U.S. Firearms and Ammunition Industry Update: Latest Trends and Releases for 2024-2025
U.S. gun makers roll out new weapons and ammo as sales stay historically strong; major firms relocate and consolidate amid evolving market conditions.
LAS VEGAS U.S. firearms and ammunition sales remained robust through 2024 even as they normalized from the pandemic-era surge, with monthly background checks for gun purchases exceeding one million for a record-breaking streak. The industry also saw a wave of new product launches at trade shows and significant corporate shake-ups, from high-profile headquarters relocations to multibillion-dollar acquisitions and tech newcomers.
New Guns and Ammo Unveiled
At January’s SHOT Show 2024, manufacturers showcased dozens of new firearms and ammunition products for the year. Notable introductions included:
Smith & Wesson’s Model 1854 Lever-Action: A modernized lever-action rifle in .44 Magnum blending classic western styling with updated features like M-LOK accessory slots and optics-ready rails. It comes in a base synthetic-stock model and a high-end walnut edition, marking Smith & Wesson’s entry into lever guns with 9+1 capacity and a side-loading gate.
Beretta 92XI “Squalo” Pistol: A competition-oriented 9 mm handgun based on the classic 92 series. The single-action Squalo features a 4.7-inch barrel, 22-round magazine, optics-ready slide, and a sleek design inspired by its namesake predator. Beretta equipped it with a flat-faced trigger, skeletonized hammer, flared magwell and other enhancements for sport shooters.
Colt Python (Blued Edition): Colt drew crowds with a newly reintroduced Python .357 Magnum revolver featuring an eye-catching high-polish blued finish. The six-inch-barrel revolver retains the beloved Python styling but includes updated internals, a redesigned target rear sight, recessed crown and the classic walnut grips with Colt’s gold medallion. It offers shooters a modern take on a vintage icon, capable of firing both .357 and .38 Special.
Browning X-Bolt II Target Rifle: For long-range enthusiasts, Browning rolled out the X-Bolt II Target Competition Lite bolt-action rifle. Weighing under 8 pounds, it utilizes a carbon-fiber wrapped barrel and a new full-diameter action. The rifle comes set up with a user-adjustable target trigger (~2.5 lb), muzzle brake and 20-MOA optics rail, and is chambered in precision calibers like 6mm Creedmoor, 6.5 Creedmoor and .308 Win.
Next-Generation Ammunition: Ammo manufacturers also debuted a host of new loads after several years of supply upheavals. Hornady introduced the new .22 ARC centerfire cartridge aimed at small-caliber performance. Winchester’s .400 Legend straight-wall rifle round, launched in 2023, gained traction with more rifles chambered for it and new load offerings in 2024. The hot long-range hunting cartridge 7mm PRC made a major splash as multiple companies rolled out ammo in this caliber. On the shotgun side, manufacturers focused on non-toxic and specialty loads, including an emerging trend of 3-inch 28-gauge shells for upland birds and turkey hunting. Major ammo brands like Federal Premium announced over a dozen new products this year, ranging from new Fusion Tipped bonded hunting bullets for popular rifle calibers to a revival of straight-wall lever-action cartridges like the .360 Buckhammer for deer hunters. Defensive and sport shooting loads also hit the market, indicating R&D is back in full swing as supply pressures ease.
Market Trends and Consumer Demand
Industry data indicate that Americans’ appetite for firearms remained high in 2024, even as buying patterns began to stabilize. In 2023, the United States saw nearly 15.9 million firearms sold – the fourth-highest year on record for gun sales. Notably, December 2023 marked the 53rd straight month with over one million adjusted FBI background checks for gun purchases, capping a holiday-season surge that actually ticked up slightly from the prior year. This sustained streak, which began in late 2019, underscores a level of baseline demand previously unseen in the industry.
Through the first part of 2024, sales cooled slightly compared to the unprecedented pandemic boom years, but they remain historically robust. The National Shooting Sports Foundation (NSSF) reports that January–May 2024 gun background checks were about 6.3% lower than the same period in 2023. Even so, year-to-date 2024 still outpaced equivalent pre-pandemic election-year levels – topping the pace of early 2016 by over 100,000 checks.
Certain firearm categories continue to drive consumer interest. The modern sporting rifle (MSR) – a category comprising AR-15 and AK-style semi-automatic rifles – maintained its status as the most popular centerfire rifle in America. Industry estimates show over 30 million AR-type rifles are now in civilian circulation, reflecting their mainstream presence for home defense, sport shooting and hunting use. Handgun sales have been especially resilient as well, fueled by ongoing demand for personal protection. In particular, compact and micro-compact pistols (subcompact 9mms with higher capacity) remained a top trend in 2024, extending a surge of recent years. Buyers increasingly favor these easily-concealed, polymer-framed handguns that offer double-digit round counts in a small package. Industry experts note these smaller pistols strike a balance between concealability and firepower, a key selling point as more Americans obtain carry permits or take advantage of permitless carry laws.
On the ammunition side, the post-2020 shortage conditions have largely abated, with manufacturers catching up to demand. Supply chain improvements and expanded production capacity have returned stock levels closer to normal by 2024. While prices on certain calibers have stabilized or dipped from pandemic highs, manufacturers report that overall ammo demand remains strong – a trend buoyed by the millions of new firearms owners added in the past few years who are now regularly purchasing ammunition.
Business Moves and Industry Developments
Several major business developments unfolded across the firearms industry in 2024, reshaping the corporate landscape and production footprint of U.S. gun and ammo makers:
Smith & Wesson Relocates South: One of the country’s oldest gun manufacturers, Smith & Wesson, completed a high-profile headquarters move from Springfield, Massachusetts, to Maryville, Tennessee. The company opened a new 650,000-square-foot production facility in Tennessee as part of a $125 million relocation plan. After over 150 years in Massachusetts, Smith & Wesson cited the more “welcoming” regulatory environment of Tennessee in its decision. The new plant is expected to create hundreds of jobs and secure the company’s future in a gun-friendly state.
Major Ammo Brands Change Hands: In a blockbuster deal finalized at the end of 2024, Vista Outdoor’s ammunition division – which includes legacy brands Federal Premium, Remington, CCI, and Speer – was approved for sale to the Czechoslovak Group (CSG) for $2.15 billion. Vista’s remaining outdoor gear businesses will go to a U.S. private equity firm in a related $1.125 billion sale. This effectively splits Vista Outdoor and places some of America’s largest ammo manufacturers under new ownership. Notably, the Czech buyer plans to keep Federal and its sister brands’ operations and 1,500 employees in their longtime Anoka, Minnesota facility, signaling continued investment in U.S. manufacturing.
Tech Entrants and Innovation: 2024 also marked the entrance of new technology-driven players in the firearms business. In August, Colorado startup Biofire announced it had shipped out the first production units of its 9 mm biometric smart gun – the first commercially available “smart gun” in the U.S. This pistol uses integrated fingerprint and facial recognition sensors to instantly unlock for authorized users and remains locked for anyone else.
Overall, the U.S. firearms industry heads into 2025 with a stable sales foundation. Manufacturers are capitalizing on strong consumer interest by delivering a mix of modernized classics and high-tech newcomers, ensuring the market remains dynamic and competitive.