There is always a sense of optimism at the annual National Association of Sporting Goods Wholesalers Expo. Looking ahead is an inherent part of doing business at this show. The NASGW Expo is a relatively small show, especially compared to NRA and certainly compared to SHOT Show. But it has an outsize impact on those other two shows and the industry as a whole.
The expo is the point in the sales year when the market resets, starting with manufacturers and their distributor customers. This year, those two groups met to review, adjust, and plan for 2027.
It’s when 2026 officially makes its appearance in the rearview mirror. Many of the decisions about which products will be available at retail in 2027 were made a little over a week ago on the floor of the Phoenix Convention Center.
During the two-and-a-half-day show, held October 13 to 15, exhibiting manufacturers met with their distribution partners to discuss what worked and what didn’t in the 2026 plans they agreed to at last year’s expo in Texas.
Last year, the biggest news coming out of the expo centered on the Beretta versus Ruger battle over control of Ruger. Ruger’s board introduced a “poison pill” to slow Beretta’s acquisition of Ruger stock, which had already given Beretta a 9.0% ownership stake.
A year later, Beretta announced that its tender offer for Ruger shares was oversubscribed, bringing its expected ownership stake to 25%.
While that is big news, it was Ruger’s own announcement that it was suspending production of several “lower-volume and legacy product families” drew more attention. That set off plenty of panicked conversations and speculation about what it all meant.
On the show floor, the reaction was far more subdued. Distributors have a long and deep relationship with Ruger and have seen these kinds of production moves before. While those looking in from the outside read this as the discontinuation of products, those familiar with Ruger know that Ruger doesn’t do that.
Ruger can wait until it has something new to introduce to a dormant product line or a distribution partner places a significant order. Then it works that production into the schedule and turns on the machines.
The upside of Ruger’s announcement was the immediate spike in demand from dealers and consumers gripped by FOMO—the fear of missing out. By now, distributors have likely cleared out a good bit of the inventory they’d been sitting on.
Optimism Abounds–Suppressors
Then there are suppressors. The year began with the elimination of the $200 tax, driving a surge in sales and bringing new manufacturers into the market. Then the U.S. District Court for the Northern District of Texas issued a ruling striking down National Firearms Act registration, application, and approval requirements for suppressors, SBRs and SBSs.
That set off a buying frenzy for those covered by the ruling.
And then…all hell broke loose. The Department of Justice opted not to appeal the ruling, and the ATF issued guidance on the issue. What had already been a buying frenzy was dialed up to 11 and distributors quickly sold out of inventory.
Beyond Cans
The surge in suppressor sales is unprecedented, but conversations with a range of companies on the show floor revealed that the rest of the firearms market is also rebounding from the post-pandemic peak slowdown.
At the NASGW 2025 in Texas, the optimism heading into 2026 came with a dose of caution. Those we talked to in Phoenix expect 2027 to be a decidedly better year.
Importer EAA has seen continued demand for its double-stack 1911s with its Girsan Witness 2311 XXX models delivering bang-for-the-buck value to consumers. The sales rep I spoke to also pointed to EAA’s Liberador series as continuing to meet demand among a more specific segment of consumers.
At the Safariland booth, company representatives confirmed that holster sales haven’t lagged. Their Incog X and Incog XS concealed carry holsters remain top-selling items with retailers catering to CCW holders.
They also reported strong sales to customers who don’t need a duty holster but want an OWB holster with retention that accommodates a light/laser, an optic, or both. These customers are spending money—more than you might think—on top-of-the-line gear and training.
Elite First Aid is growing, too. The company makes first aid kits for hiking, camping, boating, and, of course, tactical and range use. It expanded its business with the acquisition of My Medic this past January.
On the accessories side, I stopped by the Shield Arms and TAPCO booths. Both reported strong sales in 2026, with Shield Arms noting it was “better than 2025.” That’s another sign we’re emerging from—or simply adjusting to—the slowdown.
Even if firearms sales are slower than we’ve become accustomed to, accessory sales remain strong. At Shield Arms, that definitely includes expanded-capacity magazines. Some customers might not have the cash to pick up a new gun, but they can always use an extra magazine.
Meanwhile, TAPCO is in the latter stages of its rebranding effort. I’ve made it a point to check in with them at NASGW, SHOT and NRA to track their progress.
