Analytics and Reports, US Small Arms Market Analytics

2025 Black Friday Firearm Retail Trends – Who Has The Best Deals Online

The 2025 holiday shopping season, specifically the window encompassing Black Friday and Cyber Monday (BF/CM), marks a definitive inflection point for the United States small arms industry. Following a fiscal year characterized by inventory recalibration and a shifting political-economic landscape, the market has transitioned from the scarcity-driven dynamics of the early 2020s to a surplus-driven “buyer’s market.” This shift has fundamentally altered retailer strategies, moving competition away from mere availability and toward aggressive value propositioning, logistical subsidization, and ecosystem lock-in.

This report provides an exhaustive strategic analysis of the top 10 online firearms retailers for the 2025 holiday season. The selection and ranking are derived from a multi-variable assessment of pricing aggression, inventory depth, shipping economics, and consumer incentive structures.

The analysis reveals that Palmetto State Armory (PSA) maintains its dominance through ruthless vertical integration, controlling the supply chain from raw materials to end-user delivery, particularly in the AR-15 and centerfire ammunition segments.1 Primary Arms secures the second position by leveraging a sophisticated “Bonus Bucks” loyalty ecosystem that effectively subsidizes future purchases, creating high switching costs for consumers.3 GrabAGun and EuroOptic demonstrate the efficacy of specialization—GrabAGun through catalog breadth and algorithmic pricing 5, and EuroOptic through the liquidation of premium optical systems.6

A defining trend of 2025 is the “Logistics War.” With carrier rates for hazardous materials (ammunition) and firearms rising, retailers like Bereli and Target Sports USA have weaponized shipping policies. Bereli’s “Free Shipping on Everything” model 7 and Target Sports USA’s membership-based logistics 8 are decisive factors in reducing cart abandonment, challenging the flat-rate models of legacy competitors.

Furthermore, the 2025 cycle is characterized by the “MAP Holiday” phenomenon, where manufacturers, burdened with excess stock, have tacitly authorized retailers to advertise prices below traditional Minimum Advertised Price (MAP) floors. This has unleashed a wave of “doorbuster” deals on previously price-protected brands like Sig Sauer, Vortex Optics, and Smith & Wesson, creating unprecedented arbitrage opportunities for the consumer.

The following report details the strategic positioning of these top retailers, supported by a granular analysis of their Black Friday offerings, deal mechanics, and market impact.

Introduction: The 2025 Firearms Retail Landscape

The fourth quarter of 2025 presents a unique set of macroeconomic and industry-specific variables that are shaping digital retail strategies. Unlike the panic-driven demand cycles of previous years, the 2025 consumer is price-sensitive, highly educated on product specifications, and burdened by inflationary pressures on discretionary income. Consequently, the industry has pivoted to a model of “High-Velocity Liquidation.”

Three primary vectors influence the 2025 Black Friday landscape:

  1. Inventory Overhang and The Rebate Economy: Manufacturers who ramped up production capacity to meet historical surges are now incentivizing distributors to clear backlogs. This has resulted in a proliferation of “manufacturer rebates” that stack on top of retailer discounts. Brands like Savage Arms, Smith & Wesson, and Winchester are utilizing aggressive cash-back offers to move units 9, effectively lowering the barrier to entry for budget-conscious consumers.
  2. The Rise of Proprietary Labels (Verticalization): Retailers are increasingly relying on house brands to preserve margins while offering doorbuster prices. PSA’s extensive use of its PSA Dagger pistol line and AAC (America’s Ammunition Company) ammunition 1 allows them to dictate price points without adhering to the margin requirements of third-party brands. Similarly, Primary Arms leverages its SLx and GLx optic lines to offer high-perceived-value bundles that pure-play retailers cannot match.3
  3. Digital Marketing & The “Text” Gate: The suppression of firearms content on major social media platforms and the algorithmic filtering of email marketing have driven retailers to invest heavily in direct-to-consumer (DTC) SMS channels. The “Text-to-Subscribe” discount—seen with Brownells and AR15Discounts—has become a standard entry barrier, allowing retailers to bypass digital censorship and deliver “MAP-busting” codes directly to the consumer’s pocket.12

The following summary table outlines the top 10 retailers who have most effectively navigated these dynamics to offer the best BF/CM deals in 2025.

