Last year was an incredible year for fishing and hunting license sales. New insights are now available detailing this unprecedented surge. The license-sales dashboard, developed over the past several years via a partnership of state fish and wildlife agencies, sportfishing and hunting trade associations and sportsman’s organizations, helps explain the types of anglers and hunters driving trends and more.
Southwick Associates is pleased to announce Dr. Lou Cornicelli has joined Southwick Associates as a Senior Analyst. With 28 years of experience working for state fish and wildlife agencies, Lou provides Southwick Associates with increased ability help its conservation and outdoor clients find answers and solutions to challenging issues.
By 2016, 24 million Americans held interest in purchasing their first firearm to either go hunting, target shooting or to own for protection. With the demographics and attitudes of today’s and tomorrow’s firearm owner rapidly changing, NSSF partnered with Southwick Associates to understand who these potential customers are and how best to connect with them. A survey was conducted among the general U.S. population that identified those who do not currently own a firearm but are very likely to do so in the next five years. [Given the surge in new hunters and target shooters in 2020, we felt the time was right to share an NSSF grant-funded report released in late 2019 explaining the motivations new firearm owners have regarding hunting, target shooting and personal protection:]
The ‘Average Angler’ doesn’t exist. People are drawn to sportfishing for a variety of reasons, many of which include escape, social engagement, challenge, and relaxation. For state agencies, angler organizations and industry, the ability to recognize the unique angler personas and also tap into their motivations directly correlates to more effective marketing and communication efforts, driving increased sales and greater participation.
Outdoor recreation has been one of the safest ways to escape COVID-19’s related restrictions and shut-downs. While we know fishing and hunting participation has increased, there has been a distinct lack of empirical evidence explaining the types of people driving 2020’s “COVID-surge” in license sales. The mid-year national/regional license sales dashboard provides initial insights into license sales and buyers.