Shooters Choice

Shooters Choice operates a 15,000-sq-ft retail store in Summerville, SC and an e-commerce site that together stock roughly 2,000 firearms, 500 suppressors, and thousands of accessories. Price spread runs from $250 Taurus pistols to $4,000+ custom 6.5 Creedmoor rifles and NV optics, placing the mix in the budget-to-premium band. In-store services (transfers, gun-smithing, Cerakote, SBR engraving) and online cart checkout with direct-to-store pickup give customers both channels. The company is one of a handful of South Carolina Federal-Firearms-License dealers approved for Silencer Shop’s digital kiosk, letting buyers complete NFA paperwork in under ten minutes. Its on-site 12-lane, 25-yard climate-controlled range is open nightly until 9 p.m. and rents 50 models, a pairing that turns first-time visitors into same-day purchasers. Signature “Build & Zero” packages—gun, optic mounting, bore-sighting, and 20-round sight-in—are marketed heavily on social channels and account for roughly 30% of monthly rifle sales. Core buyers are 25-55-year-old Charleston-area professionals, military veterans, and first-time female shooters who value speed, legality, and education over the lowest sticker price. The brand leans into a “no politics, just marksmanship” tone, offers free 30-min safety classes with every new pistol, and hosts women-only and youth leagues that align with safety-minded, community-oriented lifestyles. Shooters Choice competes with big-box outdoor chains, local pawn shops, and hyper-focused online discounters. It differentiates through NFA speed, an indoor range tied to the retail floor, same-day gun-smith turnaround, and a rental library that lets customers test before buying—touchpoints pure-play e-commerce or range-less stores cannot replicate.