October gun sales increased according to the National Shooting Sports Foundation (NSSF) estimate, but the quarterly reports from major manufacturers reflect purchases significantly higher. And demand will only accelerate as the holiday season approaches and the 2026 midterm election results sink in.
Ruger’s third quarter of 2026 ended September 26. Net sales for the three-month period came in at $147.6 million, a 16.5-percent increase over the same period in 2025 when the figure was $126.8 million. “Our third quarter results reflect continued operational progress,” said Todd Seyfert, Ruger president and CEO. “We delivered another quarter of year-over-year and sequential sales growth while also delivering year-over-year and sequential improvement in profitability.”
Smith & Wesson ended its first quarter on July 31. Those figures became available September 3 and reflect a sales increase of 32.3 percent compared to the same three-month period last year. Gross margin increased as well.
Not Just Guns
Winchester Ammunition is one of Olin Corporation’s family of firms. When it issued its third quarter of 2026 (which ended on September 30) report it noted, “Winchester sales were $484.7 million for the three months ended September 30, 2026 compared to $439.6 million for the same period in 2025, an increase of $45.1 million, or 10%.”
It wasn’t first responders or the Armed Forces fueling that demand either. According to the document, “The sales increase was due to higher sales to commercial customers ($37.7 million), higher sales to military customers and military project revenue ($7.3 million) and higher sales to law enforcement agencies ($0.1 million).”
American Outdoor Brands provides a glimpse into accessory purchases. Its brands include Crimson Trace, Caldwell, Tipton, Wheeler, Frankford Arsenal, Schrade, Old Timer and many others. Results of its last full quarter were also released September 3. Net sales were up by $7.6 million, or 25.4 percent, compared to 2025.
NSSF Figures
The number of guns purchased last month—as estimated by the NSSF based on the volume of names processed through the National Instant Criminal Background Check System—was 1,402,422. That’s an increase of 7.9 percent when compared to October 2025. The organization reported a 2.3 percent decrease in September and 2.2 percent increase in August. It’s significantly different than what the companies are reporting.
A huge part of the difference in it numbers and those reported to stockholders is found in the 28 states that have at least one qualified alternative permit. In those locations, the Brady Act allows the permit holder, who has undergone a background check to obtain the permit, to purchase a firearm from a licensed dealer without a separate additional background check for that transfer. Those sales are not reflected in NICS volume.
The real trend is buried in the corporate reports. With seats changing hands in D.C., the next few months—at very least—will see register lines getting longer at FFLs.
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