Best Practices for Gauging Consumer Interest in a Firearms Product
Launching a new firearms product is a significant investment, and ensuring its success requires understanding consumer demand before going into full production. By leveraging social media, email marketing, and direct consumer engagement, firearms manufacturers and retailers can gauge interest and refine their offerings.
Love them or hate them, a great recent example of this is Palmetto State Armory (PSA), which used social media and online polling during the 2025 SHOT Show to determine which of their prototype firearms had the most demand. Their strategy helped them identify winning products while keeping their audience engaged.
In this article, we’ll cover best practices for gauging consumer interest in a firearms product using digital marketing strategies that have proven successful in the industry.
So, if you are thinking about launching a new product in the firearms market get ready to take some notes.
Table of Contents
Utilize Social Media for Real-Time Feedback
Social media is one of the most powerful tools for measuring consumer interest. Firearms brands can create engaging content that encourages discussion and allows potential buyers to voice their preferences.
Best Practices:
- Tease product concepts with short-form video content. Platforms like YouTube Shorts, Instagram Reels, and TikTok are ideal for high-engagement posts.
- Use polls and direct questions. Facebook, Instagram, and X (formerly Twitter) allow brands to post surveys asking customers which features or models they prefer.
- Encourage user-generated content. Ask followers to share opinions, tag friends, or submit comments about potential product ideas.
Example: PSA’s SHOT Show 2025 campaign featured a video unveiling new firearm prototypes, with a direct call-to-action (CTA) for users to vote on their favorites. This method not only gathered insights on product demand but also kept potential customers engaged.
Leverage Email Marketing for Deeper Insights
Email marketing remains one of the most effective ways to engage a dedicated audience and collect valuable consumer feedback. Unlike social media, emails allow for more detailed responses and direct customer interactions.
Best Practices:
- Segment your email list. Separate casual followers from serious buyers and tailor messaging accordingly.
- Use surveys and feedback forms. Send dedicated emails asking subscribers to vote on potential product features.
- Include incentives. Offer exclusive discounts, early access, or a giveaway entry in exchange for completing a product interest survey.
Example: A firearms manufacturer could send an email with the subject line:
“Help Us Design Our Next Rifle—Vote for Your Favorite Features!”
This type of engagement ensures that respondents are genuinely interested in the product and willing to take action.
Create a Dedicated Landing Page for Pre-Orders and Interest Tracking
A landing page can serve as the central hub for gathering interest in a new firearms product. This page should include key details about the potential product, high-quality images or renders, and a CTA encouraging users to sign up for updates or pre-orders.
Best Practices:
- Include a “Vote for Your Favorite” section. Users should be able to express interest in different variations of the product.
- Use urgency tactics. Phrases like “Limited Early Access Available” or “Be the First to Own This Firearm” help drive sign-ups.
- Track engagement metrics. Analyze click-through rates (CTR) and sign-up conversion rates to gauge demand.
Example: If a company is testing demand for a new 9mm PCC (Pistol Caliber Carbine), they could launch a page with concept images and a sign-up form where users register their interest and get updates on the product’s development.
Of course, we should also note that we don’t recommend taking anyone’s money until you are in full production and ready to ship. As you don’t want to end up on Gun Jesus’ naughty list. Follow LM Iron Works example.
Host Live Q&A Sessions and Webinars
A live video session allows brands to interact directly with their audience, answer questions, and gain immediate insights into what consumers want.
Best Practices:
- Use YouTube, Facebook Live, or Instagram Live. These platforms notify followers when a live event starts, increasing participation.
- Encourage comments and real-time voting. Ask viewers which features they prefer in the comments section.
- Invite industry influencers. Partnering with well-known firearms influencers increases credibility and reach.
Example: This is easier for accessory manufacturers to do, since YouTube does not want firearms on livestreams. A color or a meme-based design suggested in the chat may give you could spark crazy demand. To give you an idea of how silly ideas can blow up Kruschiki Supply Company just launched a camo wizard hat, and it sold out so fast that they opened up preorders for the next run. I now have something that I never knew I wanted but now need. Thanks, KSC….
the marpat wizard hat goes crazy pic.twitter.com/Eb3wVqY4Dk
— krus🪖 (@krus_chiki) January 30, 2025
Monitor Online Firearms Communities and Forums
Gun forums like AR15.com, r/guns (Reddit), and industry-specific Facebook groups are filled with enthusiasts eager to discuss new products. Monitoring these spaces can provide honest and passionate feedback from potential customers.
Best Practices:
- Post prototype images and ask for opinions. Engaged communities love discussing upcoming products.
- Look for recurring questions and trends. If many users request a certain feature, it’s worth considering for production.
- Engage respectfully and provide insider updates. Transparency builds brand loyalty and trust.
Run Targeted Digital Ads to Test Demand
Before committing to a full production run, firearms accessory brands can run targeted ads to gauge real-world interest.
Best Practices:
- Use Facebook and Google Ads to drive traffic to a landing page. If a large number of users click and sign up, demand is strong.
- Test multiple ad variations. Different designs and messaging can reveal what resonates most with consumers.
- Use A/B testing. Compare different versions of the product name, features, and marketing angles to optimize for conversions.
Obviously, this could easily be a larger financial investment than organic social media, and paid advertising is very limited for FFLs’ products, but for an established brand this is something to consider.
Conclusion - Policing the Brass
Gauging consumer interest in a firearms product before production is crucial for reducing risk and ensuring market success. By leveraging social media engagement, email marketing, landing pages, live Q&A sessions, firearms forums, and targeted ads, brands can make data-driven decisions on what to bring to market.
Palmetto State Armory’s SHOT Show 2025 campaign is a prime example of how a well-executed strategy can generate excitement, involve customers in the decision-making process, and increase brand loyalty.
Firearms manufacturers and retailers that adopt similar approaches will stay ahead of the competition while delivering products their customers truly want.
