Self-defense drives sales in the women's market

Shooting Industry, Jan, 2006 by Lisa Parsons-Wraith

Surveys consistently show that women are an important, growing segment of the shooting population. There has been steady growth in the number of women who are purchasing firearms for the first time and women are target shooting and hunting more, thanks to great programs available to introduce them to the shooting sports.

Women also are very determined to protect themselves in a world that seems to be growing more violent. Media coverage of women and children being abducted and killed is all too common, but firearm ownership gives women a tool to fight predators and win.

This heightened awareness of today's perilous world means more women are coming to gun dealers for help with their self-defense needs. Most often, women go to gun shops with a husband or boyfriend who is actively encouraging them to purchase a firearm. That can be good or bad, depending on the "attitude" of the husband or boyfriend.

"Sometimes we'll get a guy in who wants to buy a .44 Magnum for a woman but most often, with our recommendations, it works out," said George Romanoff, owner of Ace Sporting Goods in Washington, Penn. Like most dealers, Romanoff and his staff work hard to assess the woman's needs and suggest a firearm that's right for her.

Romanoff said the majority of his female gun buyers are interested in self-defense weapons and that by far the most popular type of firearm is a revolver. When it comes to making specific recommendations, Romanoff said, "We sell mainly Smith & Wessons, based on their quality, price point and the fact that they have a well-known name."

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In Romanoff's experience, the most common caliber purchased by women is the .38 Special. Romanoff said he usually recommends the S & W Model 637 or Model 642. The Models 637 and 642 are S & W's highly popular J-frame revolvers in their Small Frame Airweight series. With an overall weight of 15 ounces and an overall length of 6 3/8", these five-round revolvers are just the right size for a purse holster.

The Model 637 is constructed of aluminum alloy, while the model 642 comes in an alloy/stainless steel combination. There also is a 642 Lady Smith version in alloy and titanium that weighs a mere 14.5 ounces. The manufacturer's suggested retail price for the Model 637 is $450, making it the most affordable in the bunch. Romanoff noted that price point is a very important consideration with women, and that's one of the reasons he recommends S & W firearms: "good quality at a reasonable price."

Since the majority of guns sold to women at Ace Sporting Goods are for self-defense, it's important to have plenty of high-quality ammunition available. The store's top selling .38 Special self-defense ammunition is Federal Hydra-Shok. This ammo's unique design delivers outstanding penetration capabilities, making it an ideal personal protection load.