Rack & Revenue's Q4 Growth Guide

The Business Side of the Gun Counter

November 12, 2025 • Estimated Reading Time: 4 minutes

The Turnaround

We made it — Q4 of 2025.

If your summer felt slow, you weren’t alone. Foot traffic dipped, online conversions dragged, and half your customers seemed to be just “looking.” It’s part of the cycle, but the good news is we’re through it. Hunting season’s here, kids are back in school, and we’re stepping into the most profitable stretch of the year: the holidays.

This is where things turn. The next few weeks decide how strong you start 2026 — not just in sales, but in systems. The goal now is to turn that holiday rush into real profit, not just more transactions.

Sell on Value — Not Price

Every FFL in the country is about to run a sale — ten percent off this, fifteen off that — the same banners, the same flyers, the same race to the bottom. That’s not how you win anymore.

The FFLs that actually make money this time of year aren’t the ones cutting deeper; they’re the ones adding value. They know customers will spend, but they want to feel like they’re getting something special for their dollar.

Instead of slashing price tags, stack value. Bundle experiences, perks, or convenience with every purchase. Maybe it’s a free hour on the range when someone buys a rifle. Maybe it’s an entry into a giveaway when they buy ammo in bulk. Maybe it’s a “Holiday Zeroing Session” for anyone who picks up optics this month. You’re not discounting — you’re upgrading the experience. The product stays at full margin, but the perceived value skyrockets. That’s how you separate your business from the sea of red “SALE” signs. Price cutting brings traffic; value building brings profit.

Run Sales Strategically

Instead, use your discounts strategically. Run sales to accomplish something — clear old inventory, introduce customers to higher-margin categories, or bundle slow movers with items that naturally sell.

Discount the accessory, not the gun. Offer ten percent off optics when purchased with a rifle. Move low-turnover calibers by pairing them with a rebate or raffle entry. Every sale should have intent behind it — improving cashflow, converting new customers, or freeing shelf space for 2026. Discounts are a tool, not a habit. Use them to steer the business, not to survive the weekend.

Use December to Feed Next Year

The rush is great, but the follow-up is what pays you twice. Before the year wraps, send every holiday customer a quick thank-you note:

“Thanks for shopping local this season — here’s $25 toward your first range session of 2026.”

Simple. Personal. It keeps your pipeline warm, boosts memberships, and gives every customer a reason to come back when everyone else goes quiet. January shouldn’t feel like recovery — it should feel like momentum, the start of something compounding.

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Clean Up While You Cash In

Between the chaos and caffeine, block off one afternoon for the unglamorous stuff. Run your bound book reconciliation, archive your 4473s, count inventory, check NICS expirations — all while the cash is still flowing.

A clean audit trail now means no panic later, and tools like FastBound or Orchid make it almost painless. Wrap the year like a professional, and you’ll walk into Q1 already ahead of schedule.

Final Thought

This quarter isn’t about surviving; it’s about proving you can run your shop like a system, not a scramble. Sell smarter. Package value. Let automation do the heavy lifting. When January hits, you shouldn’t be asking “How do I recover?” You should be asking “Whats Next?”

Know someone in this industry who’s tired of waiting for foot traffic? Forward this drop and let them know they’re not alone.