Several business news sources across the internet are reporting that Smith & Wesson’s, now branded American Outdoor Brands, shares have declined in value an additional 5% following the expected slowing of the firearms market and American Outdoor Brands’ third quarter sales reports. For those not familiar with such things American Outdoor Brands’ operates on a fiscal year ending each April 30.

Industry analysts predicted a slowdown in the firearms market back late last year following the Presidential election. It seems as though this is affecting the stock price of more than one company in our industry. If I am reading this stuff correctly American Outdoor Brands actually posted growth in the third quarter as I am seeing “Third Quarter Net Sales of $233.5 Million, up 10.8% Year-Over-Year” in this report. It also appears to me that the stock of American Outdoor Brands is at a 1 year low at $18.83 as I type this. Ruger and Vista Outdoors appear to be at a one year low also, while Olin of Winchester brand ammunition appears to be at a one year high at $32.34.

While anyone who knows about the stock market can tell you that stock prices may not necessarily have to do with performance, this downturn in the industry and in the publicly traded brands just might be the expected manifestation of slower sales across the shooting industry.

In the case that they are listening, I just want to tell American Outdoor Brands that it sure was a heck of a lot easier to type and say S&W.