Top 10 Online Firearms Retailers Summary Table (Black Friday 2025)

The ranking below reflects a synthesis of deal depth, inventory availability, and shipping economics. The methodology prioritizing “Landed Price” (Item Price + Shipping + Fees) over “Advertised Price” is detailed in Appendix A.

RankRetailer URLPrimary Strategic AdvantageKey Black Friday 2025 Value Proposition
1palmettostatearmory.comVertical IntegrationUnmatched pricing on AR-15s and Dagger pistols due to in-house manufacturing; aggressive bulk ammo pricing (AAC brand).
2primaryarms.comIncentive Ecosystem“Bonus Bucks” program effectively lowers net cost; massive discounts on in-house optics (SLx/PLx) and high-end components (Geissele/Daniel Defense).
3grabagun.comCatalog Breadth & Quote System“GrabAQuote” feature bypasses MAP restrictions; vast inventory of diverse brands; flat-rate shipping on firearms.
4eurooptic.comPremium Liquidation“Red Shipping” speed; deep closeouts on high-end optics (Vortex Razor, Sitka Gear) and precision rifles.
5brownells.comThe Builder’s HubCoupon codes (e.g., SHOPBF15) stackable with sales; free shipping thresholds; specialized inventory for gunsmiths and builders.
6kygunco.comCash/Text Pricing“Text-a-Check” avoids credit card fees; free shipping on many firearms; aggressive pricing on imports and shotguns.
7guns.comUsed/Certified Market“Certified Used” inventory with warranty; diverse “doorbuster” deals on niche imports; vast network of local dealer inventory.
8targetsportsusa.comVolume AmmunitionPrime-style “Ammo+” membership for free shipping and discounts; consistent stock on bulk cases.
9bereli.comLogistics EdgeFree Shipping on Everything (including ammo/guns); strong closeouts on tactical apparel and mid-tier optics (Steyr, Sig Sauer).
10academy.comBig Box Loss LeadersBrick-and-mortar scale allows for loss-leader pricing on entry-level firearms (Taurus, Heritage) and retail-pack ammunition.

1. Palmetto State Armory (PSA)

Market Position: The Vertical Hegemon

URL: palmettostatearmory.com

Strategic Analysis

Palmetto State Armory (PSA) occupies the undisputed top position for Black Friday 2025, driven by a business model that is structurally unique in the industry. Unlike competitors who act primarily as distributors, PSA is a high-volume manufacturer. By controlling the production of barrels, receivers, bolts, and increasingly, ammunition (via their AAC subsidiary), PSA captures the manufacturing margin that other retailers must pay to third-party vendors. This allows them to set price floors that purely distributive competitors cannot mathematically match without sustaining losses.

For Black Friday 2025, PSA has leveraged this vertical integration to flood the market with “Daily Deals” that focus on ecosystem entry points.13 The strategy is clear: sell the firearm (the “platform”) at a near-break-even price to secure the long-term ammunition and accessory revenue stream.

Deal Mechanics & Offerings

The cornerstone of PSA’s 2025 offensive is the commoditization of the polymer striker-fired pistol and the AR-15.

  • The Dagger Ecosystem: The PSA Dagger, a clone of the Gen3 Glock 19, is priced aggressively to displace the used market for Austrian pistols. Snippets indicate Compact Dagger models with RMR cuts and threaded barrels appearing for as low as $299, with standard models potentially dipping lower or being bundled with AR-15 lowers.1 The “bundle” strategy—pairing a complete Dagger frame with a rifle kit—obfuscates the individual unit price, making direct comparison shopping difficult for the consumer while increasing Average Order Value (AOV).2
  • Ammunition Dominance (AAC): Perhaps the most disruptive element of PSA’s 2025 strategy is the pricing of their proprietary AAC (America’s Ammunition Company) line. PSA is advertising 77-grain OTM (Open Tip Match) 5.56 NATO ammunition at approximately $0.50 per round.1 This is a market-shattering price point; historically, match-grade heavy-grain ammunition commanded prices north of $1.00 per round. By pricing “duty-grade” ammo at training-ammo prices, PSA is forcing a market-wide correction, pressuring legacy brands like Black Hills and Federal to respond or cede the high-volume segment.
  • Optics Bundling: PSA frequently bundles Vortex Optics (specifically the Strike Eagle and Venom lines) with their rifle kits. The “Code: STRIKE” deal mentioned in research suggests a Vortex Strike Eagle 1-8x LPVO with mount for ~$219.15 This price is effectively the cost of the optic alone at wholesale, implying that the mount is free—a classic loss-leader tactic to clear optical inventory.

