary purpose of RED DOT/TACTICAL MAGNIFIERS purchased
Jan-Feb
2015 Jan-Feb
2014
Hunting
Casual Shooting
Competitive Shooting
Self-Defense
Gift
Other
Number of purchases reported
CONFIDENTIAL 167
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Cost of LENS COVERS purchased
Jan-Feb
2015 Jan-Feb
2014
$0.00 - $19.99
$20.00 - $29.99
$30.00 - $39.99
$40.00 - $49.99
$50.00 - $59.99
$60.00 - $74.99
$75.00 - $99.99
$100.00 - $199.99
$200.00 - $399.99
$400.00 - $599.99
$600.00 - $799.99
$800.00 - $999.99
$1,000.00 - $1,999.99
$2,000.00 - $2,999.99
$3,000.00 or more
Not sure
Number of purchases reported
Avg. price of Lens Covers
*Price categories changed in 2015 Type of store where LENS COVERS are purchased
Jan-Feb
2015 Jan-Feb
2014
Farm/Ranch Stores
General Sporting Goods
Gun shows or expos
Local shop
Mass Merchant
Outdoor Specialty Store
Printed Catalog
Used
Website
Other
Not sure
Number of purchases reported
CONFIDENTIAL 168
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
*Type of firearm SCOPE MOUNTS purchased for
Jan-Feb
2015 Jan-Feb
2014
Traditional rifle
MSR rifle
Shotgun
Handgun
Muzzleloader
Air rifle/air gun
Other
Number of purchases reported
*New table added in 2015 *Type of SCOPE MOUNTS purchased
Jan-Feb
2015 Jan-Feb
2014
Scope mount
Light/laser mount
Accessory mount
Number of purchases reported
*New table added in 2015
CONFIDENTIAL 169
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Brand of SCOPE MOUNTS purchased
Jan-Feb
2015 Jan-Feb
2014
Aimpoint
Aimtech
ARMS
B Square
BKL
Blackhawk
Burris
DNZ Products
Excalibur
Gamo
LaRue
Leupold
Marlin
Millett
NcStar
Nikon
Redfield
RWS
Talley
TAPCO
Truglo
Warne
Weaver
Wheeler Engineering
Yankee Hill
Other
Not sure
Number of purchases reported
CONFIDENTIAL 170
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Cost of SCOPE MOUNTS purchased
Jan-Feb
2015 Jan-Feb
2014
$0.00 - $1.99
$2.00 - $3.99
$4.00 - $5.99
$6.00 - $7.99
$8.00 - $9.99
$10.00 - $14.99
$15.00 - $19.99
$20.00 - $24.99
$25.00 - $29.99
$30.00 - $39.99
$40.00 - $49.99
$50.00 - $74.99
$75.00 - $99.99
$200.00 - $249.99
$250.00 - $299.99
$300 or more
Not sure
Number of purchases reported
Avg. price of Scope Mounts
*In 2014, 31.9% of respondents answered $50.00 or more Type of store where SCOPE MOUNTS are purchased
Jan-Feb
2015 Jan-Feb
2014
Farm/Ranch Stores
General Sporting Goods
Gun shows or expos
Local shop
Mass Merchant
Outdoor Specialty Store
Printed Catalog
Used (from individual)
Website
Other
Not sure
Number of purchases reported
CONFIDENTIAL 171
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
*Primary purpose of SCOPE MOUNTS purchased
Jan-Feb
2015 Jan-Feb
2014
Hunting
Casual Shooting
Competitive Shooting
Self-Defense
Gift
Other
Number of purchases reported
*New table added in 2015
CONFIDENTIAL 172
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
*Type of NIGHT VISION/THERMAL IMAGING purchased
Jan-Feb
2015 Jan-Feb
2014
Monocular/Binocular
Scope
Goggles
Other
Number of purchases reported
*New table added in 2015 Brand of NIGHT VISION/THERMAL IMAGING purchased
Jan-Feb
2015 Jan-Feb
2014
Armasight
ATN
Bering Optics
Bushnell
Carson
EOtech
FLIR
iGen
ITT
Morovision
Night Owl
Nights Optics
OPMOD
Pulsar
Sightmark
Yukon
Other
Not sure
Number of purchases reported
CONFIDENTIAL 173
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Cost of NIGHT VISION/THERMAL IMAGING purchased
Jan-Feb
2015 Jan-Feb
2014
$0.00 - $24.99
$25.00 - $49.99
$50.00 - $74.99
$75.00 - $99.99
$100.00 - $124.99
$125.00 - $149.99
$150.00 - $199.99
$200.00 - $299.99
$300.00 - $399.99
$400.00 - $499.99
$500.00 - 599.99
$600.00 - $699.99
$700.00 - $799.99
$800.00 - $899.99
$900.00 - $999.99
$1000.00 - $1499.99
$1500.00 - $1999.99
$2000.00 - $2499.99
$2500.00 or more
Not sure
Number of purchases reported
Avg. price of Nightvision/Thermal Imaging
Type of store where NIGHT VISION/THERMAL IMAGING are purchased
Jan-Feb
2015 Jan-Feb
2014
Farm/Ranch Stores
General Sporting Goods
Gun shows or expos
Local shop
Mass Merchant
Outdoor Specialty Store
Printed Catalog
Used (from individual)
Website
Other
Not sure
Number of purchases reported
CONFIDENTIAL 174
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
*Primary purpose of NIGHT VISION/THERMAL IMAGING purchased
Jan-Feb
2015 Jan-Feb
2014
Hunting
Casual Shooting
Competitive Shooting
Self-Defense
Gift
Other
Number of purchases reported
*New table added in 2015
CONFIDENTIAL 175
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Hunting Apparel Purchases
X are the most popular purchased clothing item this winter with X% of all purchasers.
X and X are the most popular camouflage pattern brands.
X and X are the most popular manufacturer brand of camouflage clothing.
X and X are the most popular store type for most hunting apparel items.
Age of Respondent Jan-Feb
2015 Jan-Feb
2014
18 to 24
25 to 34
35 to 44
45 to 54
55 to 64
65 and older
Gender of Respondent
Male
Female
Household Income
Under $10,000
$10,000 to $19,999
$20,000 to $29,999
$30,000 to $39,999
$40,000 to $49,999
$50,000 to $74,999
$75,000 to $99,999
$100,000 to $149,999
$150,000 to $199,999
$200,000 or more
Education Level
11 Years or Less
12 Years
1-3 Years of College
4 Years of College or More
I prefer not to say
Number of respondents
CONFIDENTIAL 176
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
HUNTING APPAREL ITEMS survey respondents reported buying:
Jan-Feb
2015 Jan-Feb
2014
Shirts
Pants/bibs/overalls
Jackets/coats
Vests
Boots
Head Gear
Gloves
Undergarments or thermal underwear
Coveralls
Hunting Socks
Waders
Backpack/waist pack/duffle
Number of respondents
*These apparel items were combined in 2014
CONFIDENTIAL 177
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
*Was this a blaze orange or camouflage SHIRT?
Jan-Feb
2015 Jan-Feb
2014
Blaze orange
Camouflage pattern
Neither
Number of purchases reported
*New table added in 2015 *Camouflage pattern brand of SHIRTS purchased
Jan-Feb
2015 Jan-Feb
2014
Ameristep
Badlands
Cabela’s brand
CamoWest
Delta
Farmland
Kings
Kryptek
Mossy Oak
MultiCam
Naked North
Natural Gear
OptiFade/W L Gore
Predator
Realtree
True Timber
Vertigo
Other
Not sure
Number of purchases reported
*New table added in 2015
CONFIDENTIAL 178
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
*Brand of SHIRTS purchased
Jan-Feb
2015 Jan-Feb
2014
Ameristep
Badlands
Bass Pro/Redhead
Boyt
Browning
Buckmasters
Cabela’s
CamoWest
Columbia
Delta
Duluth
Farmland
Filson
Game Winner
Gamehide
Gander Mountain
Kings
Kryptek
L L Bean
Mossy Oak
MultiCam
Naked North
Natural Gear
Orvis
Predator
Primos
Remington
Scent Blocker
Scent Lock
Sitka
True Timber
Under Armour
Vertigo
Walls
Other
Not sure
Number of purchases reported
*New table added in 2015
CONFIDENTIAL 179
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
*Cost of SHIRTS purchased
Jan-Feb
2015 Jan-Feb
2014
$0.00 - $19.99
$20.00 - $29.99
$30.00 - $39.99
$40.00 - $49.99
$50.00 - $59.99
$60.00 - $69.99
$70.00 - $79.99
$80.00 - $89.99
$90.00 - $99.99
$100.00 or more
Not sure
Number of purchases reported
Avg. price of Shirts
*New table added in 2015 *Type of store where SHIRTS are purchased
Jan-Feb
2015 Jan-Feb
2014
Farm/Ranch Stores
General Sporting Goods
Gun shows or expos
Local shop
Mass Merchant
Outdoor Specialty Store
Printed Catalog
Used (from individual)
Website
Other
Not sure
Number of purchases reported
*New table added in 2015
CONFIDENTIAL 180
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
*Were these blaze orange or camouflage HUNTING PANTS/BIBS/OVERALLS?
Jan-Feb
2015 Jan-Feb
2014
Blaze orange
Camouflage pattern
Neither
Number of purchases reported
*New table added in 2015 *Camouflage pattern brand of HUNTING PANTS/BIBS/OVERALLS purchased
Jan-Feb
2015 Jan-Feb
2014
Ameristep
Badlands
Cabela’s brand
CamoWest
Delta
Farmland
Kings
Kryptek
Mossy Oak
MultiCam
Naked North
Natural Gear
OptiFade/W L Gore
Predator
Realtree
True Timber
Vertigo
Other
Not sure
Number of purchases reported
*New table added in 2015
CONFIDENTIAL 181
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
*Brand of HUNTING PANTS/BIBS/OVERALLS purchased
Jan-Feb
2015 Jan-Feb
2014
Ameristep
Badlands
Bass Pro/Redhead
Boyt
Browning
Buckmasters
Cabela’s
CamoWest
Columbia
Delta
Duluth
Farmland
Filson
Game Winner
Gamehide
Gander Mountain
Kings
Kryptek
L L Bean
Mossy Oak
MultiCam
Naked North
Natural Gear
Orvis
Predator
Primos
Remington
Scent Blocker
Scent Lock
Sitka
True Timber
Under Armour
Vertigo
Walls
Other
Not sure
Number of purchases reported
*New table added in 2015
CONFIDENTIAL 182
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
*Cost of HUNTING PANTS/BIBS/OVERALLS purchased
Jan-Feb
2015 Jan-Feb
2014
$0.00 - $19.99
$20.00 - $39.99
$40.00 - $59.99
$60.00 - $79.99
$80.00 - $99.99
$100.00 - $149.99
$150.00 - $199.99
$200.00 or more
Not sure
Number of purchases reported
Avg. price of Pants
*New table added in 2015 *Type of store where HUNTING PANTS/BIBS/OVERALLS are purchased
Jan-Feb
2015 Jan-Feb
2014
Farm/Ranch Stores
General Sporting Goods
Gun shows or expos
Local shop
Mass Merchant
Outdoor Specialty Store
Printed Catalog
Used (from individual)
Website
Other
Not sure
Number of purchases reported
*New table added in 2015
CONFIDENTIAL 183
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
*Was this a blaze orange or camouflage JACKET?
