Triggering Change: The Rapid Growth of Female Gun Buyers
We are witnessing a quiet revolution in the American gun landscape. Women, traditionally a minority among gun owners, are now the fastest-growing demographic purchasing firearms in the U.S. This surge, particularly pronounced during the tumultuous years of the pandemic, challenges conventional notions about gun ownership and raises important questions about self-defense, empowerment and societal shifts. It also presents a unique opportunity for us in the gun safety industry to address new consumer needs and priorities.
Major shift in gun ownership
The percentage of female gun owners has surged from a mere 13% in 2005 to 25% in 2023. According to a survey by the National Shooting Sports Foundation (NSSF), women accounted for nearly 40% of all new gun buyers between 2019 and 2021. While the pandemic and civil unrest in 2020 fueled a general increase in gun sales, women emerged as the fastest-growing demographic of gun owners.
This notable shift underscores evolving societal attitudes towards gun ownership and women’s roles in personal and community safety.
Historical context
While the recent surge is unprecedented, it is important to note that the roots of female firearm ownership extend back in history. During World War II, many women stepped into roles that required them to handle firearms, challenging traditional gender norms. Later, the women’s liberation movement of the 1970s and 80s saw a rise in female participation in shooting sports.
Factors impacting the trend
Self-defense and Empowerment: Women often cite personal protection as the primary reason for owning a gun, with concerns about domestic violence and crime playing a role in their decision.
Janice Tosto, a 58-year-old Black woman, exemplifies this trend, seeking a firearm due to escalating “lawlessness” in her neighborhood.
“I don’t want to hurt an innocent person,” Tosto emphasized. However, she firmly believes her personal safety necessitates owning a firearm. “If I have to injure and potentially kill someone, I’m OK.”
Pop Culture and Media: The portrayal of strong, independent female characters using firearms in movies, TV shows, and video games has normalized gun ownership for many women. This representation not only breaks down traditional gender stereotypes but also sparks interest and curiosity in gun ownership among women who may have previously dismissed it.
Changing Gender Norms: The breaking down of traditional gender stereotypes has led more women to embrace activities previously considered masculine, including firearm ownership.
Some women who own guns identify as “feminist carriers” and regularly carry their firearms for self-defense. These women often seek out firearm training and practice, leading to increased confidence and proficiency.
Gender Economic Shift: Women are not only a growing demographic but also a dominant economic force. They contribute an estimated $7 trillion to the U.S. gross domestic product annually, are the primary shoppers in 72% of households, and increasingly hold bachelor’s degrees and breadwinner roles.
“Women’s increased income and continued role as primary shoppers have amplified their influence on consumer spending,” states U.S. Retail Equity Analyst Lauren Cassel.
Aggressive Marketing: Gun manufacturers and retailers have increasingly targeted women in their marketing campaigns over the past two decades. Early ads primarily featured women as sexualized objects, appealing to men who might purchase guns for them. However, from 2013 onward, a shift occurred, portraying women as empowered and confident.
By 2016, advertising evolved to emphasize feminine competence, depicting armed women as responsible and well-trained, primarily for self-defense or protecting their families. This “serious student” framing, used in nearly half of the ads studied between 2016 and 2020, focused on women pursuing firearms expertise through dedicated training.
Social and Political Climate: Periods of social unrest and concerns about political polarization have also contributed to the rise in gun ownership among women.
Kylie Tyler, a Washington state gun owner, noted a shift in perception among her acquaintances. “In the Northwest, there has been a lot of civil unrest, and that specifically has caused a lot of people that I’ve talked to rethink that initial evaluation,” she told VOA.
Profile of female gun owners in the U.S.
Female gun owners, while comprising a smaller percentage of total gun owners compared to men, present a distinct profile.
According to Pew Research, women typically acquire their first firearm around age 27, significantly later than their male counterparts, who buy their first guns at age 19. Protection is paramount for 27% of these women, serving as their sole reason for ownership, compared to just 8% of men. While only 43% frequently engage in shooting activities, this disparity diminishes when accounting for early exposure. Media consumption and social circles revolving around guns are less common among female owners compared to men.
Despite 29% storing loaded guns at home, similar to men who own handguns, 26% also carry them outside. A shared sentiment exists regarding gun ownership’s link to personal freedom
Industry Response
The firearm industry is evolving to meet the needs and preferences of a growing demographic of female gun owners. Recognizing the purchasing power and influence of women, companies are developing products and marketing strategies that resonate with this audience.
Gun safety companies are leading the charge with innovative solutions that incorporate smart technology and advanced safety features like facial recognition and fingerprint verification. Gun Leash is a prime example of this trend, offering a discreet and user-friendly firearm proximity alert system that prioritizes safety without sacrificing style or functionality. This approach aligns with the needs of female gun owners who value both practicality and aesthetics in their firearm accessories.
Anti-firearm violence nonprofit Everytown for Gun Safety sees the positive potential in such technologies, noting that these “ensure that guns are accessible by their owners and no one else.”
In fact, gun manufacturers and accessories businesses are already developing lighter firearms with ergonomic grips, concealed carry purses and holsters designed with both fashion and functionality in mind.
Many firearm brands have now begun sponsoring women’s shooting events, creating a welcoming and inclusive environment for women to learn and practice firearm skills. Additionally, partnerships with female influencers and social media personalities are being leveraged to reach a wider audience and normalize gun ownership among women.
New era in American gun ownership
The surge in female gun ownership in the U.S. represents a complex interplay of personal safety concerns, evolving gender roles, economic empowerment, targeted marketing strategies, and the undeniable influence of popular culture. This trend not only underscores a significant shift in the demographics of gun ownership but also reflects broader societal changes and the growing agency of women in traditionally male-dominated spheres.
Gun Leash welcomes this new era in the American gun landscape, one where women are increasingly asserting their right to self-defense and empowerment through firearm ownership. We are proud to be at the forefront of this phenomenon, providing the tools and resources they need to safely and confidently exercise their Second Amendment rights. As the landscape of gun ownership continues to evolve, Gun Leash will remain dedicated to promoting responsible practices and ensuring that firearm safety remains a top priority for all.
Sources :
https://www.ncbi.nlm.nih.gov/pmc/articles/PMC8697522/
https://www.hsph.harvard.edu/news/hsph-in-the-news/more-women-are-becoming-gun-owners/
https://www.voanews.com/a/usa_gun-ownership-steadily-increasing-among-us-women/6207787.html
https://lamag.com/contributor-content/women-are-arming-themselves-at-an-accelerated-rate
https://www.morganstanley.com/ideas/womens-impact-on-the-economy
https://www.osu.edu/impact/arts-and-creativity/mizejewski-female-superhero
https://www.npr.org/2016/01/27/464571529/gun-toting-women-give-rise-to-firearms-fashion-accessories
https://www.cnbc.com/2023/08/27/trends-shaping-gun-industry.html
About the Author: Carl Lanore
