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Q3, 2021 RetailBI Firearm Sales & Manufacturer Market Share Results

Business
October 5, 2021

With the third quarter of 2021 wrapped up, it’s time to reveal the top selling firearms, ammunition, and manufacturer market share results – brought to you by RetailBI!

About this report

For both dealers and consumers within the shooting sports industry, important facts and figures matter. And by leveraging aggregated transactional data anonymously reported into RetailBI by ~2,500 brick and mortar stores and online retailers across the nation, we’re excited to report the following results. Let’s dive in!

Pistols – Top 10 Selling UPCs

Rank Product UPC Caliber Avg Price
#1 Glock 43X, Semi-Automatic Pistol, Striker Fired, Sub-Compact, 9MM, 3.41" Barrel, Polymer Frame, Black Finish Slide, Fixed Sights, 10+1 Capacity, 2-10 Round Magazines 764503037894 9MM $501.77
#2 Glock 19 G5, Semi-Automatic Pistol, Striker Fired, Compact, 9MM, 4.02” Barrel, Polymer Frame, Black Finish Slide / Front Serrations, Fixed Sights, 15+1 Capacity, 3-15 Round Magazines 76450303725 9MM $592.12
#3 Sig Sauer P365 X, Semi-Automatic Pistol, Striker Fired, Micro-Compact, 9MM Luger, 3.10” Barrel, Stainless Steel Frame/Polymer Grip, Black Nitron Stainless Steel Slide, X-RAY3 Day/Night Sights, 12+1 Capacity, 2-12 Round Magazines 798681600991 9MM $626.28
#4 Smith & Wesson M&P9 SHIELD EZ M2.0, Semi-Automatic Pistol, Internal Hammer Fired, Micro-Compact, 9MM Luger, 3.675” Barrel, Polymer Frame, Black Finish Slide, Grip/Thumb Safety, 3-Dot Sights, 8+1 Capacity, 2-8 Round Magazines 022188879209 9MM $475.98
#5 Glock G17 G5, Semi-Automatic Pistol, Striker Fired, Full Size, 9MM, 4.49” Barrel, Polymer Frame, Black Finish Slide / Front Serrations, Fixed Sights, 17+1 Capacity, 3-17 Round Magazines 764503037108 9MM $592.03
#6 Smith & Wesson M&P9 Shield Plus, Semi-Automatic Pistol, Striker Fired, Micro-Compact, 9MM Luger, 3.1” Barrel, Polymer Frame, Matte Black Slide, Grip/Thumb Safety, Flat Face Trigger, 3-Dot White Sights, 10+1 / 13+1 Capacity, 1-10 Round & 1-13 Round Magazinety, 3-17 Round Magazines 022188884920 9MM $505.87
#7 Sig Sauer P365 XL, Semi-Automatic Pistol, Striker Fired, Micro-Compact, 9MM Luger, 3.70” Barrel, Stainless Steel Frame/Polymer Grip, Black Nitron Stainless Steel Slide, Romeo Zero Optic with XRAY3 Front Sight, 12+1 Capacity, 2-12 Round Magazines 798681622719 9MM $776.92
#8 Sig Sauer P365 XL, Semi-Automatic Pistol, Striker Fired, Micro-Compact, 9MM Luger, 3.70” Barrel, Stainless Steel Frame/Polymer Grip, Black Nitron Stainless Steel Slide, XRAY3 Day/Night Sights, 12+1 Capacity, 2-12 Round Magazines 798681618798 9MM $629.94
#9 Glock 19X, Safe Action, Semi-Automatic Pistol, Striker Fired, Compact Size, 9MM, 4.01” Marksman Barrel, Coyote Polymer Frame, Coyote Slide, 3-Dot Night Sights, Coyote Magazines, Coyote Box, 2-19 Round Magazines 764503026911 9MM $649.33
#10 Ruger 57, Semi-Automatic Pistol, Striker Fired, Double Action, Full Size, 5.7x28MM, 4.94” Barrel, Glass Filled Nylon Frame, Black Oxide Finish Slide, Fiber Front & Adjustable Rear Sights, Ambidextrous Safety, 20+1 Capacity, 2-20 Round Magazines 736676164011 5.7X28 $450.62