Jan-Feb
2015 Jan-Feb
2014
Blaze orange
Camouflage pattern
Neither
Number of purchases reported
*New table added in 2015 *Camouflage pattern brand of JACKETS purchased
Jan-Feb
2015 Jan-Feb
2014
Ameristep
Badlands
Cabela’s brand
CamoWest
Delta
Farmland
Kings
Kryptek
Mossy Oak
MultiCam
Naked North
Natural Gear
OptiFade/W L Gore
Predator
Realtree
True Timber
Vertigo
Other
Not sure
Number of purchases reported
*New table added in 2015
CONFIDENTIAL 184
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
*Brand of JACKETS purchased
Jan-Feb
2015 Jan-Feb
2014
Ameristep
Badlands
Bass Pro/Redhead
Boyt
Browning
Buckmasters
Cabela’s
CamoWest
Columbia
Delta
Duluth
Farmland
Filson
Game Winner
Gamehide
Gander Mountain
Kings
Kryptek
L L Bean
Mossy Oak
MultiCam
Naked North
Natural Gear
Orvis
Predator
Primos
Remington
Scent Blocker
Scent Lock
Sitka
True Timber
Under Armour
Vertigo
Walls
Other
Not sure
Number of purchases reported
*New table added in 2015
CONFIDENTIAL 185
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
*Cost of JACKETS purchased
Jan-Feb
2015 Jan-Feb
2014
$0.00 - $19.99
$20.00 - $29.99
$30.00 - $39.99
$40.00 - $49.99
$50.00 - $59.99
$60.00 - $69.99
$70.00 - $79.99
$80.00 - $89.99
$90.00 - $99.99
$100.00 - $124.99
$125.00 - $149.99
$150.00 - $174.99
$175.00 - $199.99
$200.00 or more
Not sure
Number of purchases reported
Avg. price of Jackets
*New table added in 2015 *Type of store where JACKETS are purchased
Jan-Feb
2015 Jan-Feb
2014
Farm/Ranch Stores
General Sporting Goods
Gun shows or expos
Local shop
Mass Merchant
Outdoor Specialty Store
Printed Catalog
Used (from individual)
Website
Other
Not sure
Number of purchases reported
*New table added in 2015
CONFIDENTIAL 186
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
*Was this a blaze orange or camouflage VEST?
Jan-Feb
2015 Jan-Feb
2014
Blaze orange
Camouflage pattern
Neither
Number of purchases reported
*New table added in 2015 *Camouflage pattern brand of VESTS purchased
Jan-Feb
2015 Jan-Feb
2014
Ameristep
Badlands
Cabela’s brand
CamoWest
Delta
Farmland
Kings
Kryptek
Mossy Oak
MultiCam
Naked North
Natural Gear
OptiFade/W L Gore
Predator
Realtree
True Timber
Vertigo
Other
Not sure
Number of purchases reported
*New table added in 2015
CONFIDENTIAL 187
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Brand of VESTS purchased
Jan-Feb
2015 Jan-Feb
2014
5.11
Ameristep
Badlands
Bass Pro/Redhead
Boyt
Browning
Buckmasters
Cabela’s
CamoWest
Columbia
Delta
Duluth
Farmland
Filson
Game Winner
Gamehide
Gander Mountain
Kings
Kryptek
L L Bean
Mossy Oak
MultiCam
Naked North
Natural Gear
Orvis
Predator
Primos
Remington
Scent Blocker
Scentlok
Sitka
True Timber
Under Armour
Vertigo
Walls
Other
Not sure
Number of purchases reported
CONFIDENTIAL 188
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Cost of VESTS purchased
Jan-Feb
2015 Jan-Feb
2014
$0.00 - $19.99
$20.00 - $29.99
$30.00 - $39.99
$40.00 - $49.99
$50.00 - $59.99
$60.00 - $69.99
$70.00 - $79.99
$80.00 - $89.99
$90.00 - $99.99
$100.00 or more
Not sure
Number of purchases reported
Avg. price of Vests
Type of store where VESTS are purchased
Jan-Feb
2015 Jan-Feb
2014
Farm/Ranch Stores
General Sporting Goods
Gun shows or expos
Local shop
Mass Merchant
Outdoor Specialty Store
Printed Catalog
Used (from individual)
Website
Other
Not sure
Number of purchases reported
CONFIDENTIAL 189
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
*Was this blaze orange or camouflage HEADGEAR?
Jan-Feb
2015 Jan-Feb
2014
Blaze orange
Camouflage pattern
Neither
Number of purchases reported
*New table added in 2015 *Camouflage pattern brand of HEADGEAR purchased
Jan-Feb
2015 Jan-Feb
2014
Ameristep
Badlands
Cabela’s brand
CamoWest
Delta
Farmland
Kings
Kryptek
Mossy Oak
MultiCam
Naked North
Natural Gear
Predator
Realtree
True Timber
Vertigo
OptiFade/W L Gore
Other
Not sure
Number of purchases reported
*New table added in 2015
CONFIDENTIAL 190
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Brand of HEADGEAR purchased
Jan-Feb
2015 Jan-Feb
2014
Ameristep
Badlands
Bass Pro/Redhead
Boyt
Browning
Buckmasters
Cabela’s
CamoWest
Columbia
Delta
Duluth
Farmland
Filson
Game Winner
Gamehide
Gander Mountain
Kings
Kryptek
L L Bean
Mossy Oak
MultiCam
Naked North
Natural Gear
Orvis
Predator
Primos
Remington
Scent Blocker
Scentlok
Sitka
True Timber
Under Armour
Vertigo
Walls
Other
Not sure
Number of purchases reported
CONFIDENTIAL 191
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Cost of HEADGEAR purchased
Jan-Feb
2015 Jan-Feb
2014
$0.00 - $19.99
$20.00 - $29.99
$30.00 - $39.99
$40.00 - $49.99
$50.00 - $59.99
$60.00 - $69.99
$70.00 - $79.99
$80.00 - $89.99
$90.00 - $99.99
$100.00 or more
Not sure
Number of purchases reported
Avg. price of Headgear
*Price categories changed in 2015 Type of store where HEADGEAR are purchased
Jan-Feb
2015 Jan-Feb
2014
Farm/Ranch Stores
General Sporting Goods
Gun shows or expos
Local shop
Mass Merchant
Outdoor Specialty Store
Printed Catalog
Used (from individual)
Website
Other
Not sure
Number of purchases reported
*Were these blaze orange or camouflage COVERALLS?
Jan-Feb
2015 Jan-Feb
2014
Blaze orange
Camouflage pattern
Neither
Number of purchases reported
*New table added in 2015
CONFIDENTIAL 192
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
*Brand of COVERALLS purchased
Jan-Feb
2015 Jan-Feb
2014
Ameristep
Badlands
Bass Pro/Redhead
Boyt
Browning
Buckmasters
Cabela’s
CamoWest
Columbia
Delta
Duluth
Farmland
Filson
Game Winner
Gamehide
Gander Mountain
Kings
Kryptek
L L Bean
Mossy Oak
MultiCam
Naked North
Natural Gear
Orvis
Predator
Primos
Remington
Scent Blocker
Scentlok
Sitka
True Timber
Under Armour
Vertigo
Walls
Other
Not sure
Number of purchases reported
*New table added in 2015
CONFIDENTIAL 193
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Cost of COVERALLS purchased
Jan-Feb
2015 Jan-Feb
2014
$0.00 - $49.99
$50.00 - $99.99
$100.00 - $149.99
$150.00 - $199.99
$200.00 - $249.99
$250.00 or more
Not sure
Number of purchases reported
Avg. price of Coveralls
*Price categories changed in 2015 Type of store where COVERALLS are purchased
Jan-Feb
2015 Jan-Feb
2014
Farm/Ranch Stores
General Sporting Goods
Gun shows or expos
Local shop
Mass Merchant
Outdoor Specialty Store
Printed Catalog
Used (from individual)
Website
Other
Not sure
Number of purchases reported
CONFIDENTIAL 194
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Cost of GLOVES purchased
Jan-Feb
2015 Jan-Feb
2014
$0.00 - $19.99
$20.00 - $39.99
$40.00 - $59.99
$60.00 - $79.99
$80.00 - $99.99
$100.00 or more
Not sure
Number of purchases reported
Avg. price of Gloves
*Price categories changed in 2015 Type of store where GLOVES are purchased
Jan-Feb
2015 Jan-Feb
2014
Farm/Ranch Stores
General Sporting Goods
Gun shows or expos
Local shop
Mass Merchant
Outdoor Specialty Store
Printed Catalog
Used (from individual)
Website
Other
Not sure
Number of purchases reported
CONFIDENTIAL 195
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Brand of BOOTS purchased
Jan-Feb
2015 Jan-Feb
2014
Bogs
Brahma
Browning
Cabela’s
Columbia
Dan Post
Danner
Field & Stream
Game Winner
Golden Retriever
Guide Gear
Herman Survivors
Irish Setter
ITASCA
Justin
Keen
Kenetrek
Lacrosse
LL Bean
Magnum
Merrell
Muck
Red Wing
Redhead
Rocky
Scent Blocker
Timberland
Under Armour
Wolverine
Other
Not sure
Number of purchases reported
CONFIDENTIAL 196
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Cost of BOOTS purchased
Jan-Feb 2015
Jan-Feb 2014
$0 - $29.99
$30.00 - $39.99
$40.00 - $49.99
$50.00 - $59.99
$60.00 - $69.99
$70.00 - $79.99
$80.00 - $89.99
$90.00 - $99.99
$100.00 - $149.99
$150.00 - $199.99
$200.00 - $249.99
$250.00 - $299.99
$300.00 - $349.99
$350.00 - $399.99
$400.00 - $449.99
$450.00 - $499.99
Over $500.00
Not sure
Number of purchases reported
Avg. price of Boots
*Price categories changed in 2015 Type of store where BOOTS are purchased
Jan-Feb 2015
Jan-Feb 2014
Farm/Ranch Stores
General Sporting Goods
Gun shows or expos
Local shop
Mass Merchant
Outdoor Specialty Store
Printed Catalog
Used (from individual)
Website
Other
Not sure
Number of purchases reported
CONFIDENTIAL 197
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
*Type of BACKPACKS/WAIST PACKS/DUFFLES purchased
Jan-Feb 2015
Jan-Feb 2014
Backpack
Waist pack
Duffle
Other
Number of purchases reported
*New table added in 2015 Brand of BACKPACKS/WAIST PACKS/DUFFLES purchased
Jan-Feb 2015
Jan-Feb 2014
Alps
Avery
Badlands
Blacks Creek
Browning
Cabela’s
CamelBak
Eberlestock
Fieldline
Game Guard
Horn Hunter
Hunters Specialties
Osprey
R E I brand
RedHead/Bass Pro
Sitka
Timber Ridge
Trekker
Under Armour
Other
Not sure
Number of purchases reported
CONFIDENTIAL 198
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Cost of BACKPACKS/WAIST PACKS/DUFFLES purchased
Jan-Feb 2015
Jan-Feb 2014
$0.00 - $19.99
$20.00 - $29.99
$30.00 - $39.99
$40.00 - $49.99
$50.00 - $59.99
$60.00 - $69.99
$70.00 - $79.99
$80.00 - $89.99
$90.00 - $99.99
$100.00 or more
Not sure
Number of purchases reported
Avg. price of Hunting Backpacks
Type of store where BACKPACKS/WAIST PACKS/DUFFLES are purchased
Jan-Feb 2015
Jan-Feb 2014
Farm/Ranch Stores
General Sporting Goods
Gun shows or expos
Local shop
Mass Merchant
Outdoor Specialty Store
Printed Catalog
Used (from individual)
Website
Other
Not sure
Number of purchases reported
CONFIDENTIAL 199
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Hunting Gear and Supplies Purchases
X decoys are the most purchased type of decoy this time period with over X of all decoy purchases.
X (X%) and X (X%) are the most popular hunting knife styles.
X% of all tree stands purchased are X brand.
More than X% of blinds purchased are X blinds.
X (X%) and X (X%) are the most popular trail cameras this period.
