The dog days of summer are coming to a close, and if it hasn’t hit your area already, it’s about to be the busiest time of year in many archery shops that cater to the bowhunter. While the sales will likely roll in hot and heavy without too much effort, there’s still work you need to do to make hay while the sun shines.
This isn’t a time when customers like to hear how long a product will take to get ordered in—so let’s take a look at five of the product categories you need to have on the shelf and ready to sell as the fall hunting season begins.
I know what you’re thinking…you’ll never know which customer will walk through the door needing new string and cables. That’s true, but can you make a prediction based on what you have sold over the past few years? If you sold a ton of Brand X flagship bows for the past three years, the odds that a few of those customers need string and cable replacements this year are pretty good. Consider stocking a few sets in some different color combinations. Then, when that customer walks through the door in a hurry to get a replacement set, you’ll have a quick option to get them back in business. This category is even easier when it comes to crossbows, which are notorious for wearing strings and cables very quickly. Since most manufacturers specify using OEM string and cable sets to maintain the product warranty, you won’t have customers looking for the customized options you may find in the compound world. That means you should have all of the common sets on the shelf and ready to go.
You may not get an archer who currently uses a wrist-strap release to switch over to a handheld thumb trigger if they’re hoping to be hunting in the next month or two, but you can surely get them to switch over to a higher end wrist strap release that will give them more adjustability and better feel on the shot. To sell these more expensive releases, it’s advisable to have them in the store and available for people to try out. Talk to customers about the advantages while they get setup for other gear and encourage them to try out a new release on the range. More trigger time equals more sales and a more confident archer!
Base model and mid-range arrow rests certainly have their place. A basic drop-away rest or fixed brush-style rest are serviceable, especially for bowhunting needs. But the moment an archer decides they want to do some fine adjustments while paper tuning or shooting broadheads is the moment they’ll realize that making minute adjustments on a non-micro adjustable rest is simply an exercise in futility. They’ll find themselves going back and forth trying to hit that sweet spot but never quite getting there. Having a few micro-adjust rest options on the shelf will allow you to help that customer make their tuning more precise and less frustrating.
Targets come in a wide variety of shapes, sizes, and materials. Each one fits a particular need or niche, but there aren’t many who suit every archer. In many places, archers will spend time at home or in the field sending arrow down range to refine their skills. Having an appropriate target allows them to enjoy the experience and improve their skills—and having the right target is key. Do you have customers who want to stretch it out and shoot at 70 or 80 yards? They probably want a larger target that will stop an arrow that strays away from the middle. What about 3D targets for those who want to practice picking a spot on an animal before taking the shot? While targets can take up a lot of retail space, having the right targets in stock and ready to sell is a great way to get customers in the door and shooting more.
This advisory applies to all bow types you carry. There may be some folks who decide in late summer that they want to get a new setup for the fall hunting season. Having a mid-priced bow option lets them get out in the field with confidence in their gear but also leave room in the budget for upgrades or accessories that will make the hunt more enjoyable. For compound shooters, that might mean buying a mid-range package bow and upgrading the sight to something with more adjustability. Crossbow archers may be happy with a mid-range package but will be much more confident with a solid tripod for hunting from a ground blind. Having this equipment in the shop and ready to go helps to minimize the customers who get sticker shock with high-end equipment and put off a purchase until next year.
Serving customers who have their sights set on hunting in the fall is all about having the right gear at the right time. But don’t just look at your best-sellers or highest ticket products to meet those needs. Keeping a quality assortment of accessories, targets, and mid-priced bows can help you become the go-to source for archery and hunting equipment in your community. To be even more effective, make sure you’re using your website and social media channels to let current and prospective customers know what you have in stock and ready to go to help them have a successful fall.
Curious to check out this year’s latest products in person? Mark your calendar for the 2026 ATA Show, Jan. 7-10 in Indianapolis! The newly expanded format will feature the members-only ATA Trade Show, a national indoor archery tournament and the all-new Archery & Bowhunting Supershow, a ticketed public event.
Registration and ticket sales open July 15. Visit atashow.com to learn more.
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