Logistics & Consumer Experience

PSA’s historical weakness has been shipping velocity, often colloquially referred to as “waiting for the UPS truck.” However, in 2025, they have mitigated this by emphasizing “Early Black Friday” deals to spread demand.1 Their shipping costs are generally reasonable but rarely free for ammunition, which is a critical distinction compared to retailers like Bereli or Target Sports USA. The consumer must calculate the “shipped CPR” (Cost Per Round) to ensure the deal holds up against free-shipping competitors.

Why They Rank #1

PSA ranks first because they offer the highest “performance per dollar” ratio for the hardware itself. For a consumer looking to arm themselves with a modern sporting rifle and a pistol, PSA provides a sub-$1,000 solution that includes optics and ammunition—a feat no other retailer can replicate with new inventory.

2. Primary Arms

Market Position: The Builder’s Architect

URL: primaryarms.com

Strategic Analysis

Primary Arms ranks second by catering to a more technical demographic: the “builder” and the “upgrader.” While PSA sells complete guns, Primary Arms excels in selling the components to build them. Their 2025 Black Friday strategy revolves around the “Bonus Bucks” program, a deferred discount mechanism that locks the customer into a repeat purchase loop.

Deal Mechanics & Offerings

  • The Bonus Bucks Multiplier: During Black Friday 2025, Primary Arms has aggressively attached “Bonus Bucks” to high-ticket items. For example, purchasing a Daniel Defense upper receiver or an EOTECH holographic sight might yield $40 to $65 in store credit.3 For the consumer building a rifle, this credit is immediately earmarked for the next necessary component (e.g., a charging handle or muzzle device), effectively subsidizing the build cost. This increases the retailer’s “share of wallet” for the entire project.
  • Proprietary Optics (SLx/PLx): Primary Arms is unique in that its house brand, Primary Arms Optics, is highly regarded for innovation (specifically the ACSS reticle system). The SLx 1-6x24mm Nova—a best-in-class budget Low Power Variable Optic (LPVO)—is highlighted as a major doorbuster, priced around $229 with free shipping.3 By controlling the IP of the reticle, Primary Arms creates a product that cannot be price-matched by competitors selling generic OEM optics.
  • Premium Component Liquidation: Primary Arms is a key outlet for top-tier brands like Geissele Automatics, Sons of Liberty Gun Works (SOLGW), and Bravo Company Mfg (BCM). Deals listed include Geissele SSA-E triggers at $149 (a staple BF price point that represents a ~40% discount from MSRP) and BCM upper receivers.3 These deals attract the “pro-sumer” demographic that views PSA as entry-level.

Logistics & Consumer Experience

Primary Arms is renowned for its Texas-based fulfillment center’s speed. Unlike PSA, which may take days to ship, Primary Arms often processes orders within 24 hours. The snippet data confirms they are offering Free Shipping on the entire order when a Primary Arms optic is purchased.3 This is a strategic “cart filler” incentive; consumers are encouraged to add heavy items (like ammo or barrels) to the order to leverage the free shipping triggered by the optic purchase.

Why They Rank #2

Primary Arms secures the silver medal because they dominate the “components” market. Their combination of fast shipping, exclusive IP (ACSS optics), and the sticky “Bonus Bucks” loyalty program creates a compelling value proposition for the enthusiast who prefers to build rather than buy.

3. GrabAGun

Market Position: The Catalog Aggregator

URL: grabagun.com

Strategic Analysis

GrabAGun operates on a massive scale as a catalog aggregator, leveraging real-time feeds from major distributors to offer a SKU count that dwarfs most competitors. Their strength lies in variety. While PSA and Primary Arms focus on tactical/modern firearms, GrabAGun captures the traditional market (hunting rifles, revolvers, shotguns) and the niche import market.