Age of Respondent Jan-Feb
2015 Jan-Feb
2014
18 to 24
25 to 34
35 to 44
45 to 54
55 to 64
65 and older
Gender of Respondent
Male
Female
Household Income
Under $10,000
$10,000 to $19,999
$20,000 to $29,999
$30,000 to $39,999
$40,000 to $49,999
$50,000 to $74,999
$75,000 to $99,999
$100,000 to $149,999
$150,000 to $199,999
$200,000 or more
Education Level
11 Years or Less
12 Years
1-3 Years of College
4 Years of College or More
I prefer not to say
Number of respondents
CONFIDENTIAL 200
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
HUNTING GEAR AND SUPPLIES survey respondents reported buying:
Jan-Feb 2015
Jan-Feb 2014
Game calls
Decoys
GPS device
Two-way radio
Food plot seed
Game cleaning supplies
Game feeder
Game feed
Lure scent
Odor eliminator
Cover scent
Tree stands, ladders, towers
Hunting knives/multitools
Blinds
Trail cameras/Game cameras
Game coolers (specialized for meat/game)
Lighting
Number of respondents
CONFIDENTIAL 201
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Type of DECOYS purchased
Jan-Feb 2015
Jan-Feb 2014
Waterfowl
Turkey
Upland game (including crow)
Big game
Small game
Predator
Other
Number of purchases reported
CONFIDENTIAL 202
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Brand of DECOYS purchased
Jan-Feb 2015
Jan-Feb 2014
Avery
Bass Pro Shops/Redhead
Big Foot
Cabela’s
Carry-Lite
Dakota
Edge
Featherlite
Final Approach
Flambeau
Flextone
Greenhead
Hard Core
Higdon
Hunters Specialties
Mojo
Montana
Primos
Renzo
Zink
Other
Not sure
Number of purchases reported
CONFIDENTIAL 203
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Cost of DECOYS purchased
Jan-Feb 2015
Jan-Feb 2014
$0 - $4.99
$5.00 - $9.99
$10.00 - $14.99
$15.00 - $19.99
$20.00 - $29.99
$30.00 - $39.99
$40.00 - $49.99
$50.00 - $59.99
$60.00 - $69.99
$70.00 - $79.99
$80.00 - $89.99
$90.00 - $99.99
$100.00 - $149.99
$150.00 or more
Not sure
Number of purchases reported
Avg. price of Decoys
*Price categories changed in 2015 Type of store where DECOYS are purchased
Jan-Feb 2015
Jan-Feb 2014
Farm/Ranch Stores
General Sporting Goods
Gun shows or expos
Local shop
Mass Merchant
Outdoor Specialty Store
Printed Catalog
Used (from individual)
Website
Other
Not sure
Number of purchases reported
CONFIDENTIAL 204
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Type of GAME CALLS purchased
Jan-Feb 2015
Jan-Feb 2014
Waterfowl
Upland game (including crow)
Turkey
Big game
Small game
Predator
Accessories (Lanyard, reeds, replacement parts)
Other
Number of purchases reported
Digital or manual GAME CALLS purchased
Jan-Feb 2015
Jan-Feb 2014
Digital/Electronic
Manual
Number of purchases reported
CONFIDENTIAL 205
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Brand of GAME CALLS purchased
Jan-Feb 2015
Jan-Feb 2014
Big River
Buck Gardner
Carlton
Cass Creek
Custom/Handmade
Down N Dirty
Duck Commander
E L K , Inc
Echo
Expedite
Extreme Dimension
Faulks
Flextone
Foiles
Fox Pro
Gooserbat
H S Strut
Haydel
Hunters Specialties
ICOtech
Illusions
Johnny Stewart
Knight & Hale
Lohman
Lynch
MAD
Nature’s Voice
Primos
Quaker Boy
Redhead
Rich n Tone
Sean Mann
Tim Grounds
Toxic
Western Rivers
Woodhaven
Zink
Other
Not sure
Number of purchases reported
CONFIDENTIAL 206
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Cost of GAME CALLS purchased
Jan-Feb 2015
Jan-Feb 2014
$0 - $4.99
$5.00 - $9.99
$10.00 - $14.99
$15.00 - $19.99
$20.00 - $29.99
$30.00 - $39.99
$40.00 - $49.99
$50.00 - $59.99
$60.00 - $69.99
$70.00 - $79.99
$80.00 - $89.99
$90.00 - $99.99
$100.00 - $149.99
$150.00 - $199.99
$200.00 - $299.99
$300.00 - $399.99
$400.00 - $499.99
Over $500.00
Not sure
Number of purchases reported
Avg. price of Game Calls
*Price categories changed in 2015 Type of store where GAME CALLS are purchased
Jan-Feb 2015
Jan-Feb 2014
Farm/Ranch Stores
General Sporting Goods
Gun shows or expos
Local shop
Mass Merchant
Outdoor Specialty Store
Printed Catalog
Used (from individual)
Website
Other
Not sure
Number of purchases reported
CONFIDENTIAL 207
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
*Brand of GPS DEVICE purchased
Jan-Feb 2015
Jan-Feb 2014
Apisphere
Cobra
Garmin
Lowrance
Magellan (including Explorist)
Motorola
Navman
Oregon Scientific
Panasonic
Summit
TomTom
Other
Not sure
Number of purchases reported
*Table changed in 2015 *Cost of GPS DEVICE purchased
Jan-Feb 2015
Jan-Feb 2014
$0.00 - $9.99
$10.00 - $19.99
$20.00 - $29.99
$30.00 - $34.99
$35.00 - $39.99
$40.00 - $44.99
$45.00 - $49.99
$50.00 - $74.99
$75.00 - $99.99
$100.00 - $199.99
$200.00 - $299.99
$300.00 - $399.99
$400.00 - $499.99
$500.00 or more
Not sure
Number of purchases reported
Avg. price of GPS Devices
*Table changed in 2015
CONFIDENTIAL 208
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
*Type of store where GPS DEVICE are purchased
Jan-Feb 2015
Jan-Feb 2014
Farm/Ranch Stores
General Sporting Goods
Gun shows or expos
Local shop
Mass Merchant
Outdoor Specialty Store
Printed Catalog
Used (from individual)
Website
Other
Not sure
Number of purchases reported
*Table changed in 2015
CONFIDENTIAL 209
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Brand of TWO-WAY RADIO purchased
Jan-Feb 2015
Jan-Feb 2014
Bushnell
Cabela’s
Cobra
Garmin
Kenwood
Lowrance
Midland
Motorola
Oregon Scientific
Uniden
Other
Not sure
Number of purchases reported
Cost of TWO-WAY RADIO purchased
Jan-Feb 2015
Jan-Feb 2014
$0.00 - $9.99
$10.00 - $19.99
$20.00 - $29.99
$30.00 - $34.99
$35.00 - $39.99
$40.00 - $44.99
$45.00 - $49.99
$50.00 - $74.99
$75.00 - $99.99
$100.00 - $199.99
$200.00 - $299.99
$300.00 - $399.99
$400.00 - $499.99
$500.00 or more
Not sure
Number of purchases reported
Avg. price of Two-Way Radios
*Price categories changed in 2015
CONFIDENTIAL 210
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Type of store where TWO-WAY RADIO are purchased
Jan-Feb 2015
Jan-Feb 2014
Farm/Ranch Stores
General Sporting Goods
Gun shows or expos
Local shop
Mass Merchant
Outdoor Specialty Store
Printed Catalog
Used (from individual)
Website
Other
Not sure
Number of purchases reported
CONFIDENTIAL 211
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Type of LIGHTING purchased
Jan-Feb 2015
Jan-Feb 2014
Flashlight
Headlamp
Lantern
Other lighting device
Number of purchases reported
Brand of LIGHTING purchased
Jan-Feb 2015
Jan-Feb 2014
5.11
Black & Decker
Black Diamond
Brinkman
Browning
Cabela’s
Coast
Dorcy
Energizer
EverReady
Fenix
Gander Mountain
Gerber
Insight
Kill Light
LED Lenser
MagLite
Monster
NEBO
Olight
Orion
Pelican
Petzi
Primos
Rayovac
Redline
Remington
Stanley
Streamlight
Sure Fire
TerraLux
Ultrafire
Vector
Other
CONFIDENTIAL 212
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Not sure
Number of purchases reported
Cost of LIGHTING purchased
Jan-Feb 2015
Jan-Feb 2014
$0.00 - $5.99
$6.00 - $9.99
$10.00 - $19.99
$20.00 - $29.99
$30.00 - $39.99
$40.00 - $49.99
$50.00 - $99.99
$100.00 - $149.99
$150.00 - $199.99
$200 or more
Not sure
Number of purchases reported
Avg. price of Lighting
*In 2014, 20.0% of respondents answered $50.00 or more Type of store where LIGHTING are purchased
Jan-Feb 2015
Jan-Feb 2014
Farm/Ranch Stores
General Sporting Goods
Gun shows or expos
Local shop
Mass Merchant
Outdoor Specialty Store
Printed Catalog
Used (from individual)
Website
Other
Not sure
Number of purchases reported
CONFIDENTIAL 213
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Type of GAME FEEDERS purchased
Jan-Feb 2015
Jan-Feb 2014
Standing Feeder
Hanging Feeder
Timer (Kit or Parts)
Accessories
Not sure
Number of purchases reported
Brand of GAME FEEDERS purchased
Jan-Feb 2015
Jan-Feb 2014
American Hunter/Feeder Max
Big Game Feeder
Boss Buck
Gander Mountain
Moultrie
On Time
Primos
Wildgame Innovations
Wildview
Other
Not sure
Number of purchases reported
CONFIDENTIAL 214
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Cost of GAME FEEDERS purchased
Jan-Feb 2015
Jan-Feb 2014
$0.00 - $19.99
$20.00 - $29.99
$30.00 - $39.99
$40.00 - $49.99
$50.00 - $59.99
$60.00 - $69.99
$70.00 - $79.99
$80.00 - $89.99
$90.00 - $99.99
$100.00 - $124.99
$125.00 - $149.99
$150.00 - $174.99
$175.00 - $200.00
$200.00 - $299.00
$300.00 - $399.99
$400.00 - $499.99
$500.00 are more
Not sure
Number of purchases reported
Avg. price of Game Feeders
*Price categories changed in 2015 Type of store where GAME FEEDERS are purchased
Jan-Feb 2015
Jan-Feb 2014
Farm/Ranch Stores
General Sporting Goods
Gun shows or expos
Local shop
Mass Merchant
Outdoor Specialty Store
Printed Catalog
Used (from individual)
Website
Other
Not sure
Number of purchases reported
CONFIDENTIAL 215
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Type of GAME FEED purchased
Jan-Feb 2015
Jan-Feb 2014
Mass (Corn, Soybean, etc.)
