The Crossbow Customer You Can’t Afford to Ignore

If you've been treating crossbows as a niche category, it's time to take another look. A federally funded study conducted by the Archery Trade Association and Responsive Management — surveying more than 10,000 bowhunters across 13 states — offers the most detailed picture yet of the crossbow market.

Who Is the Crossbow Hunter?

Understanding your customer is step one. The data reveals a profile that may surprise you. The average crossbow hunter is older, with a median age of 56, compared to 40 for hunters that use a vertical bow. These hunters adopted crossbows late in life, typically picking one up at a median age of 47, often decades after they first started hunting. Most began as firearm hunters and moved to vertical bows before eventually transitioning to a crossbow.

Why did they switch? Physical limitations top the list. Many crossbow hunters cite aging, injury, or reduced mobility as the reasons they picked up a crossbow in the first place. For your shop, this means the crossbow buyer isn't a beginner who wandered in off the street — they're often an experienced hunter with years of purchasing history who is adapting their gear to continue doing something they love. That's a customer worth keeping.

The Spending Opportunity

The average crossbow sold for a median price of $556 over the past five years, with nearly half of buyers paying more than $500. The mean price paid was $786 and a meaningful segment paid well over $1,000. Beyond the hardware itself, 81% of crossbow owners purchased accessories including cases, scopes, strings, wax and more.

What to Keep in Stock

The research gives retailers a useful inventory roadmap. Because 81% of crossbow owners have purchased accessories beyond the bow itself, your floor space and back stock should reflect that specific need.

Arrows are the highest-frequency consumable purchase and should always be well-stocked across multiple price points.

Optics and scopes are a natural upsell. Crossbow hunters report a comfortable shooting distance of 46 yards, and many are shooting in low-light conditions during early and late season. Quality illuminated scopes and rangefinders are both practical and persuasive sells for a customer already spending at this level.

Maintenance supplies including string wax, rail lube and rail oil are recurring purchases that drive repeat foot traffic. With 74% of owners performing maintenance at least once a year and 26% doing so several times annually, keeping a well-organized maintenance section signals expertise and earns return visits.

Cases and transport gear are frequently purchased alongside a new crossbow. Given that 73% of crossbow hunters primarily hunt private land and many are traveling to hunting properties, hard and soft cases, slings and mounting accessories are logical add-ons at the point of sale.

Broadheads designed for crossbow use deserve their own section. Because 99% of crossbow hunters target deer, broadhead selection matters enormously to this customer. Mechanical and fixed-blade options rated for crossbow speeds should be clearly labeled and positioned near the crossbow section of your floor.

Tripods and shooting rests round out a smart inventory. Older hunters dealing with physical limitations, the very reason many switched to a crossbow, often benefit from shooting aids that improve stability and reduce fatigue. This is a category where staff guidance and in-store demonstration can close a sale quickly.

How to Market to Crossbow Hunters

The research offers some clear direction on how to reach this group effectively.

Lead with accessibility and confidence, not just performance. Crossbow hunters overwhelmingly chose crossbows because they allow them to keep hunting despite physical constraints. Marketing that celebrates the freedom to keep hunting rather than leading with speed and power specs will resonate deeply. Messaging around "hunt longer, hunt better" outperforms "fastest crossbow on the market" for this audience.

Target older hunters intentionally. With a median age of 56, crossbow hunters are more likely than the general hunting population to respond to in-store events, direct mail, email newsletters and local print than to social media campaigns aimed at younger audiences. Consider hosting crossbow-specific evenings at your shop. Set up clinics, maintenance workshops, or range sessions that fit the pace and preferences of this customer.

Don't overlook the firearm hunter. The study found that 92% of crossbow hunters also hunt with a firearm, and 85% did so last season. They're not archery purists, they're versatile hunters who see the crossbow as one tool in a larger kit. Bundled promotions that connect crossbow purchases to accessories used across hunting disciplines (quality cases, broadheads and rangefinders) can increase average transaction value and introduce customers to parts of your store they might not visit otherwise.

Be the expert in the room. The data shows that crossbow hunters have relatively high satisfaction with their equipment and state regulations, but many entered the category without much guidance. Forty-nine percent would not switch to a vertical bow if crossbows were banned — they'd stop hunting archery seasons altogether. This customer is deeply committed, but they need a knowledgeable partner to help them get the most out of their investment. Staff training on crossbow fit, maintenance and accessories is a differentiator that builds long-term loyalty.

The Bottom Line

The crossbow market isn't a sideline, it's a growing segment anchored by experienced, financially capable hunters who have strong reasons to stay engaged in the sport. With nearly half of all bowhunters having used a crossbow in the past five years, the market has already arrived. The shops that invest now in understanding and serving this customer will be positioned to grow with it.

Join us for ATA Show Week, Jan. 7-10, 2027, in Indianapolis to network, conduct business and learn more about the latest industry trends. Members can attend a panel discussion about this study and be the first to hear the results of our latest bowhunter survey on Jan. 7, during the Archery and Bowhunting Summit. Visit atashow.com to learn more.