Gun market’s changing demographics

Main customers are too old, too white, too male and too Southern, same as the Republican party.

by Tim Dickinson

For gunmakers, the political fight over assault rifles and high-capacity pistols is about more than just profits — it's about the militarization of the marketplace and represents a desperate bid by gunmakers to prop up a decaying business. The once-dependable market for traditional hunting guns has fallen off a cliff. To adapt, the firearms industry has embraced a business strategy that requires it to place the weapons of war favored by deranged killers like Adam Lanza and Jared Loughner into the homes and holsters of as many Americans as possible. "They're not selling your dad's hunting rifle or shotgun," says Josh Sugarmann, executive director of the Violence Policy Center, a top industry watchdog. "They're selling military-bred weaponry."

As recently as 2008, shotguns, rifles and other traditional hunting weapons made up half of all new civilian gun sales in America, according to SEC documents — a brisk billion-dollar business. Today, hunting guns account for less than a quarter of the market, and the hunting industry is forecasting a 24 percent drop in revenue by 2025. Gunmakers are on the wrong side of the same demographic curves that haunt the modern Republican Party. Its customer base is too old, too white, too male and too Southern. According to Gallup, 61 percent of white males in the South own guns today. Nationwide, just 18 percent of Latinos do. "The white males are aging and dying off," says Sugarmann. Flooding the market with battle-ready guns, he says, "is an effort to find one new, shiny thing to sell them."…

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