Blocks/Mineral licks
Liquid
Powder
Pellets
Other
Number of purchases reported
Brand of GAME FEED purchased
Jan-Feb 2015
Jan-Feb 2014
Acorn Rage
Antler King
Big & J
Buck Jam
CMere Deer
Deer Cane
Evolved Habitats
Evolved Harvest
Hog Wild
Hunters Specialties
Imperial Whitetail
Mar-Vo Minerals
Mossy Oak
Primos
Rack Up Feed
RedHead/Bass Pro
Sportsmans Choice
Trophy Rack Nuggets
Whitetail Institute
Wildgame Innovations
Other
Not sure
Number of purchases reported
CONFIDENTIAL 216
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Cost of GAME FEED purchased
Jan-Feb 2015
Jan-Feb 2014
$0.00 - $4.99
$5.00 - $9.99
$10.00 - $14.99
$15.00 - $24.99
$25.00 - $49.99
$50.00 or more
Not sure
Number of purchases reported
Avg. price of Game Feed
*Price categories changed in 2015 Type of store where GAME FEED are purchased
Jan-Feb 2015
Jan-Feb 2014
Farm/Ranch Stores
General Sporting Goods
Gun shows or expos
Local shop
Mass Merchant
Outdoor Specialty Store
Printed Catalog
Used (from individual)
Website
Other
Not sure
Number of purchases reported
CONFIDENTIAL 217
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Brand of FOOD PLOT SEED purchased
Jan-Feb 2015
Jan-Feb 2014
Antler King
Cabela’s
Custom Blend
Deer Creek Seed
Evolved Harvest
Frigid Forage
Hunters Speciality
L B Wannamaker
Local Store Seed
Mossy Oak Biologic
Outfitters Choice
Plot Spike
Saddle Pro
Tecomate
Whitetail Institute
Wild Game Innovations
Other
Not sure
Number of purchases reported
Cost of FOOD PLOT SEED purchased
Jan-Feb 2015
Jan-Feb 2014
$0.00 - $9.99
$10.00 - $19.99
$20.00 - $24.99
$25.00 - $29.99
$30.00 - $39.99
$40.00 - $49.99
$50.00 - $59.99
$60.00 - $69.99
$70.00 - $79.99
$80.00 - $89.99
$90.00 - $99.99
$100.00 or more
Not sure
Number of purchases reported
Avg. price of Food Plot Seed
*Price categories changed in 2015
CONFIDENTIAL 218
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Type of store where FOOD PLOT SEED are purchased
Jan-Feb 2015
Jan-Feb 2014
Farm/Ranch Stores
General Sporting Goods
Gun shows or expos
Local shop
Mass Merchant
Outdoor Specialty Store
Printed Catalog
Used (from individual)
Website
Other
Not sure
Number of purchases reported
Cost of GAME CLEANING SUPPLIES purchased
Jan-Feb 2015
Jan-Feb 2014
$0.00 - $9.99
$10.00 - $19.99
$20.00 - $24.99
$25.00 - $29.99
$30.00 - $39.99
$40.00 - $49.99
$50.00 - $59.99
$60.00 - $69.99
$70.00 - $79.99
$80.00 - $89.99
$90.00 - $99.99
$100.00 or more
Not sure
Number of purchases reported
Avg. price of Game Cleaning Supplies
*Price categories changed in 2015
CONFIDENTIAL 219
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Type of store where GAME CLEANING SUPPLIES are purchased
Jan-Feb 2015
Jan-Feb 2014
Farm/Ranch Stores
General Sporting Goods
Gun shows or expos
Local shop
Mass Merchant
Outdoor Specialty Store
Printed Catalog
Used (from individual)
Website
Other
Not sure
Number of purchases reported
CONFIDENTIAL 220
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
*Type of KNIVES purchased
Jan-Feb 2015
Jan-Feb 2014
Fixed blade
Folding
Pocket knife
Multi-tool
Number of purchases reported
*New table added in 2015 Brand of KNIVES purchased
Jan-Feb 2015
Jan-Feb 2014
Al Mar
Bark River
Bass Pro Shops / Redhead
Benchmade
Broker
Browning
Buck
Cabela’s
Camillus
Case
Cold Steel
Columbia River/CRKT
Condor
Custom made
Cutco
Elk Ridge
Frost
CONFIDENTIAL 221
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Gerber
Havalon
K-Bar
Kershaw
Kimber
Knives of Alaska
Leatherman
Lone Wolf
Mora
Mossy Oak
Outdoor Edge
Puma
Randall
Rapala
Remington
Schrade
Smith & Wesson
SOG
SpyderCO
Swiss Army
United Cutlery
Western
Winchester
Other
Not sure
Number of purchases reported
CONFIDENTIAL 222
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Cost of KNIVES purchased
Jan-Feb 2015
Jan-Feb 2014
$0.00 - $19.99
$20.00 - $29.99
$30.00 - $39.99
$40.00 - $49.99
$50.00 - $59.99
$60.00 - $69.99
$70.00 - $79.99
$80.00 - $89.99
$90.00 - $99.99
$100.00 or more
Not sure
Number of purchases reported
Avg. price of Hunting Knives/Multi-tools
Type of store where KNIVES are purchased
Jan-Feb 2015
Jan-Feb 2014
Farm/Ranch Stores
General Sporting Goods
Gun shows or expos
Local shop
Mass Merchant
Outdoor Specialty Store
Printed Catalog
Used (from individual)
Website
Other
Not sure
Number of purchases reported
CONFIDENTIAL 223
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Brand of COVER SCENTS purchased
Jan-Feb 2015
Jan-Feb 2014
BuckStop
Code Blue
Prime Time (Hunter Specialties Brand)
Scent Shield
Tinks
Wildlife Research Center
Other
Not sure
Number of purchases reported
Cost of COVER SCENTS purchased
Jan-Feb 2015
Jan-Feb 2014
$0.00 - $1.99
$2.00 - $3.99
$4.00 - $5.99
$6.00 - $7.99
$8.00 - $9.99
$10.00 - $11.99
$12.00 - $13.99
$14.00 - $15.99
$16.00 - $17.99
$18.00 - $19.99
$20.00 or more
Not sure
Number of purchases reported
Avg. price of Cover Scents
Type of store where COVER SCENTS are purchased
Jan-Feb 2015
Jan-Feb 2014
Farm/Ranch Stores
General Sporting Goods
Gun shows or expos
Local shop
Mass Merchant
Outdoor Specialty Store
Printed Catalog
Used (from individual)
Website
Other
Not sure
Number of purchases reported
CONFIDENTIAL 224
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Brand of LURE SCENT purchased
Jan-Feb 2015
Jan-Feb 2014
Buck Bomb
Buck Magic
BuckStop
Code Blue
ConQuest/Border Crossing Scents
Harmons
Prime Time (Hunter Specialties Brand)
Scent Shield
Smokeys
Tinks
Wildgame Innovations
Wildlife Research Center
Other
Not sure
Number of purchases reported
Cost of LURE SCENT purchased
Jan-Feb 2015
Jan-Feb 2014
$0.00 - $1.99
$2.00 - $3.99
$4.00 - $5.99
$6.00 - $7.99
$8.00 - $9.99
$10.00 - $11.99
$12.00 - $13.99
$14.00 - $15.99
$16.00 - $17.99
$18.00 - $19.99
$20.00 or more
Not sure
Number of purchases reported
Avg. price of Lure Scents
CONFIDENTIAL 225
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Type of store where LURE SCENT are purchased
Jan-Feb 2015
Jan-Feb 2014
Farm/Ranch Stores
General Sporting Goods
Gun shows or expos
Local shop
Mass Merchant
Outdoor Specialty Store
Printed Catalog
Used (from individual)
Website
Other
Not sure
Number of purchases reported
CONFIDENTIAL 226
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Brand of ODOR ELIMINATORS purchased
Jan-Feb 2015
Jan-Feb 2014
Dead Downwind
Ozonics
Primo Silver
Scent Killer (Wildlife Research Center)
Scent Shield
Scent-A-Way (Hunter Specialties Brand)
Tinks
Other
Not sure
Number of purchases reported
Cost of ODOR ELIMINATORS purchased
Jan-Feb 2015
Jan-Feb 2014
$0.00 - $1.99
$2.00 - $3.99
$4.00 - $5.99
$6.00 - $7.99
$8.00 - $9.99
$10.00 - $11.99
$12.00 - $13.99
$14.00 - $15.99
$16.00 - $17.99
$18.00 - $19.99
$20.00 - $49.99
$50.00 - $99.99
$100.00 - $299.99
$300.00 - $499.99
Over $500.00
Not sure
Number of purchases reported
Avg. price of Odor Eliminators
*Price categories changed in 2015
CONFIDENTIAL 227
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Type of store where ODOR ELIMINATORS are purchased
Jan-Feb 2015
Jan-Feb 2014
Farm/Ranch Stores
General Sporting Goods
Gun shows or expos
Local shop
Mass Merchant
Outdoor Specialty Store
Printed Catalog
Used (from individual)
Website
Other
Not sure
Number of purchases reported
CONFIDENTIAL 228
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Type of TREE STANDS, LADDERS, or TOWERS purchased
Jan-Feb 2015
Jan-Feb 2014
Hang-on
Climbing
Ladder stands
Tripod stands
Tower/Box stand
Ladder and steps
Harnesses and Accessories (gear holders/hooks, etc.)
Other
Number of purchases reported
*Hang-on stands are a new option in 2015.
CONFIDENTIAL 229
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Brand of TREE STANDS, LADDERS, or TOWERS purchased
Jan-Feb 2015
Jan-Feb 2014
Advanced Game Technologies
Ambush
Ameristep
API Grand Slam
Big Dog
Big Game
Comfort Zone
Cougar
Deer River
Dicks Sporting Goods brand
Field & Stream
Gander Mountain
Gorilla
Guide Gear
Hunters Specialty
Lone Wolf
Millenium
Muddy
Ol Man Outdoors
Primos
Realtree
Remington
Rivers Edge
Sniper
Strong Built
Summit
Trekker
Vanguard
Other
Not sure
Number of purchases reported
CONFIDENTIAL 230
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Cost of TREE STANDS, LADDERS, or TOWERS purchased
Jan-Feb 2015
Jan-Feb 2014
$0.00 - $9.99
$10.00 - $19.99
$20.00 - $29.99
$30.00 - $39.99
$40.00 - $49.99
$50.00 - $74.99
$75.00 - $99.99
$100.00 - $149.99
$150.00 - $199.99
$200.00 - $249.99
$250.00 - $499.99
$500.00 or more
Not sure
Number of purchases reported
Avg. price of Tree Stands
*Price categories changed in 2015 Type of store where TREE STANDS, LADDERS, or TOWERS are purchased
Jan-Feb 2015
Jan-Feb 2014
Farm/Ranch Stores
General Sporting Goods
Gun shows or expos
Local shop
Mass Merchant
Outdoor Specialty Store
Printed Catalog
Used (from individual)
Website
Other
Not sure
Number of purchases reported
CONFIDENTIAL 231
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Type of BLINDS purchased
Jan-Feb 2015
Jan-Feb 2014
Ground blind
Layout/waterfowl blind
Box blind
Blind material (burlap, cloth, netting, etc)
Blind accessories (stakes, bow holder, lights, etc)
Other
Number of purchases reported
CONFIDENTIAL 232
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Brand of BLINDS purchased
Jan-Feb 2015
Jan-Feb 2014
Allen Company
Ameristep
Avery
Barronett
Big Game Treestand
Cabela’s
Camo Flex
Final Approach
Ghostblind
Guide Gear
Hunters Specialty
KillZone
Primos
Rhino
RigEm Right
Sports Afield
Timber Ridge
Trekker
Vista
Wildfowler Outfitter
Other
Not sure
Number of purchases reported
CONFIDENTIAL 233
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Cost of BLINDS purchased
Jan-Feb 2015
Jan-Feb 2014
$0.00 - $9.99
$10.00 - $19.99
$20.00 - $29.99
$30.00 - $34.99
$35.00 - $39.99
$40.00 - $44.99
$45.00 - $49.99
$50.00 - $74.99
$75.00 - $99.99
$100.00 - $199.99
$200.00 - $299.99
$300.00 - $399.99
$400.00 - $499.99
$500.00 or more
Not sure
Number of purchases reported
Avg. price of Blinds
*Price categories changed in 2015 Type of store where BLINDS are purchased
Jan-Feb 2015
Jan-Feb 2014
Farm/Ranch Stores
General Sporting Goods
Gun shows or expos
Local shop
Mass Merchant
Outdoor Specialty Store
Printed Catalog
Used (from individual)
Website
Other
Not sure
Number of purchases reported
CONFIDENTIAL 234
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Number of TRAIL CAMERAS purchased
Jan-Feb 2015
Jan-Feb 2014
1
2
3
4
5
More than 5
Number of purchases reported
Brand, Cost, and Store for Trail Cameras are presented as a market share by individual trail cameras purchased. See Methods section on Market Share by Quantity Purchased for more information. Brand of TRAIL CAMERAS purchased
Jan-Feb 2015
Jan-Feb 2014
Browning
BuckEye
Bushnell
Cabela’s
Covert
Cuddeback
Guide Gear
Hunten Outdoors
Leupold
Lil Acorn
Moultrie
Pine Ridge
Plot Watcher
Primos
Recon
Reconyx
Remington
SpyPoint
Stealth
Tasco
Wildgame Innovations
Wildview
Other
Not sure
Number of purchases reported
CONFIDENTIAL 235
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Cost of TRAIL CAMERAS purchased
Jan-Feb 2015
Jan-Feb 2014
$0.00 - $9.99
$10.00 - $19.99
$20.00 - $29.99
$30.00 - $39.99
$40.00 - $49.99
$50.00 - $59.99
$60.00 - $69.99
$70.00 - $79.99
$80.00 - $89.99
$90.00 - $99.99
$100.00 - $124.99
$125.00 - $149.99
$150.00 - $174.99
$175.00 - $199.99
$200.00 - $249.99
$250.00 - $399.99
$400.00 or more
Not sure
Number of purchases reported
Avg. price of Trail Cameras
*Price categories changed in 2015 Type of store where TRAIL CAMERAS are purchased
Jan-Feb 2015
Jan-Feb 2014
Farm/Ranch Stores
General Sporting Goods
Gun shows or expos
Local shop
Mass Merchant
Outdoor Specialty Store
Printed Catalog
Used (from individual)
Website
Other
Not sure
Number of purchases reported
CONFIDENTIAL 236
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
*Brand of GAME COOLER purchased
Jan-Feb 2015
Jan-Feb 2014
Big Game Treestands
Brute
Coleman
Drake
Engel
Esky
Grizzly
Hunt Valley
Icey-Tek
Igloo
Moeller
Mossy Oak
Orca
Pelican
RedHead
Rubbermaid
Stanley
Yeti
Yukon
Other
Not sure
Number of purchases reported
*Game coolers is a new item added in 2015
CONFIDENTIAL 237
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
*Cost of GAME COOLER purchased
Jan-Feb 2015
Jan-Feb 2014
$0.00 - $29.99
$30.00 - $49.99
$50.00 - $74.99
$75.00 - $99.99
$100.00 -$124.99
$125.00 - $149.99
$150.00 - $174.99
$175.00 - $199.99
$200.00 - $249.99
$250.00 - $299.99
$300.00 - $349.99
$350.00 -$399.99
$400.00 - $449.99
$450.00 -$499.99
$500.00 or more
Not sure
Number of purchases reported
Avg. price of Game Coolers
*Game coolers is a new item added in 2015 *Type of store where GAME COOLER are purchased
Jan-Feb 2015
Jan-Feb 2014
Farm/Ranch Stores
General Sporting Goods
Gun shows or expos
Local shop
Mass Merchant
Outdoor Specialty Store
Printed Catalog
Used (from individual)
Website
Other
Not sure
Number of purchases reported
*Game coolers is a new item added in 2015
CONFIDENTIAL 238
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Shooting Gear and Supplies Purchases
X is the most popular bench/rest with X% of the market in January and February 2015.