Pistols – Manufacturer Market Share

Revolvers - Top 10 Selling UPCs

Rank Product UPC Caliber Avg Price
#1 Colt Python Revolver, Double Action, 357 Magnum, 4.25” Barrel, Steel Frame, Stainless Finish, Walnut Grips, 6 Round Capacity, Red Ramp Front/Adjustable Rear Sights 098289003287 357 MAG $1561.71
#2 Colt Python Revolver, Double Action Only, 357 Magnum, 6” Barrel, Steel Frame, Stainless Finish, Walnut Grips, 6 Round Capacity, Red Ramp Front/Adjustable Rear Sights 098289003270 357 MAG $1594.67
#3 Colt Anaconda Revolver, Double Action, 44 Magnum, 6” Barrel, Steel Frame, Stainless Finish, Hogue Rubber Grips, 6 Round Capacity, Red Ramp Front/Adjustable Rear Sights 098289005342 44 REM MAG $1732.85
#4 Smith & Wesson Model 642 Revolver, Double Action, 38 Special, 1.875” Barrel, Alloy Frame, Stainless Finish, Rubber Grips, Fixed 5 Round Capacity, Fixed Sights 022188638103 38 SPECIAL $482.79
#5 Colt King Cobra Revolver, Double Action, 357 Magnum, 3” Lug Barrel, Steel Frame, Stainless Finish, Hogue Rubber Grips, 6 Round Capacity, Brass Bead Front Sight 098289001283 357 MAG $893.94
#6 Smith & Wesson Model 442 Revolver, Double Action, 38 Special, 1.875” Barrel, Alloy Frame, Matte Finish, Rubber Grips, 5 Round Capacity, No Internal Lock 022188137545 38 SPECIAL $485.41
#7 Colt Anaconda Revolver, Double Action, 44 Magnum, 8” Barrel, Stainless Steel Frame, Hogue Rubber Grips, 6 Round Capacity, Red Ramp Front/Adjustable Rear Sights 098289005359 44 REM MAG $1595.41
#8 Smith & Wesson Governor Revolver, Double Action, 410-2 ½ 45 ACP, Scandium Alloy Frame, Black Finish, Synthetic Grip, 6 Round Capacity 022188604108 45/410 $846.20
#9 Smith & Wesson Model 642 Revolver, Double Action, 38 Special, 1.875” Barrel, Alloy Frame, Stainless Finish, Laser Grip, 5 Round Capacity, Crimson Trace Laser, Fixed Sights 022188638110 38 SPECIAL $707.35
#10 Smith & Wesson Model 637 Revolver, Double Action, 38 Special, 1.875” Barrel, Alloy Frame, Stainless Finish, Rubber Grips, 5 Round Capacity, Fixed Sights 022188630503 38 SPECIAL $488.52

Revolvers - Manufacturer Market Share

Rifles - Top 10 Selling UPCs

Rank Product UPC Caliber Avg Price
#1 Smith & Wesson M&P 15 Sport II, Semi-Automatic Rifle, AR-15, 5.56 NATO, 16” Barrel, Black Finish, Black Collapsible Stock, Flip Up Rear Sight, Flat Top, 30+1 Round Capacity 022188868104 5.56 NATO $743.37
#2 Daniel Defense DDM4V7, Semi-Automatic Rifle, 556 NATO/223 REM, 16” Cold Hammer Forged Barrel, 1:7 Twist, Black Finish 815604018456 5.56 NATO $1665.14
#3 Smith & Wesson M&P 15-22, Semi-Automatic, AR, 22LR, 16.5” Threaded Barrel, Black Finish, Black Collapsible Stock, Flip Up Rear Sight, 25 Round Capacity 022188868203 22 LR $440.76
#4 Smith & Wesson M&P15-22, Semi-Automatic, AR, 22LR, 16.5” Threaded Barrel, Black Finish, 10” M&P Slim Handguard with Magpul M-LOK, MP100 4MOA Red/Green Dot Optic Included, 25 Round Capacity 022188879193 22 LR $464.75
#5 Sig Sauer R716I-16B-TRD 716 Thread, Semi-Automatic, AR-10, 308 Win, 7.62 NATO, 16” Barrel, Black Finish, Black Adjustable Telescopic Stock, 20+1 Round Capacity 798681622207 308 WIN $1438.48
#6 Colt M4 Carbine, Semi-Automatic, 5.56 NATO/223 REM, 16.1” Barrel, Black Finish, 4-Position Collapsible Stock, Flip Up Rear Sight / A2 Front, 30+1 Round Capacity 098289023513 5.56 NATO $1099.60
#7 Smith & Wesson M&P 15 Sport II, Optics Ready, Semi-Automatic, AR, 556 NATO/223 REM, 16” Barrel, Black Finish, Black Collapsible Stock, Red/Green Dot Sight Included, 4MOA Dot, 30+1 Round Capacity 022188879643 5.56 NATO $770.54
#8 FN SCAR 17S, Semi-Automatic, 7.62x51mm NATO, 16.25” Barrel, Flat Dark Earth Finish, Telescoping Side-Folding w/Adjustable Cheek Stock, 20+1 Round Capacity 845737010539 308 WIN $3167.20
#9 Springfield STV916556B SAINT Victor, Semi-Automatic Rifle, 5.56 NATO, 16” Barrel, Black Finish, 6-Position Collapsible Stock, Flip Sight, Flat Top, 30+1 Round Capacity 706397925505 5.56 NATO $1051.71
#10 Smith & Wesson M&P 15, Sport II, Optics Ready, Semi-Automatic, AR, 556NATO/223 REM, 16” Barrel, Black Finish, Black Collapsible Stock, 30+1 Round Capacity 022188866421 5.56 NATO $650.12

