For many firearms retailers, summer can feel like a sluggish season. The holidays are over, hunting season hasn’t started, and customers are more focused on vacations than visiting their local gun store. Foot traffic slows, cash flow tightens, and the calendar seems to stretch forever until fall. But it doesn’t have to be that way.

Mid-year slumps are normal—but they’re not inevitable.

This slower season is actually an opportunity in disguise. It's your chance to try creative promotions, re-engage customers, and clear out slow-moving inventory before the busy season ramps up again. The key is being intentional and strategic.

Here’s how to turn the summer lull into a revenue-generating machine—with real, actionable mid-year promotions that firearms retailers can deploy right now.

1. Bundle It Up: Smart Combos Sell Fast

Bundling products is one of the easiest ways to move more inventory and give your customers a reason to buy now instead of later.

Instead of letting accessories or apparel sit on the shelf, package them with best-selling items at a slightly reduced price. For example:

• “Tactical Summer Kit” – A range bag, eye & ear protection, and a cleaning kit.

• “Build Your Own Rifle Bundle” – Lower + Upper + Accessories.

• “Range Day Pack” – A box of ammo, targets, and a basic mag loader.

Bundling offers perceived value and removes decision fatigue—making it easier for customers to say yes. And when done right, it doesn’t eat into your margins because you’re selling more volume and clearing space for new fall inventory.

2. Flash Sales (With a Twist)

Flash sales are nothing new, but many retailers fail to use them creatively. This summer, try unexpected flash sales tied to themes your customers actually care about.

Here are a couple fun ideas:

• “Heatwave Deals” – When the temperature hits 95°F or higher, trigger an automatic 10% off storewide. It’s quirky, fun, and encourages people to check in frequently.

• “Gear Up for the Grill” – Partner with a local butcher or BBQ joint to include a gift card with purchases over a certain amount.

Tie the sale to a story. Build anticipation. Send texts. Create urgency. Flash sales shouldn’t feel like afterthoughts—they should feel like events.

3. Use Auctions to Reach New Buyers

If your local foot traffic is slow, take your inventory online in a way that’s exciting: auctions.

Online auctions can tap into a new audience of motivated buyers who are eager to bid and win. They’re perfect for:

• Clearing used firearms or odd inventory

• Selling unique or collectible pieces

• Running regular “firearm of the week” spotlight events

Retailers who implement auctions often discover a new revenue stream that operates even when their store is empty. And with the right platform, it doesn’t require a huge time investment to run.

4. Themed Events (Yes, People Will Come)

Just because it’s summer doesn’t mean you can’t create a reason to get people in the store. People are craving experiences, not just transactions.

Here are a few themed ideas:

• “Ladies Night: Learn & Shoot” – Partner with a female instructor or range and offer a low-pressure, fun evening for women interested in firearms.

• “Liberty Lock-In” – Stay open late one night, offer snacks, raffle a few items, and create a party atmosphere.

• “Red, White, and Pew” – A family-friendly celebration with flag swag, discounts, and maybe a hotdog stand out front.

Promote your events via email, SMS, and social media. Record them. Share stories afterward. Turn your store into a community hub—not just a checkout counter.

5. Tactical Trade-Ins: Out With the Old, In With the New

The summer lull is a great time to refresh your inventory—and your customers probably have gear they’re ready to part with. Host a Trade-In Week and promote it aggressively.

• Offer store credit bonuses for used firearms

• Create a “Trade & Upgrade” campaign

• Feature trade-ins in a special section of your site or showroom

This serves two purposes: it creates inbound traffic and gives you pre-owned inventory, which typically brings higher margins.

Bonus: Many customers will spend more than the credit they receive, turning this into a double win.

6. Free Classes & Micro-Workshops

You don't need to wait until fall to offer education-based promotions. Even if your range or classroom is small, you can teach:

• Gun safety 101

• Basic firearm maintenance

• Concealed carry refresher courses

• How to pick the right holster or optic

Better yet, stream short micro-lessons on Facebook or Instagram Live. Give value first, and sales will follow. This also positions your store as a trusted authority—not just a seller.

You don’t have to overproduce it. Just go live, be human, be helpful.

7. Loyalty Loops & Customer Referrals

Rewarding customers during slow times builds long-term loyalty—and gives them a reason to return when they otherwise wouldn’t.

• Double Points Days – Offer 2x rewards on slow weekdays.

• Refer-a-Friend Giveaway – Every referral enters both the sender and the friend into a drawing for free ammo or gear.

• Spend & Win Punch Cards – After 5 purchases, offer a mystery box or range pass.

Even a simple hand-written thank-you note or free sticker with purchase makes a difference. People remember how you make them feel, especially when times are slow.

8. Clean Up and Show Off

Use the summer to clean your displays, reorganize your sales floor, and update product photography on your website and Google Business Profile.

Then show it off.

Before/after photos. A “store makeover” Instagram reel. A behind-the-scenes video of your team redoing the ammo aisle. Get creative. People love watching progress and seeing the personality behind the business.

This is content that builds relationships. And you can shoot it all with your phone.

9. Collaborate Locally

Your summer promotions don’t need to be solo missions. Partner with local businesses to cross-promote and draw new traffic.

• Coffee shop collab: Free drink with purchase over $50

• Gym collab: “Train hard, protect harder” bundle with range pass and gym day pass

• Veteran-owned partnerships: Highlight fellow businesses in your newsletter or run a shared promotion

Your brand strengthens when you’re seen as part of a local ecosystem—not just a shop on the corner.

10. Pre-Sell Fall

Use summer to build anticipation and pre-sell what’s coming.

• Open early sign-ups for hunting packages, range memberships, or Black Friday VIP access

• Offer “early bird” pricing on fall training courses

• Send a postcard teaser with QR code to drive traffic to a fall preview page

Get people thinking about their next visit while they’re still in summer mode.

Closing Thoughts: Make Summer Work For You

Don’t let the heat or slow foot traffic discourage you. Mid-year is an ideal time to shake things up, test new ideas, and build momentum.

The retailers who thrive in the second half of the year are the ones who experiment now—who use creative promotions to stay top of mind and turn quiet weeks into meaningful revenue.

It doesn’t take a massive budget, flashy ads, or a marketing degree. Just some intention, creativity, and consistency.

Need Help Making It All Work? Coreware Has Your Back.

At Coreware, we believe every retailer deserves powerful tools that are easy to use and tailored to how you actually do business. Whether you're running promotions, managing inventory, launching auctions, or simplifying your point-of-sale and website—we're here to help you survive and thrive.

Visit coreware.com to learn more.