X are the most purchased shooting gear/accessory.
Most X is purchased at mass merchants.
X are primarily purchased online.
Age of Respondent Jan-Feb
2015 Jan-Feb
2014
18 to 24
25 to 34
35 to 44
45 to 54
55 to 64
65 and older
Gender of Respondent
Male
Female
Household Income
Under $10,000
$10,000 to $19,999
$20,000 to $29,999
$30,000 to $39,999
$40,000 to $49,999
$50,000 to $74,999
$75,000 to $99,999
$100,000 to $149,999
$150,000 to $199,999
$200,000 or more
Education Level
11 Years or Less
12 Years
1-3 Years of College
4 Years of College or More
I prefer not to say
Number of respondents
CONFIDENTIAL 239
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
SHOOTING GEAR AND SUPPLIES survey respondents reported buying:
Jan-Feb 2015
Jan-Feb 2014
Ear protection
Shooting glasses
Clays/clay pigeons
Targets
Traps/target throwing
Holsters/ammo belts
Benches and rests
Miscellaneous (insect repellant, hand warmers, etc )
Number of respondents
*New breakouts in 2015
CONFIDENTIAL 240
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Brand of BENCHES AND RESTS purchased
Jan-Feb 2015
Jan-Feb 2014
Allen
Benchmaster
Cabela’s
Caldwell
Do-All
Harris
Hoppes
Hyskore
Lead Sled
MTM
Protektor
RCBS
Remington
San Angelo
Shooters Ridge
Sinclair
Uncle Buds
Vanguard
Versa-Pod
Winchester
Other
Not sure
Number of purchases reported
Cost of BENCHES AND RESTS purchased
Jan-Feb 2015
Jan-Feb 2014
$0.00 - $19.99
$20.00 - $29.99
$30.00 - $34.99
$35.00 - $39.99
$40.00 - $49.99
$50.00 - $59.99
$60.00 - $69.99
$70.00 - $79.99
$80.00 - $89.99
$90.00 - $99.99
$100.00 or more
Not sure
Number of purchases reported
Avg. price of Benches and Rests
*Price categories changed in 2015
CONFIDENTIAL 241
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Type of store where BENCHES AND RESTS are purchased
Jan-Feb 2015
Jan-Feb 2014
Farm/Ranch Stores
General Sporting Goods
Gun shows or expos
Local shop
Mass Merchant
Outdoor Specialty Store
Printed Catalog
Used (from individual)
Website
Other
Not sure
Number of purchases reported
CONFIDENTIAL 242
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Brand of TARGETS purchased
Jan-Feb 2015
Jan-Feb 2014
Action
Allen
Birchwood Casey(Other than Shoot-N-C)
Caldwell
Champion
Daisy
EZ target
Gamo
Hoppes
Kleen-Bore
Primos
Rinehart
Shoot-N-C
TargDots
Thompson
Other
Not sure
Number of purchases reported
Cost of TARGETS purchased
Jan-Feb 2015
Jan-Feb 2014
$0.00 - $1.99
$2.00 - $4.99
$5.00 - $9.99
$10.00 - $14.99
$15.00 - $19.99
$20.00 - $29.99
$30.00 - $39.99
$40.00 - $49.99
$50.00 - $99.99
$100.00 - $249.99
$250.00 - $499.99
$500.00 or more
Not sure
Number of purchases reported
Avg. price of Targets
*Price categories changed in 2015
CONFIDENTIAL 243
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Type of store where TARGETS are purchased
Jan-Feb 2015
Jan-Feb 2014
Farm/Ranch Stores
General Sporting Goods
Gun shows or expos
Local shop
Mass Merchant
Outdoor Specialty Store
Printed Catalog
Used (from individual)
Website
Other
Not sure
Number of purchases reported
CONFIDENTIAL 244
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
*Brand of EAR PROTECTION purchased
Jan-Feb 2015
Jan-Feb 2014
3M
Allen
Bass Pro Shops / Redhead
Beretta
Browning
Caldwell
Champion
Decot
EAR
Howard Leight
Midway USA
Oakley
Peltor
PROEAR
Radian
Randolph
Remington
Sport Ear
Surefire
Walker
Wiley X
Winchester
Other
Not sure
Number of purchases reported
*New table added in 2015 *Cost of EAR PROTECTION purchased
Jan-Feb 2015
Jan-Feb 2014
$0.00 - $4.99
$5.00 - $9.99
$10.00 - $14.99
$15.00 - $19.99
$20.00 - $29.99
$30.00 - $39.99
$40.00 - $49.99
$50.00 or more
Not sure
Number of purchases reported
Avg. price of Ear Protection
*New table added in 2015
CONFIDENTIAL 245
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
*Type of store where EAR PROTECTION are purchased
Jan-Feb 2015
Jan-Feb 2014
Farm/Ranch Stores
General Sporting Goods
Gun shows or expos
Local shop
Mass Merchant
Outdoor Specialty Store
Printed Catalog
Used (from individual)
Website
Other
Not sure
Number of purchases reported
*New table added in 2015
CONFIDENTIAL 246
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
*Brand of SHOOTING GLASSES purchased
Jan-Feb 2015
Jan-Feb 2014
3 M
Allen
Bass Pro Shops / Redhead
Beretta
Browning
Caldwell
Champion
Decot
EAR
Howard Leight
Midway USA
Oakley
Peltor
PROEAR
Radian
Randolph
Remington
Sport Ear
Surefire
Walker
Wiley X
Winchester
Other
Not sure
Number of purchases reported
*New table added in 2015 *Cost of SHOOTING GLASSES purchased
Jan-Feb 2015
Jan-Feb 2014
$0.00 - $4.99
$5.00 - $9.99
$10.00 - $14.99
$15.00 - $19.99
$20.00 - $29.99
$30.00 - $39.99
$40.00 - $49.99
$50.00 or more
Not sure
Number of purchases reported
Avg. price of Shooting Glasses
*New table added in 2015
CONFIDENTIAL 247
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
*Type of store where SHOOTING GLASSES are purchased
Jan-Feb 2015
Jan-Feb 2014
Farm/Ranch Stores
General Sporting Goods
Gun shows or expos
Local shop
Mass Merchant
Outdoor Specialty Store
Printed Catalog
Used (from individual)
Website
Other
Not sure
Number of purchases reported
CONFIDENTIAL 248
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Number of boxes of SHOOTING CLAYS purchased
Jan-Feb 2015
Jan-Feb 2014
1 box
2 boxes
3 boxes
4 boxes
5 or more boxes
Number of purchases reported
Brand, Cost, and Store for Shooting Clays are presented as a market share by boxes purchased. See Methods section on Market Share by Quantity Purchased for more information. Brand of SHOOTING CLAYS purchased (boxes)
Jan-Feb 2015
Jan-Feb 2014
Champion
Midwest
Northwest
Remington
White Flyer
Other
Not sure
Number of purchases reported
Cost of SHOOTING CLAYS purchased (boxes)
Jan-Feb 2015
Jan-Feb 2014
$0.00 - $4.99
$5.00 - $9.99
$10.00 - $14.99
$15.00 - $19.99
$20.00 - $29.99
$30.00 - $39.99
$40.00 - $49.99
$50.00 or more
Not sure
Number of purchases reported
Avg. price of Clays/Clay Pigeons
*Price categories changed in 2015
CONFIDENTIAL 249
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Type of store where SHOOTING CLAYS are purchased (boxes)
Jan-Feb 2015
Jan-Feb 2014
Farm/Ranch Stores
General Sporting Goods
Gun shows or expos
Local shop
Mass Merchant
Outdoor Specialty Store
Printed Catalog
Used (from individual)
Website
Other
Not sure
Number of purchases reported
CONFIDENTIAL 250
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Brand of TARGET THROWING DEVICES purchased
Jan-Feb 2015
Jan-Feb 2014
Champion
Clay Master
Do-All
Hoppes
Laporte
Range Maxx
Remington
Sportrap
Trius
Western Traps
Winchester
Other
Not sure
Number of purchases reported
Cost of TARGET THROWING DEVICES purchased
Jan-Feb 2015
Jan-Feb 2014
$0.00 - $9.99
$10.00 - $19.99
$20.00 - $29.99
$30.00 - $49.99
$50.00 - $99.99
$100.00 - $199.99
$200.00 - $399.99
$400.00 - $599.99
$600.00 - $799.99
$800.00 - $999.99
$1000.00 or more
Not sure
Number of purchases reported
Avg. price of Target Throwing Devices
*Price categories changed in 2015
CONFIDENTIAL 251
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Type of store where TARGET THROWING DEVICES are purchased
Jan-Feb 2015
Jan-Feb 2014
Farm/Ranch Stores
General Sporting Goods
Gun shows or expos
Local shop
Mass Merchant
Outdoor Specialty Store
Printed Catalog
Used (from individual)
Website
Other
Not sure
Number of purchases reported
CONFIDENTIAL 252
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Brand of HOLSTER/AMMUNITION BELTS purchased
Jan-Feb 2015
Jan-Feb 2014
Barsony
Bianchi
Big Daddy
Blackhawk
Blade-Tech
Bob Allen
Bulldog
Comp-Tac
Crossbreed
DeSantis Leather
Don Hume
Fobus
Foxx
Galco
Garrett
Hunter Company
IMI
Kirkpatrick
N82 Tactical
Old Faithful
Raven concealment
Remora
Ross Leather
Ruger
Safariland
Soft Armor
Tagua
Triple-K
Uncle Mikes
Versacarry
Other
Not sure
Number of purchases reported
CONFIDENTIAL 253
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Cost of HOLSTER/AMMUNITION BELTS purchased
Jan-Feb 2015
Jan-Feb 2014
$0.00 - $9.99
$10.00 - $19.99
$20.00 - $29.99
$30.00 - $34.99
$35.00 - $39.99
$40.00 - $44.99
$45.00 - $49.99
$50.00 - $74.99
$75.00 - $99.99
$100.00 - $199.99
$200.00 - $299.99
$300.00 - $399.99
$400.00 - $499.99
$500.00 or more
Not sure
Number of purchases reported
Avg. price of Holsters/Ammunition Belts
*Price categories changed in 2015 Type of store where HOLSTER/AMMUNITION BELTS are purchased
Jan-Feb 2015
Jan-Feb 2014
Farm/Ranch Stores
General Sporting Goods
Gun shows or expos
Local shop
Mass Merchant
Outdoor Specialty Store
Printed Catalog
Used (from individual)
Website
Other
Not sure
Number of purchases reported
CONFIDENTIAL 254
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Firearm Storage and Cleaning Purchases
In this category, X are the most purchased item.
Over X of all gun cases are X cases.
X is the most popular gun safe brand (X%) with X a close second (X%).
