As we get deeper into 2025 were are all grappling to understand the market and strategies to improve sales. FMG publications recently released a good article, A Repeat Performance written by Hank Yacek. For those of you who haven't had the opportunity to dig in, it's worth a read. Hank does a great job of comparing 2024 vs. 2016 as well as discussing our post pandemic lull or "Market Hangover" as Hank calls it. One thing that I would add to his optimistic “Next 4 Years” outlook, would be the addition of 26.2 million new gun owners since 2020. Early on, I was privy to some stand-alone reengagement campaigns by manufacturers and a few savvy retailers, but most movements have fizzled or never gained enough support to justify the spend.
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