Black Friday Ads: Gun Deals, Rebates Reflect Sales Slump

Because nothing says merry Christmas better than firearms and ammunition, gun manufacturers are offering Black Friday deals and more aggressive promotions to overcome slipping sales over the past year.

Mass shootings typically bring calls from the left to close loopholes and tighten restrictions on gun ownership, but the debate is often shut down as politicization of a tragedy. Gun control measures would most likely face a tough road in a Republican-controlled Congress, but as mass shootings become more deadly, the call for reform of gun laws increases.

Gun companies Remington Arms and American Outdoor Brands, which owns Smith & Wesson, are both offering pre-Black Friday or Black Friday deals, according to their websites. It’s not clear if Sturm Ruger & Co. will discount prices during the holiday prices, but the company did say in an earnings call that it planned “more promotions” that are “moderately more aggressive than last year.”

Gun sales have slumped in recent months, and the FBI says it has been conducting fewer background checks, another signal that gun sales are declining, The New York Times reported. In September, the FBI’s National Instant Criminal Background Check System processed about 2 million checks, compared to 3.3 million, the record, in December 2015.

American Outdoor Brands said in September that its quarterly sales plummeted 37.7 percent from the year prior. Ruger said in August sales its annual sales declined 22 percent over the past year, but said sales in 2017 were depressed “due to stronger-than-normal demand during most of 2016, likely bolstered by the political campaigns for the November 2016 elections.”

In its pre-Black Friday sale, privately held Remington Arms is cutting $100 from the price of handguns purchased before Saturday, Nov. 18. The company is offering Black Friday rebates on ammunition and select firearms.

American Outdoor Brands is offering a $50 gift card with the purchase of a Smith & Wesson revolver or M&P Bodyguard 380 pistol.s

"We believe consumers right now are seeking compelling promotions and we fully intend to participate as required to protect and grow our market share," American Outdoor CEO James Debney said in September of the company's full-year outlook.

Several retailers are also savings on firearms and related items, according to gun.deals.com:

Cabela’s Pre-Black Friday Sale
Cabela’s Black Friday Ad
Dick’s Sporting Goods Black Friday Ad
Field & Stream Black Friday Ad
Academy Sports Black Friday Ad
Academy Sports Cyber Monday Ad
Bass Pro Shops Black Friday Ad
Tractor Supply Black Friday Ad
Dunham’s Sports Black Friday Ad

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