Age of Respondent Jan-Feb
2015 Jan-Feb
2014
18 to 24
25 to 34
35 to 44
45 to 54
55 to 64
65 and older
Gender of Respondent
Male
Female
Household Income
Under $10,000
$10,000 to $19,999
$20,000 to $29,999
$30,000 to $39,999
$40,000 to $49,999
$50,000 to $74,999
$75,000 to $99,999
$100,000 to $149,999
$150,000 to $199,999
$200,000 or more
Education Level
11 Years or Less
12 Years
1-3 Years of College
4 Years of College or More
I prefer not to say
Number of respondents
CONFIDENTIAL 255
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
FIREARM STORAGE AND CLEANING ITEMS survey respondents reported buying:
Jan-Feb 2015
Jan-Feb 2014
Gun case or sleeve
Gun cleaning supplies
Gun safes
Number of respondents
Type of GUN CASES/SLEEVES purchased
Jan-Feb 2015
Jan-Feb 2014
Hard sided case
Soft sided case
Other
Number of purchases reported
CONFIDENTIAL 256
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Brand of GUN CASES/SLEEVES purchased
Jan-Feb 2015
Jan-Feb 2014
5.11
Ace
Allen
Armortek
Bass Pro Shops / Redhead
Beretta
Black Hawk
Bore Stores
Boyt
Browning
Bulldog
Cabela’s
Doskocil
Drake
Elite
Flambeau
Gander Mountain
Kolpin
Midway
Pelican
Plano (including GunGuard)
Remington
Ruger
SKB
Uncle Mike
UTG
Voodoo
Winchester
Other
Not sure
Number of purchases reported
CONFIDENTIAL 257
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Cost of GUN CASES/SLEEVES purchased
Jan-Feb 2015
Jan-Feb 2014
$0.00 - $9.99
$10.00 - $19.99
$20.00 - $29.99
$30.00 - $39.99
$40.00 - $49.99
$50.00 - $74.99
$75.00 - $99.99
$100.00 - $249.99
$250.00 - $499.99
$500.00 or more
Not sure
Number of purchases reported
Avg. price of Gun Cases/Sleeves
Type of store where GUN CASES/SLEEVES are purchased
Jan-Feb 2015
Jan-Feb 2014
Farm/Ranch Stores
General Sporting Goods
Gun shows or expos
Local shop
Mass Merchant
Outdoor Specialty Store
Printed Catalog
Used (from individual)
Website
Other
Not sure
Number of purchases reported
CONFIDENTIAL 258
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Brand of GUN CLEANING SUPPLIES purchased
Jan-Feb 2015
Jan-Feb 2014
Ballistol
Barnes
Birchwood Casey
Blue Wonder
Bore Snake
Bore Tech
Break Free
Brownells
Butchs
Cabela’s brand
Dewey
Frog Lube
Gunslick
Gunzilla
Hoppes
Kleen-Bore
Kroil
M-pro 7
Montana X-treme
Otis
Outers
Pro Shot
Rem Oil
Remington
Shooters Choice
Sinclair
Slip 2000 EWL
Tetra
Tipton
Winchester
Other
Not sure
Number of purchases reported
CONFIDENTIAL 259
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Cost of GUN CLEANING SUPPLIES purchased
Jan-Feb 2015
Jan-Feb 2014
$0.00 - $1.99
$2.00 - $3.99
$4.00 - $5.99
$6.00 - $7.99
$8.00 - $9.99
$10.00 - $11.99
$12.00 - $14.99
$15.00 - $19.99
$20.00 - $24.99
$25.00 - $29.99
$30.00 - $34.99
$35.00 - $39.99
$40.00 or more
Not sure
Number of purchases reported
Avg. price of Gun Cleaning Supplies
Type of store where GUN CLEANING SUPPLIES are purchased
Jan-Feb 2015
Jan-Feb 2014
Farm/Ranch Stores
General Sporting Goods
Gun shows or expos
Local shop
Mass Merchant
Outdoor Specialty Store
Printed Catalog
Used (from individual)
Website
Other
Not sure
Number of purchases reported
CONFIDENTIAL 260
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Brand of GUN SAFES purchased
Jan-Feb 2015
Jan-Feb 2014
AMSEC
Bass Pro Shops / Redhead
Bighorn
Browning
Cabela’s
Cannon
Field & Stream
Gun Vault
Liberty
Patriot
Remington
Sentinel
Sentry
Stack-on
Winchester
Other
Not sure
Number of purchases reported
Cost of GUN SAFES purchased
Jan-Feb 2015
Jan-Feb 2014
$0.00 - $24.99
$25.00 - $49.99
$50.00 - $74.99
$75.00 - $99.99
$100.00 - $149.99
$150.00 - $199.99
$200.00 - $299.99
$300.00 - $399.99
$400.00 - $499.99
$500.00 - $599.99
$600.00 - $799.99
$800.00 - $999.99
$1000.00 or more
Not sure
Number of purchases reported
Avg. price of Gun Safes
CONFIDENTIAL 261
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Type of store where GUN SAFES are purchased
Jan-Feb 2015
Jan-Feb 2014
Farm/Ranch Stores
General Sporting Goods
Gun shows or expos
Local shop
Mass Merchant
Outdoor Specialty Store
Printed Catalog
Used (from individual)
Website
Other
Not sure
Number of purchases reported
CONFIDENTIAL 262
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Firearm Parts & Accessories Purchases
X are the most purchased firearm parts/accessories item with over X% of purchasers.
X is the most popular magazine brand.
X is the most popular bipod/shooting stick brand (X%).
Most firearm parts/accessories are purchased as X, rather than X.
Age of Respondent Jan-Feb
2015 Jan-Feb
2014
18 to 24
25 to 34
35 to 44
45 to 54
55 to 64
65 and older
Gender of Respondent
Male
Female
Household Income
Under $10,000
$10,000 to $19,999
$20,000 to $29,999
$30,000 to $39,999
$40,000 to $49,999
$50,000 to $74,999
$75,000 to $99,999
$100,000 to $149,999
$150,000 to $199,999
$200,000 or more
Education Level
11 Years or Less
12 Years
1-3 Years of College
4 Years of College or More
I prefer not to say
Number of respondents
CONFIDENTIAL 263
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
FIREARM PARTS & ACCESSORIES survey respondents reported buying:
Jan-Feb 2015
Jan-Feb 2014
Barrels
Bipod
Bolts/carriers/bolt parts
Caliber conversion kits
Grips (pistol and forward) and buttstocks
Hand guard
Lower/upper receiver
Magazines
Muzzle devices (suppressors)
Slings
Recoil reduction
Trigger assemblies/trigger guards
Choke tubes
Number of respondents
CONFIDENTIAL 264
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Brand of SLINGS purchased
Jan-Feb 2015
Jan-Feb 2014
Action Arms
Allen
AR
ATI
Barska
Blackhawk
Blue Force Gear
Command Arms (CAA)
Emdom
Ergo
Heckler & Koch
Hogue
Madsen
Magpul
Mauser
Mosin Nagant
Mossy Oak
Noveske
Outdoor Connection
PIG
Remington
Sabre Defense
Tapco
Thompson
Troy Industries
US Military
Vanguard
Viking Tactics
Winchester
Other
Not sure
Number of purchases reported
CONFIDENTIAL 265
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Cost of SLINGS purchased
Jan-Feb 2015
Jan-Feb 2014
$0.00 - $19.99
$20.00 - $29.99
$30.00 - $39.99
$40.00 - $49.99
$50.00 - $59.99
$60.00 - $69.99
$70.00 - $79.99
$80.00 - $89.99
$90.00 - $99.99
$100.00 or more
Not sure
Number of purchases reported
Avg. price of Slings
Type of store where SLINGS are purchased
Jan-Feb 2015
Jan-Feb 2014
Farm/Ranch Stores
General Sporting Goods
Gun shows or expos
Local shop
Mass Merchant
Outdoor Specialty Store
Printed Catalog
Used (from individual)
Website
Other
Not sure
Number of purchases reported
CONFIDENTIAL 266
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
*Type of firearm BIPOD or SHOOTING STICK purchased for
Jan-Feb 2015
Jan-Feb 2014
MSR Rifle
Traditional rifle
Shotgun
Other
Number of purchases reported
*New table added in 2015 Brand of BIPOD or SHOOTING STICK purchased
Jan-Feb 2015
Jan-Feb 2014
Accu-Shot
Allen
Armstac
BCM (Bravo Company)
Blackhawk
Bog Gear
Cabela’s
Caldwell
Command Arms (CAA)
Gander Mountain
Gorilla
Hammers
Harris
Hoppes
Hunters Specialties
Leapers
Lion Gears
Monstrom
NCStar
Primos
Ram-Line
Shooters Ridge
Stoney Point
Ultrec
UTG
Vanguard
Versa-Pod
Winchester
XCSOURCE
Other
Not sure
Number of purchases reported
CONFIDENTIAL 267
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Cost of BIPOD or SHOOTING STICK purchased
Jan-Feb 2015
Jan-Feb 2014
$0.00 - $19.99
$20.00 - $29.99
$30.00 - $39.99
$40.00 - $49.99
$50.00 - $74.99
$75.00 - $99.99
$100.00 - $149.99
$150.00 - $199.99
$200.00 - $299.99
$300.00 or more
Not sure
Number of purchases reported
Ave. price of Bipods/Shooting Sticks
*Price categories changed in 2015 Type of store where BIPOD or SHOOTING STICK are purchased
Jan-Feb 2015
Jan-Feb 2014
Farm/Ranch Stores
General Sporting Goods
Gun shows or expos
Local shop
Mass Merchant
Outdoor Specialty Store
Printed Catalog
Used (from individual)
Website
Other
Not sure
Number of purchases reported
CONFIDENTIAL 268
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
*Brand of RECOIL REDUCTION purchased
Jan-Feb 2015
Jan-Feb 2014
American Arms
Bell & Carlson
Benelli
Beretta
Browning
Buffer Technology
Butler Creek
Charles Daly
Choate
DPM
Ed Brown
Franchi
Kassnar
KBI
Limbsaver
Marlin
McMillan
Mossberg
PARA
Remington
Ruger
Savage
Springfield
Westernfield
Winchester
Other
Not sure
Number of purchases reported
*New table added in 2015
CONFIDENTIAL 269
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Cost of RECOIL REDUCTION purchased
Jan-Feb 2015
Jan-Feb 2014
$0.00 - $4.99
$5.00 - $9.99
$10.00 - $14.99
$15.00 - $19.99
$20.00 - $29.99
$30.00 - $39.99
$40.00 - $49.99
$50.00 - $59.99
$60.00 - $69.99
$70.00 - $79.99
$80.00 - $89.99
$90.00 - $99.99
$100.00 - $109.99
$110.00 - $119.99
$100.00 - $109.99
$110.00 - $119.99
$120.00 - $129.99
$130.00 - $139.99
$140.00 - $149.99
$150.00 or more
Not sure
Number of purchases reported
Avg. price of Recoil Reduction
*Price categories changed in 2015 Type of store where RECOIL REDUCTION are purchased
Jan-Feb 2015
Jan-Feb 2014
Farm/Ranch Stores
General Sporting Goods
Gun shows or expos
Local shop
Mass Merchant
Outdoor Specialty Store
Printed Catalog
Used (from individual)
Website
Other
Not sure
Number of purchases reported
CONFIDENTIAL 270
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
*Reason for purchasing RECOIL REDUCTION
Jan-Feb 2015
Jan-Feb 2014
Replacement of a worn out part
An upgrade from what originally came on the gun at time of firearm purchase
An additional part similar to one that is already on the firearm
Number of purchases reported
*New table added in 2015
CONFIDENTIAL 271
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
*Type of firearm BARRELS purchased for
Jan-Feb 2015
Jan-Feb 2014
MSR rifle
Traditional Rifle
Handgun
Shotgun
Other
Number of purchases reported
*New table added in 2015 *Brand of BARRELS purchased
Jan-Feb 2015
Jan-Feb 2014
BCM (Bravo Company)
Benelli
Beretta
Bushmaster
CMMG
Daniel Defense
DPMS
JP Enterprises
Marlin
Mossberg
Noveske
Remington
Ruger
Savage
Spikes Tactical
Yankee Hill
Other
Not sure
Number of purchases reported
*New table added in 2015
CONFIDENTIAL 272
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
*Cost of BARRELS purchased
Jan-Feb 2015
Jan-Feb 2014
$0.00 - $49.99
$50.00 - $74.99
$75.00 - $99.99
$100.00 - $124.99
$125.00 - $149.99
$150.00 - $174.99
$175.00 - $199.99
$200.00 - $249.99
$250.00 - $299.99
$300.00 - $399.99
$400.00 - $499.99
