As noted in last week’s edition of SEW, the National Shooting Sports Foundation said the 2010 SHOT Show was a great success as a near-record 58,444 exhibitors, retailers and press members crowded the halls of the Sands Expo and Convention Center is Las Vegas, NV. Of course, a high-profile FBI sting on Monday-that ended with 22 people being charged as part of a two-and-a-half-year undercover investigation into a bribery scheme-provided an interesting kick-off. The NSSF and attendees didn’t allow that to ruin an otherwise successful week, as buyers and manufacturers continue to ride the momentum from a strong hunting and shooting market into the new year.
Retailers and manufacturers alike know the industry won’t be flying high forever, but for now, the opportunity to capitalize on an extremely responsive consumer market is golden, and identifying the right product at the ideal price point can magnify traffic and sales exponentially. There were hundreds of thousands of products on display at the SHOT Show, but a few clearly caught the eye of skeptical buyers. To follow, SEW highlights several products and brands that made waves at the show.
As noted last week, the crossbow industry has seen interest and participation numbers surge as a growing numbers of states loosen or abandon legislation restricting crossbow hunting in attempts to stimulate interest in outdoor sports. With crossbow hunting recently legalized in Pennsylvania and Ohio (and in turn uncovering crucial markets) and tabled in other states, including North Carolina, the crossbow market will continue to thrive. Likewise, with increased land development in many areas of the country, bowhunting has seen a renaissance of sorts as more big game hunters are forced to hunt within city limits and in close confines with housing projects and similar developments. As outlined in last week’s SEW, crossbow specialists Barnett and TenPoint have both supplemented their lines for 2010, including introducing more conservative price points for the novice cross bow hunter.
For firearms, BenelliUSA’s Legend 28 and Winchester’s Model 70 Safari Express were highlighted, but there were other brands piquing interest, as well.
Browning focused on its X-Bolt rifle line, which recently received the NRA’s endorsement as the 2009 Golden Bullseye Award for Rifle of the Year. The X-Bolt line of rifles features Browning’s Feather Trigger system, which Browning says provides a clean, crisp pull with the use of precise engagement angles and hard chrome steel components. For 2010, Browning has supplemented its X-Bolt line with the introduction of the X-Bolt White Gold, which utilizes a stainless steel barrel and action and a gloss finished high-grade walnut stock complete with rosewood fore-end and grip cap. The White Gold retails around $1,400 and is available in all popular calibers from .243 Win. through .338 Win. Mag.
Browning called its Maxus Hunter its “Hottest firearm product of the 2010 SHOT Show.” The Maxus line, which was introduced at last year’s SHOT Show and has since won the NRA’s Golden Bullseye Award for “Shotgun of the Year,” claims to deliver up to 18% less felt recoil, 44% less muzzle jump, 19% faster bolt speed and 24% faster locktime than the closest competitor. Priced between $1,399 and $1,532, the Maxus Hunter features a Satin nickel engraved receiver and a walnut stock with a close radius pistol grip.
At Sig Sauer, representatives lauded the market’s reception of the P238, a lightweight and slim .38 caliber designed for personal protection. Originally launched in 2009, Sig’s 2010 line of P238s includes several new styles, including Blackwood, Rosewood, Equinox, SAS and Rainbow, which feature a colorful rainbow titanium slidewood finish. The single action P238, priced between $540 and $650 depending on the model, features a frame-mounted safety and drift-adjustable sights.
Sig Sauer also focused on the SIG522, a tactical-style rifle that fires affordable .22LR ammunition. Designed to serve as a training device, the full-sized SIF522 features a metal receiver, a collapsible folding and locking stock and a Piscatinny rail. Available in two models, the SIG522, retails at around $570.
At the Glock booth, most of the attention was focused on the Gen4 pistols, which features a multiple backstrap system that allows the user to change the circumference of the grip to fit individual hand size. The Gen4 also features a reversible and enlarged release catch that allows users to switch access of the catch to the left or right side of the pistol. The Gen4, available in a .40 caliber and 9×19, retails between $550 to $600.
As was the case last year, Optics companies have prospered from the run on firearms, as well.
Leupold & Stevens announced the launch of its new Tactical Optics Division, which plans a number of new product innovations for 2010, including the Mark 4 Close, Mid, Long, and Extended range riflescopes. L&S also launched its DeltaPoint next-generation reflex sight, which the company dubbed as the “next generation of illuminated reflex sights.” The DeltaPoint features a shooting optic that includes an innovative aspheric lens, motion activation, auto-brightness sensor, locking elevation and windage adjustment sensor. It retails for between $300 and $400.
Among other products, Carl Zeiss Sports Optics introduced the high-performance Victory Compact Point reflex sight, which features a fine, bright illuminated red dot for faster target acquisition. Zeiss says the Compact Point’s lens element is about 25% larger than the average reflex sight. It’s available in two models, including the Standard ($500), made for rifles, shotguns and handgun, and the Blaser ($700), designed for the R93 and Blaser break action weapons.
Nikon’s new line of optics included, among others, the TurkeyPro BTR, a new, 1.54-5x35mm shotgun scope that is designed to work as a ranging tool as well as an aiming device. The BTR’s circle-within-a-circle allows the shooter to use convergence to help determine when a turkey steps into range. The BTR retails for around $350.
Nikon also announced the Archer’s Choice MAX, a bowhunting-specific rangefinder designed by Ralph and Vicki Cianciarulo of Archer’s Choice TV. The Archer’s Choice features Nikon’s all-new Active Brightness Viewfinder, a technology that allows fast reads against nearly any background during challenging light conditions. The Archer’s Choice retails for around $330.
