Customers can buy a bargain AR-15 and upgrade all the parts — or you can sell them the M&P15T II, which comes with higher-end features to start with.

In a blistering hot firearms market, Taurus just dropped something new: The GX4 concealed carry 9mm.

Micro red-dot sights are all the rage these days. Here are three options you should be offering shoppers.

Remington's 700 Chassis Pistol offers rifle accuracy in a bolt-action handgun.

From riflescopes to rangefinders, manufacturers have brought plenty of new optics to market in 2020.

Sig Sauer eyes a revolution with optics-equipped X-Series pistols.

A huge expansion for Trijicon and its riflescope lines means more opportunities for dealers.

Get familiar with the new lines of ammunition your customers will be asking about.

Having a supply of quality handgun accessories and selling them can be the difference between profits and losses.

Trijicon’s marketing for the SRO is focused on target and competitive shooters, but retailers should anticipate sales among handgun hunting and self-defense customers too.