Data is key to making confident, proactive business decisions. Collecting critical pieces of information such as sales data, customer demographics, and sales forecasting from businesses like yours will help drive better practices and increase your bottom line.

In 2023, the Archery Trade Association recognized the need to provide our retailers and manufacturers with this data set. We began collecting quarterly data from retailers across the country to provide the answers to questions about the archery and bowhunting markets as a benefit to our members. The data is analyzed both nationally and regionally to identify trends as they emerge in retail shops. Data points reflect the current quarter and provide a year-over-year comparison. 

A few trends have emerged since we launched the survey in 2023, including a surge in crossbow sales in the Northeast and Midwest last year, an increase in arrow sales in the South during Quarter 2 due to the Total Archery Challenge events and the start of the competition season. The same increase trickled over to the West during Quarter 3.

The data also identified a need nationally to find qualified bow technicians. When it comes to forecasting, pro shops have clearly identified that services such as coaching and bow repairs should be their focus. Online and direct-to-consumer sales prove challenging for shops nationally, yet confidence heading into each quarter remains positive.

In 2024, the ATA created a Research and Data Advisory Team consisting of retailers and manufacturers to guide the survey and how the results are presented. 

"We are working hard to tailor the next survey to focus on the retail business,” said Al Barton, president and owner of Cascades Archery. “We are trying to bring the questions to be more centric and a little less minutely detailed. As a retailer, I don’t have lots of time to fill out a detailed 30-minute survey. In the last survey, for example, the age question was by gender and several age categories. For me, it is more about how many men and how many ladies. This type of question would help me decide where our shop focus needs to be. I think the next survey will be more of a 5- or 10-minute survey and be more focused on our needs as retailers.”

Open-ended questions in the survey are used to direct priorities for ATA staff. The responses about emerging technologies became the focus of our advocacy efforts, leading to the release of a study comparing state equipment regulations.

Retailers indicated the challenges of finding good employees, which guided the outreach and education team to provide resources that will help shop owners in the hiring process. The Resource Library on the Member Dashboard provides HR documents and position descriptions to make hiring and onboarding employees easier.

Retailers can also visit our Learning Center for Bow Technician Certification courses that will provide much needed training for new technicians. After your employees complete the course, you will be able to hang a banner in your shop that lets your customers know you are a trusted, ATA-approved bow technician.

Top-Selling Products

The survey also provides an opportunity to recognize products that are selling regionally as well as nationally. For example, the Mathew’s Lift bow was a hot topic nationally prior to hunting season, and the Spot Hogg Boonie sight was popular out West. Saddle hunting and heavy arrows continue to be a topic of conversation in the South, and TenPoint and Ravin crossbows dominated sales across the country.

When retailers know the buying habits of their customers, they can market and make buying decisions accordingly. The data in the survey provides manufacturers with important information such as equipment sales, buying habits and whether the customers are interested in target archery or bowhunting. Armed with this data, they can assist retailers in making good product selections based on their region, and focus their efforts on the gear that will best serve their customer. It’s a win-win for retailers and manufacturers alike.

ATA-member retailers should make it a priority to complete the survey each quarter when it arrives in their inbox. All information collected remains anonymous. Together, our members are archery and bowhunting’s most powerful and collective voice. Our hope is this information will provide critical industry guidance as you look to thrive and adapt to emerging trends. The more information we have, the more useful the reports will be.

ATA members can visit the Member Dashboard to download the most recent report as well as reports from previous quarters. Not a member? Click here to join the ATA and start enjoying this and many other member benefits.

Photos/charts: Archery Trade Association