Resources for FFLs To Attract More Customers

By Kristy Bauer

There are more than two million new gun owners on the market in the last two years. Do you know who they are? The National Sports Shooting Foundation (NSSF) and Southwick Associates did survey of more than 1,100 firearms owners in the United States who have made a purchase in the last six years to understand who is purchasing new firearms, and more importantly, why.  

As stated in the report, "People purchase products to satisfy an internal need or desire. Therefore, marketing to audiences based on their physical appearance – such as to young males or Hispanics collectively – will often minimize results compared to marketing towards peoples’ core needs and desires. This study segments firearm purchasers based on their motivations to purchase a firearm and provides personas for each unique segment."
The five major segments of U.S. firearms owners

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The 5 Gun Owner Personas

The research summarized in the Firearms Consumer Personas Report helps firearms sellers to understand and target consumers based on core needs and desires rather than demographic information or use characteristics. This allows sellers to communicate more clearly, target better, build inventory to address purchase drivers and create educational opportunities and marketing strategies to grow their business more effectively.  

Family Guardian

The Family Guardian makes up the largest percentage of the market. Many Family Guardians made their most recent purchase to avoid future sales restrictions. These consumers value reliability in a firearm over most other factors.  

Skills Builder

The Skills Builder is the youngest consumer persona. They enjoy the sport of shooting and are driven by a need for fun or relaxation with sport shooting. The Skills Builder wants a good value in their firearm purchase.  


Hunters view firearm ownership through a different lens than many other consumers. They’re driven to purchase by a desire to spend time with family and friends, and gain satisfaction from new challenges and improving skills.

Urban Defender

The fun, social aspects of firearm ownership are not of interest to Urban Defenders. Almost half of this segment is female. Urban Defenders gain satisfaction from shooting as they build confidence and improve their skills.  

Prepared for the Worst

More than a quarter of this persona are first time buyers. Prepared for the Worst consumers will try multiple firearms and visit multiple retailers before making a purchase.  

Download this free resource to learn more about your consumers and how to grow your business to reach them!

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About the Author

Kristy Bauer Carney | Head of Product Management

As Head of Product Management at Bravo, Kristy is responsible for leading Bravo's development roadmap. Kristy has over 15 years of experience working across all levels of pawn and FFL. Having worked as a pawnbroker and in sales and product development for multiple pawn software companies, including PawnMaster, she's a pro at understanding industry trends and market outlooks, and how that can impact Bravo customers. She is a product expert who knows what matters to pawnbrokers, and is known to go above and beyond to help develop the best solutions for their needs.

Kristy holds Masters certificates in Internet Marketing from the University of San Francisco and UX Design from the UX Design Institute in NY. She lives in Stoddard, WI with her husband, son, dog and two cats.