$500.00 - $599.99
$600.00 - $699.99
$700.00 or more
Not sure
Number of purchases reported
Avg. price of Barrels
*New table added in 2015 *Type of store where BARRELS are purchased
Jan-Feb 2015
Jan-Feb 2014
Farm/Ranch Stores
General Sporting Goods
Gun shows or expos
Local shop
Mass Merchant
Outdoor Specialty Store
Printed Catalog
Used (from individual)
Website
Other
Not sure
Number of purchases reported
*New table added in 2015
CONFIDENTIAL 273
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
*Reason for purchasing BARRELS
Jan-Feb 2015
Jan-Feb 2014
Replacement of a worn out part
An upgrade from what originally came on the gun at time of firearm purchase
An additional part similar to one that is already on the firearm
Number of purchases reported
*New table added in 2015
CONFIDENTIAL 274
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Brand of CHOKE TUBES purchased
Jan-Feb 2015
Jan-Feb 2014
Benelli
Beretta
Birchwood
Briley
Brownell
Browning
Cabela’s
Canvas
Carlson
Comp-N-Choke
Hastings
Haydel
Hevi - Shot
Mossberg
Muller
Pattern Master
Primos
Pure Gold
Redhead
Remington
Strangler
Tru Lock
Truglo
Weatherby
Winchester
Other
Not sure
Number of purchases reported
Cost of CHOKE TUBES purchased
Jan-Feb 2015
Jan-Feb 2014
$0.00 - $24.99
$25.00 - $49.99
$50.00 - $99.99
$100.00 - $199.99
$200.00 or more
Not sure
Number of purchases reported
Avg. price of Choke Tubes
CONFIDENTIAL 275
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Type of store where CHOKE TUBES are purchased
Jan-Feb 2015
Jan-Feb 2014
Farm/Ranch Stores
General Sporting Goods
Gun shows or expos
Local shop
Mass Merchant
Outdoor Specialty Store
Printed Catalog
Used (from individual)
Website
Other
Not sure
Number of purchases reported
CONFIDENTIAL 276
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
*Brand of BOLTS/CARRIERS/BOLT PARTS purchased
Jan-Feb 2015
Jan-Feb 2014
BCM (Bravo company)
Black Rain
Centurion
CMMG
CMT
Daniel Defense
Double Star
Fail Zero
Hi-Standard
JP Enterprises
LMT
Palmetto State Armory
Rock River Arms
Spikes Tactical
Veriforce
Other
Not sure
Number of purchases reported
*New table added in 2015
CONFIDENTIAL 277
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
*Cost of BOLTS/CARRIERS/BOLT PARTS purchased
Jan-Feb 2015
Jan-Feb 2014
$0.00 - $24.99
$25.00 - $49.99
$50.00 - $74.99
$75.00 - $99.99
$100.00 - $149.99
$150.00 - $199.99
$200.00 - $249.99
$250.00 - $299.99
$300.00 or more
Not sure
Number of purchases reported
Avg. price of Bolts
*New table added in 2015 *Type of store where BOLTS/CARRIERS/BOLT PARTS are purchased
Jan-Feb 2015
Jan-Feb 2014
Farm/Ranch Stores
General Sporting Goods
Gun shows or expos
Local shop
Mass Merchant
Outdoor Specialty Store
Printed Catalog
Used (from individual)
Website
Other
Not sure
Number of purchases reported
*New table added in 2015 *Reason for purchasing BOLTS/CARRIERS/BOLT PARTS
Jan-Feb 2015
Jan-Feb 2014
Replacement of a worn out part
An upgrade from what originally came on the gun at time of firearm purchase
An additional part similar to one that is already on the firearm
Number of purchases reported
*New table added in 2015
CONFIDENTIAL 278
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
*Type of firearm CALIBER CONVERSION KITS purchased for
Jan-Feb 2015
Jan-Feb 2014
MSR rifle
Traditional Rifle
Handgun
Other
Number of purchases reported
*New table added in 2015 *Brand of CALIBER CONVERSION KITS purchased
Jan-Feb 2015
Jan-Feb 2014
Advantage Arms
Beretta
Ciener
CMMG
Colt
CZ
Dillon
Glock
Hogue
IWI
Kimber
MGI
Ruger
Saiga
Sig Sauer
Tac Star
Tactical Solutions
Tiberius
Other
Not sure
Number of purchases reported
*New table added in 2015
CONFIDENTIAL 279
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
*Cost of CALIBER CONVERSION KITS purchased
Jan-Feb 2015
Jan-Feb 2014
$0.00 - $74.99
$75.00 - $99.99
$100.00 - $124.99
$125.00 - $149.99
$150.00 - $174.99
$175.00 - $199.99
$200.00 - $224.99
$225.00 - $249.99
$250.00 - $274.99
$275.00 - $299.99
$300.00 - $349.99
$350.00 - $399.99
$400.00 or more
Not sure
Number of purchases reported
Avg. price of Caliber Conversion Kits
*New table added in 2015 *Type of store where CALIBER CONVERSION KITS are purchased
Jan-Feb 2015
Jan-Feb 2014
Farm/Ranch Stores
General Sporting Goods
Gun shows or expos
Local shop
Mass Merchant
Outdoor Specialty Store
Printed Catalog
Used (from individual)
Website
Other
Not sure
Number of purchases reported
*New table added in 2015
CONFIDENTIAL 280
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
*Reason for purchasing CALIBER CONVERSION KITS
Jan-Feb 2015
Jan-Feb 2014
Replacement of a worn out part
An upgrade from what originally came on the gun at time of firearm purchase
An additional part similar to one that is already on the firearm
Number of purchases reported
*New table added in 2015 *Type of firearm GRIPS and BUTTSTOCKS purchased for
Jan-Feb 2015
Jan-Feb 2014
MSR rifle
Traditional Rifle
Handgun
Shotgun
Other
Number of purchases reported
*New table added in 2015 *Type of GRIPS and BUTTSTOCKS purchased
Jan-Feb 2015
Jan-Feb 2014
Pistol grip only
Forward grip only
Pistol and forward grip set
Buttstock, pistol, forward grip set
Buttstock only
Other
Number of purchases reported
*New table added in 2015
CONFIDENTIAL 281
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
*Brand of GRIPS and BUTTSTOCKS purchased
Jan-Feb 2015
Jan-Feb 2014
Advanced Technology
ATK Accessories
B5 Systems
BCM (Bravo Company)
Blackhawk
Bushmaster
Bushnell
Command Arms (CAA)
Daniel Defense
DPMS
Fortis
Herrett Grips
Hi-Standard
Hogue
JP Enterprises
LaRue
Limbsaver
Magpul
MIAD
Mission First Tactical
Tacstar
Tango Down
Tapco
The Mako Group
Timbersmith
Troy Industries
Vltor
Yankee Hill
Other
Not sure
Number of purchases reported
*New table added in 2015
CONFIDENTIAL 282
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
*Cost of GRIPS and BUTTSTOCKS purchased
Jan-Feb 2015
Jan-Feb 2014
$0.00 - $19.99
$20.00 - $29.99
$30.00 - $39.99
$40.00 - $49.99
$50.00 - $59.99
$60.00 - $69.99
$70.00 - $79.99
$80.00 - $89.99
$90.00 - $99.99
$100.00 - $124.99
$125.00 - $149.99
$150.00 - $174.99
$175.00 - $199.99
$200.00 - $249.99
$250.00 - $299.99
$300 or more
Not sure
Number of purchases reported
Avg. price of Grips/Stocks
*New table added in 2015 *Type of store where GRIPS and BUTTSTOCKS are purchased
Jan-Feb 2015
Jan-Feb 2014
Farm/Ranch Stores
General Sporting Goods
Gun shows or expos
Local shop
Mass Merchant
Outdoor Specialty Store
Printed Catalog
Used (from individual)
Website
Other
Not sure
Number of purchases reported
*New table added in 2015
CONFIDENTIAL 283
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
*Reason for purchasing GRIPS and BUTTSTOCKS
Jan-Feb 2015
Jan-Feb 2014
Replacement of a worn out part
An upgrade from what originally came on the gun at time of firearm purchase
An additional part similar to one that is already on the firearm
Number of purchases reported
*New table added in 2015
CONFIDENTIAL 284
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
*Type of firearm HAND GUARDS purchased for
Jan-Feb 2015
Jan-Feb 2014
MSR rifle
Traditional Rifle
Handgun
Shotgun
Other
Number of purchases reported
*New table added in 2015 *Brand of HAND GUARDS purchased
Jan-Feb 2015
Jan-Feb 2014
Action Arms
BCM (Bravo company)
Beretta
Bushmaster
Command Arms (CAA)
FN
Hi-Standard
JP Enterprises
Magpul
Mauser
Mosin Nagant
Noveske
Ruger
Sabre Defense
Sigarms
SKS
Springfield
Steyr
Tapco
Yankee Hill
Other
Not sure
Number of purchases reported
*New table added in 2015
CONFIDENTIAL 285
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
*Cost of HAND GUARDS purchased
Jan-Feb 2015
Jan-Feb 2014
$0.00 - $9.99
$10.00 - $19.99
$20.00 - $29.99
$30.00 - $39.99
$40.00 - $49.99
$50.00 - $59.99
$60.00 - $69.99
$70.00 - $79.99
$80.00 - $89.99
$90.00 - $99.99
$100.00 or more
Not sure
Number of purchases reported
Avg. price of Hand Guards
*New table added in 2015 *Type of store where HAND GUARDS are purchased
Jan-Feb 2015
Jan-Feb 2014
Farm/Ranch Stores
General Sporting Goods
Gun shows or expos
Local shop
Mass Merchant
Outdoor Specialty Store
Printed Catalog
Used (from individual)
Website
Other
Not sure
Number of purchases reported
*New table added in 2015 *Reason for purchasing HAND GUARDS
Jan-Feb 2015
Jan-Feb 2014
Replacement of a worn out part
An upgrade from what originally came on the gun at time of firearm purchase
An additional part similar to one that is already on the firearm
Number of purchases reported
*New table added in 2015
CONFIDENTIAL 286
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
*Type of firearm RECEIVERS purchased for
Jan-Feb 2015
Jan-Feb 2014
MSR rifle
Other
Number of purchases reported
*New table added in 2015 *Type of RECEIVERS purchased
Jan-Feb 2015
Jan-Feb 2014
Lower receiver kit
Complete lower receiver
Upper receiver kit
Complete upper receiver
Other
Number of purchases reported
*New table added in 2015
CONFIDENTIAL 287
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
*Brand of RECEIVERS purchased
Jan-Feb 2015
Jan-Feb 2014
AAC
BCM (Bravo Company)
Bushmaster
CMMG
Colt
Daniel Defense
Del-ton Inc
DPMS
DRD
Fallout15
Hi-Standard
JP Enterprises
LaRue
Noveske
Ranier Arms
Rock River Arms
Sabre Defense
Smith & Wesson
Spikes Tactical
Stag Arms
Troy Industries
Windham Weaponry
Other
Not sure
Number of purchases reported
*New table added in 2015
CONFIDENTIAL 288
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
*Cost of RECEIVERS purchased
Jan-Feb 2015
Jan-Feb 2014
$0.00 - $49.99
$50.00 - $99.99
$100.00 - $149.99
$150.00 - $199.99
$200.00 - $249.99
$250.00 - $299.99
$300.00 - $349.99
$350.00 - $399.99
$400.00 - $449.99
$450.00 - $499.99
$500.00 - $549.99
$550.00 - $599.99
$600.00 - $799.99
$800.00 - $999.99
$1000.00 or more
Not sure
Number of purchases reported
Avg. price of Receivers
*New table added in 2015 *Type of store where RECEIVERS are purchased
Jan-Feb 2015
Jan-Feb 2014
Farm/Ranch Stores
General Sporting Goods
Gun shows or expos
Local shop
Mass Merchant
Outdoor Specialty Store
Printed Catalog
Used (from individual)
Website
Other
Not sure
Number of purchases reported
*New table added in 2015
CONFIDENTIAL 289
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
*Reason for purchasing RECEIVERS
Jan-Feb 2015
Jan-Feb 2014