Rifles - Manufacturer Market Share

Shotguns - Top 10 Selling UPCs

Rank Product UPC Caliber Avg Price
#1 Benelli M4 Tactical Shotgun, Semi-Automatic, 12 Gauge, 18.5” Barrel, Pistol Grip, 5+1 Round Capacity 650350117073 12 GA $1,824.05
#2 Mossberg 50659 590 Shotgun, Shockwave Pump Action, 12 Gauge, 14” Barrel, 5+1 Round Capacity 015813506595 12 GA $448.05
#3 Kel-Tec KSG Shotgun, Pump Action, 12 Gauge, 18.5” Barrel, 14+1 Round Capacity 640832003192 12 GA $870.508
#4 Rock Island VR80 Shotgun, Semi-Automatic, 12 Gauge, 20” Barrel, 5+1 Round Capacity 868042198037 12 GA $656.30
#5 Benelli M1014 Limited Edition Tactical M4 Shotgun, Semi-Automatic, 12 Gauge, Ghost Riding Sights, Pistol Grip Stock, 18.5” Barrel, 5+1 Round Capacity 650350117011 9MM $1941.63
#6 Benelli SBE 2 Left-Hand/Max-5 Shotgun, Semi-Automatic, 12 Gauge, 28” Barrel, 3+1 Round Capacity 650350101164 12 GA $1253.86
#7 SDS Imports ANG 4PT Shotgun, Semi-Automatic, 12 Gauge, 18.50” Barrel, Black Fixed Pistol Grip with Adjustable Cheek Riser Stock, 5+1 Round Capacity 713135219031 12 GA $309.70
#8 Beretta A300 Ultima Shotgun, Semi-Automatic, 12 Gauge, 28” Barrel, 3+1 Round Capacity 082442937984 12 GA $740.52
#9 IWI US Tavor TS12 Shotgun, Semi-Automatic, 12 Gauge, 18.50” Barrel, Black Fixed Bullpup Stock, 15+1 Round Capacity 818004020340 12 GA $1253.80
#10 Kel-Tec KS7 Shotgun, Pump Action, 12 Gauge, 18.5” Barrel, Black Finish, Synthetic Stock, 6+1 Round Capacity 640832007787 12 GA $4601.24

Shotguns - Manufacturer Market Share

Ammo - Top 10 Selling UPCs

Rank Product UPC Caliber Avg Price
#1 CCI/Speer, Blazer Brass, 9MM, 115 Grain, Full Metal Jacket, 50 Rounds Per Box 076683052001 9MM $22.71
#2 Magtech Sport, 9MM Luger, 115 Grain, Full Metal Jacket 50 Rounds Per Box 754908114016 9MM $23.62
#3 Fiocchi, Centerfire Pistol, 9MM, 115 Grain Full Metal Jacket, 50 Rounds Per Box 762344001623 9MM $24.35
#4 PMC, Bronze, 223REM, 55 Grain, Full Metal Jacket, 20 Rounds Per Box 741569060080 223 REM $14.03
#5 Sellier & Bellot, 9MM, 115 Grain, Full Metal Jacket, 50 Round Per Round Box 754908500086 9MM $23.88
#6 Frontier Cartridge FR200, 223 REM/5.56 NATO, 55 Grain Full Metal Jacket, 20 Rounds Per Box 090255711394 5.56 NATO $13.04
#7 Federal AE9AP, Standard 9MM, Full Metal Jacket, 124 Grain 50 Round Per Box 029465088569 9MM $24.46
#8 Winchester Lake City, 5.56 NATO, FMJ 55 Grain, 20 Rounds Per Box 020892201880 5.56 NATO $14.85
#9 Sellier & Bellot, 45 ACP, 230 Grain, Full Metal Jacket, 50 Rounds Per Box 754908500253 45 ACP $31.50
#10 Winchester USA Valor, 5.56x45 NATO/223 REM, 62 Grain, Green Tip, 125 Rounds Per Box 020892230798 5.56 NATO $106.19

Ammo - Manufacturer Market Share

More About RetailBI

Built specifically for firearm and outdoor sports industry executives, RetailBI is the largest consumer sales analytics platform on the market, allowing you access to robust sets of decision-making data at the click of a button.

With transactional data aggregated from more than 2,500 shooting sports retailers throughout the United States, you can take advantage of:

Tracking Online & In-Store Transactions, with RecordsDating Back to 2017

  • Gauge retail sales performance vs. your competition
  • Get insights into sales trends to assist with production decision
  • Understand market share and top gainers / losers
  • Regionalized data showing geographical sales trends
  • Viewing 100k+ UPCs from all major manufacturers
  • Product categories of firearms, ammo, magazines, optics, knives + more
  • The ability to export all data to Excel

Beautiful Customized Dashboards with Intuitive Design

  • Easy access to retailer sales data
  • Visualize data by: Category, Subcategory, UPC,Online vs. In-Store Sales, Specific Manufacturer

To learn more about RetailBI, request your personalized demo today!

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