It’s December 2024, and by now, I’m usually sorting out a dozen different press releases a day from companies advertising their SHOT Show releases. A lot of times, I’ve never heard of these companies, and they get my contact info from the NSSF. Websites are republishing press releases with commentary, and the Outdoor Wire is running nearly nonstop! Normally, I’d be making a detailed plan for the show to hit the big ones.
Yet, that’s not happening this year. Seriously, where are the new releases? What’s going on? We are in the digital age, and while there are still a lot of surprise releases at SHOT Show, most releases are shown to us months before or at least a month before. I’m almost positive the P365 was first revealed in October.
The digital era shows us what’s gonna be at SHOT early. Big surprises are great, but if all the releases happen at SHOT, then a lot would get lost in the shuffle. Slow releases near the end of the year blend interest, get the most eyes, and help writers like me target where to stop and shop.
None of that seems to be happening this year.
Where Are the SHOT Show Releases?
Seriously, where are they? Taurus and Rossi have given us a few already. Charter Arms of all people released a new .380 Coyote revolver. LTT is doing an A300 Ultima Patrol Shotgun, which is slick and cool. Of all companies, Ruger has the most releases, with new versions of the 10/22 and Precision Rifle, as well as the RXM.
That’s it. I mean, I’m sure I’ve missed some, but as far as guns go, there aren’t a ton of great releases that have people jumping up and down. I’m pretty sure the T-Mag from Magpul generated more interest than most of the releases we’ve seen so far. Well, besides the RXM.
Why So Few SHOT Show Releases?
I think we’ve hit a peak industry slump. Ever since COVID, it’s been a bit of a slump. The Trump election has also taken urgency out of firearm purchases since things like Assault Weapon Bans aren’t likely. We’ve seen companies collapse this year. Kalashnikov USA is gone, Polymer80 is gone(mostly), and so is Adams Arms.
People have their guns, and there isn’t a ton of innovation coming out. People are famously not fond of new cartridges, like .30 Super carry. There isn’t much more we can do with current technology. Add optics here or there, add more capacity, or maybe bring back a gun like the Hi-Power and rake in the cash from millennials who haven’t inherited their parent’s collections yet.
Still, even then, there isn’t anything crazy new or even that crazy. Sometimes, just crazy guns will garner attention, and I’m half convinced companies introduce or propose crazy guns to bring attention to their brand. It’s purposeful vaporware for guns that will never come out.
Sadly, since Taurus has had a big change in the marketing and leadership department, we are seeing less crazy stuff and more practical stuff. They used to be my go-to with guns like the Curve and View all those years ago.
What Will SHOT Show Be Like This Year?
There aren’t a lot of SHOT Show releases this year unless they are hiding them all and waiting for SHOT. Fewer companies tend to be attending SHOT. Troy hasn’t been for years. SIG does its own thing now, and maybe that’s why we don’t see the typical SHOT Show releases.
Ruger’s leading the way. I’m not trying to insult Ruger because they do make fine guns, but they tend to be conservative. They don’t often lead the new release charge. However, this year, they are killing it! I didn’t see that coming. I’m sure Taurus, Rossi, and Heritage will have some neat stuff out at the show. PSA always has some surprises.
I’m still looking forward to the show, but I’m curious how it will be this year. I guess we’ll find out in about a month. I’ll see you there.