Replacement of a worn out part
An upgrade from what originally came on the gun at time of firearm purchase
An additional part similar to one that is already on the firearm
Number of purchases reported
*New table added in 2015
CONFIDENTIAL 290
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
*Type of firearm MAGAZINES purchased for
Jan-Feb 2015
Jan-Feb 2014
MSR rifle
Traditional Rifle
Handgun
Shotgun
Other
Number of purchases reported
*New table added in 2015 Size of MAGAZINES purchased
Jan-Feb 2015
Jan-Feb 2014
5
7
10
20
30
40
More than 40
Not sure
Number of purchases reported
CONFIDENTIAL 291
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Brand of MAGAZINES purchased
Jan-Feb 2015
Jan-Feb 2014
1911
AR-Stone
Armalite
Astra
Baikal
Beretta
Bernardelli
Bersa
Briley
Brownell
Browning
Bushmaster
Butler Creek
Cabela’s
Check Mate
Chip McCormick
CMMG
Coast to Coast
Colt
Command Arms (CAA)
Cotter & Co
CZ
DPMS
E-Lander
FN
Glock
GSG
Heckler & Koch (HK)
Hi-Point
High Standard
HotLips
Interarms
JP Enterprises
Kahr
Kel-Tec
Kimber
Llama
Lorcin
Magpul
Makarov
Marlin
Mauser
CONFIDENTIAL 292
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Mec-Gar
Mossberg
MWG
Noveske
Precision Reflex, Inc (PRI)
ProMag
Remington
Ruger
Savage
Sigarms
SigSauer
Smith & Wesson
Springfield Armory
Star
Surplus
TacStar
Tapco
Taurus
Thermold
ThompsonCenter
TripleK
Troy Industries
Walther
Wilson
Other
Not sure
Number of purchases reported
CONFIDENTIAL 293
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Cost of MAGAZINES purchased
Jan-Feb 2015
Jan-Feb 2014
$0.00 - $4.99
$5.00 - $9.99
$10.00 - $14.99
$15.00 - $19.99
$20.00 - $29.99
$30.00 - $39.99
$40.00 - $49.99
$50.00 - $59.99
$60.00 - $69.99
$70.00 - $79.99
$80.00 - $89.99
$90.00 - $99.99
$100.00 - $109.99
$110.00 - $119.99
$120.00 - $129.99
$130.00 - $139.99
$140.00 - $149.99
$150.00 or more
Not sure
Number of purchases reported
Avg. price of Magazines
*Price categories changed in 2015 Type of store where MAGAZINES are purchased
Jan-Feb 2015
Jan-Feb 2014
Farm/Ranch Stores
General Sporting Goods
Gun shows or expos
Local shop
Mass Merchant
Outdoor Specialty Store
Printed Catalog
Used (from individual)
Website
Other
Not sure
Number of purchases reported
CONFIDENTIAL 294
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Reason for purchasing MAGAZINES
Jan-Feb 2015
Jan-Feb 2014
Replacement of a worn out part
An upgrade from what originally came on the gun at time of firearm purchase
An additional part similar to one that is already on the firearm
Number of purchases reported
CONFIDENTIAL 295
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
*Type of firearm MUZZLE DEVICES purchased for
Jan-Feb 2015
Jan-Feb 2014
MSR rifle
Traditional Rifle
Handgun
Shotgun
Other
Number of purchases reported
*New table added in 2015
CONFIDENTIAL 296
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
*Brand of MUZZLE DEVICES purchased
Jan-Feb 2015
Jan-Feb 2014
Advanced Armament
BattleComp
BCM (Bravo Company)
Beavercreek Armory
Bowers
Brownells
Bushmaster
CMMG
Daniel Defense
Gemtech
Griffin
Huntertown
JP Enterprises
LANTAC
Liberty
Noveske
OPS, inc
OSS
PWS
Ranier
Silencerco
Spikes Tactical
SureFire
Tactical Solutions
Tapco
Thompson
Thunder Beast
Troy Industries
Vortex
Wilson Combat
Yankee Hill
YHM
Other
Not sure
Number of purchases reported
*New table added in 2015
CONFIDENTIAL 297
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
*Cost of MUZZLE DEVICES purchased
Jan-Feb 2015
Jan-Feb 2014
$0.00 - $24.99
$25.00 - $49.99
$50.00 - $74.99
$75.00 - $99.99
$100.00 - $124.99
$125.00 - $149.99
$150.00 - $174.99
$175.00 - $199.99
$200.00 - $249.99
$250.00 - $299.99
$300.00 - $349.99
$350.00 - $399.99
$400.00 - $449.99
$450.00 - $499.99
$500.00 - $549.99
$550.00 - $599.99
$600.00 - $649.99
$650.00 - $699.99
$700.00 - $799.99
$800.00 - $999.99
$1000.00 - $1249.99
$1250.00 - $1499.99
$1500.00 or more
Not sure
Number of purchases reported
Avg. price of Muzzle Devices
*New table added in 2015
CONFIDENTIAL 298
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
*Type of store where MUZZLE DEVICES are purchased
Jan-Feb 2015
Jan-Feb 2014
Farm/Ranch Stores
General Sporting Goods
Gun shows or expos
Local shop
Mass Merchant
Outdoor Specialty Store
Printed Catalog
Used (from individual)
Website
Other
Not sure
Number of purchases reported
*New table added in 2015 *Reason for purchasing MUZZLE DEVICES
Jan-Feb 2015
Jan-Feb 2014
Replacement of a worn out part
An upgrade from what originally came on the gun at time of firearm purchase
An additional part similar to one that is already on the firearm
Number of purchases reported
*New table added in 2015
CONFIDENTIAL 299
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
*Type of firearm TRIGGER ASSEMBLIES/TRIGGER GUARDS purchased for
Jan-Feb 2015
Jan-Feb 2014
MSR rifle
Traditional Rifle
Handgun
Shotgun
Other
Number of purchases reported
*New table added in 2015 *Brand of TRIGGER ASSEMBLIES/TRIGGER GUARDS purchased
Jan-Feb 2015
Jan-Feb 2014
CMC
CMMG
Elftmann
Giessele
JP Enterprises
Knights Armaments
Magpul
Molon Labe
Princeton
Rock River Arms
Timney
Wilson Combat
Other
Not sure
Number of purchases reported
*New table added in 2015
CONFIDENTIAL 300
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
*Cost of TRIGGER ASSEMBLIES/TRIGGER GUARDS purchased
Jan-Feb 2015
Jan-Feb 2014
$0.00 - $9.99
$10.00 - $14.99
$15.00 - $19.99
$20.00 - $29.99
$30.00 - $39.99
$40.00 - $49.99
$50.00 - $74.99
$75.00 - $99.99
$100.00 - $124.99
$125.00 - $149.99
$150.00 - $174.99
$175.00 - $199.99
$200.00 - $224.99
$225.00 - $249.99
$250.00 - $299.99
$300.00 or more
Not sure
Number of purchases reported
Avg. price of Trigger Guards/Assemblies
*New table added in 2015 *Type of store where TRIGGER ASSEMBLIES/TRIGGER GUARDS are purchased
Jan-Feb 2015
Jan-Feb 2014
Farm/Ranch Stores
General Sporting Goods
Gun shows or expos
Local shop
Mass Merchant
Outdoor Specialty Store
Printed Catalog
Used (from individual)
Website
Other
Not sure
Number of purchases reported
*New table added in 2015
CONFIDENTIAL 301
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
*Reason for purchasing TRIGGER ASSEMBLIES/TRIGGER GUARDS
Jan-Feb 2015
Jan-Feb 2014
Replacement of a worn out part
An upgrade from what originally came on the gun at time of firearm purchase
An additional part similar to one that is already on the firearm
Number of purchases reported
*New table added in 2015
CONFIDENTIAL 302
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
Mean amount spent per month on hunting and shooting equipment
Age of Respondents Jan-Feb 2015 Jan-Feb 2014
18 to 24
25 to 34
35 to 44
45 to 54
55 to 64
65 and older
Average Amount Spent
Household Income
Under $10,000
$10,000 to $19,999
$20,000 to $29,999
$30,000 to $39,999
$40,000 to $49,999
$50,000 to $74,999
$75,000 to $99,999
$100,000 to $149,999
$150,000 to $199,999
$200,000 or more
Average Amount Spent
Education Level
11 Years or Less
12 Years
1-3 Years of College
4 Years of College or More
I prefer not to say
Average Amount Spent
CONFIDENTIAL 303
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
APPENDIX A: DEFINITIONS OF SPECIES HUNTED AND STORE TYPES Species Hunted
Options seen by panelists in survey Labels in report table
Whitetail deer Whitetail deer
Mule deer, Blacktail, Sitka Mule deer, Blacktail, Sitka
North American non-native deer (axis, fallow) North American non-native deer
Elk Elk
Antelope Antelope
Bison/Buffalo Bison/Buffalo
Moose Moose
Caribou Caribou
Sheep, goat Sheep, goat
Bear Bear
Turkey Turkey
Alligator Alligator
Hog (including javelina) Hog
Waterfowl (ducks, geese) Waterfowl
Small game (rabbit, squirrel) Small game
Dove Dove
Upland game birds (quail, pheasant, grouse, chukar, woodcock, crow)
Upland game birds
Predator/predator calling (including coyotes) Predator/predator calling
Varmint/Furbearers (badger, beaver, prairie dog, groundhog, muskrat, otter, raccoon, ringtail, weasel, nutria, skunk)
Varmint/Furbearers
African game African game
Any other game Any other game
Store Types*
Options seen by panelists in survey Labels in report table
Farm/Ranch Stores (Big R, Coastal, Tractor Supply, Rural King) Farm/Ranch Stores
General Sporting Goods (Sports Authority, Dick's, Academy) General Sporting Goods
Gun shows or expos Gun shows or expos
Local shop (Mom and Pop shop) Local shop
Mass Merchant (Wal-Mart, K-Mart, Sam’s Club) Mass Merchant
Outdoor Specialty Store (Bass Pro, Cabela's, Gander Mountain) Outdoor Specialty Store
Printed Catalog (Bass Pro and Cabela's) Printed Catalog
Used (from individual) Used (from individual)
Website (Cabela's, Bass Pro, etc.) Website
Other Other
Not sure Not sure
*Note: “Used (from individual)” is no longer an option for firearms stores. Please see the New and Used Firearms section in Methods for more information.
CONFIDENTIAL 304
Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.
APPENDIX B: ITEMS WITH STANDARDIZED PRICE RANGES For your reference, following items had their price range adjusted slightly for standardization purposes. This means that the price ranges for these items presented to 2014 panelists was slightly different than the price ranges presented to 2015 panelists. Our assumption is that this change had little to no impact on the data. These items have 2014 data presented as the new price categories in this report. This is explained in the Price Range Updates section in Methods.
Firearms Air rifles/air guns Ammunition Handgun ammunition Rifle ammunition Shotgun ammunition Archery/Bowhunting Arrows Bow Stands Broadheads Fletching Peep sites Quivers Releases and tabs Rests Sights Silencers Stabilizers Strings & accessories Targets Black Powder Breech plug or nipple Bullets, balls and/or shot Cleaning Supplies Flints Patches Powder measure Primers Solvent Speed loader
Handloading/Reloading Brass Shell Cases Bullet mold Press Reloading Primer Reloading tools Shot Shotshell Hulls Shotshell Wads Optics Scope/Accessory mounts (rings and bases) Hunting Apparel Backpack/waist pack/duffle Vests Hunting Gear and Supplies Cover scent Food plot seed Hunting knives/multitools Lighting Lure scent Shooting Gear and Supplies Benches and rests Firearm Storage & Cleaning Gun case or sleeve Gun cleaning Firearm Parts/Accessories Choke tubes Slings