Deal Mechanics & Offerings

  • The “GrabAQuote” Engine: A critical tool in GrabAGun’s arsenal is the “GrabAQuote” feature.16 Many manufacturers enforce strict MAP policies that prevent retailers from advertising prices below a certain threshold. GrabAGun circumvents this by allowing users to request a quote, which is emailed to them. This “private negotiation” allows them to offer Black Friday pricing that is technically “unadvertised,” giving them a massive advantage in price comparison engines.
  • High-Volume Loss Leaders: GrabAGun’s Black Friday 2025 ads highlight aggressive pricing on high-volume staples. The Ruger LCP at $159 and Taurus G2C/G3C series are perennial doorbusters.5 These prices are often at or near distributor cost, designed to acquire new customers who will then purchase high-margin accessories like magazines and holsters.
  • Flat-Rate Shipping: GrabAGun utilizes a flat-rate shipping model (typically $12.99 for firearms).18 For a customer purchasing multiple firearms—for example, a “His and Hers” bundle of carry pistols—this flat rate effectively becomes a discount compared to per-item shipping charges charged by other drop-shippers.

Logistics & Consumer Experience

GrabAGun’s logistics are highly automated. They have optimized the “drop-ship” model to feel like held inventory. However, reliance on distributors means they are susceptible to “phantom stock” issues where an item shows in stock but sells out at the distributor level before the API updates. Their “Shoot Now Pay Later” financing via Credova is also heavily marketed 18, appealing to cash-strapped buyers during the holiday season.

Why They Rank #3

GrabAGun ranks third because they are the “Amazon” of the list—if it exists, they likely have it, and the price will be competitive. Their quote system ensures they are rarely beaten on price for standard SKUs, and their flat-rate shipping rewards multi-gun purchases.

4. EuroOptic

Market Position: The Premium Liquidator

URL: eurooptic.com

Strategic Analysis

EuroOptic serves the upper crust of the firearms market. They are the destination for “Alpha” tier brands: Accuracy International, Sako, Nightforce, and Sitka Gear. Their Black Friday strategy is distinct: they act as the primary liquidation channel for premium brands refreshing their product lines.

Deal Mechanics & Offerings

  • The Vortex Liquidation Channel: EuroOptic has a long-standing relationship with Vortex Optics to clear out discontinued lines. For Black Friday 2025, snippets indicate deep discounts on the Razor HD LHT and Viper series.6 These are not “budget” optics; they are professional-grade tools being sold at mid-tier prices (e.g., $1,300 for a scope that was $2,000). This value arbitrage is irresistible to long-range shooters.
  • Apparel & Gear: Unlike other retailers on this list, EuroOptic is a major player in high-end hunting apparel. Their “Black Friday Blowout” includes massive markdowns on Sitka Gear 19, often 20-40% off. This attracts a demographic of serious hunters who may purchase a rifle and a full technical clothing system in one transaction.
  • “Red Shipping”: EuroOptic’s “Red Shipping” is a proprietary logistics promise—orders placed before 4:00 PM EST ship the same day.20 In a season defined by shipping delays, this guarantee of speed is a premium feature that justifies slightly higher prices on non-sale items.

Why They Rank #4

EuroOptic is the top choice for the “Buy Once, Cry Once” consumer. Their deals are not on $200 pistols, but on $2,000 rifle systems and $1,500 optics. The depth of their discount on premium goods is mathematically greater than any other retailer, earning them the fourth spot.

5. Brownells

Market Position: The Gunsmith’s Archive

URL: brownells.com

Strategic Analysis

Brownells is an institution, positioning itself as the supplier for the serious hobbyist and professional gunsmith. Their inventory is “long-tail”—stocking the springs, pins, and specialized tools that high-volume retailers like PSA ignore. Their 2025 Black Friday strategy leverages this unique inventory mixed with broad-spectrum coupon codes.

Deal Mechanics & Offerings

  • The Power of the Code: Brownells is famous for its “stackable” coupon codes. For Black Friday 2025, the code SHOPBF15 offers 15% off sitewide.21 This is a powerful tool because it applies to items that rarely go on sale, such as replacement barrels or niche gunsmithing jigs. Savvy consumers wait all year for these codes to buy big-ticket items like Daniel Defense uppers or bulk reloading components.
  • The BRN-180 & Retro Line: Brownells has developed its own line of firearms, notably the BRN-180 (a modern take on the AR-180) and retro M16 clones. Black Friday is the primary window where these proprietary items see significant direct discounts 21, often combined with the 15% off code for a “double dip” of savings.
  • Free Shipping Thresholds: Brownells aggressively markets a low free shipping threshold (often >$47).21 This captures the “maintenance” buyer—the customer who needs just a few magazines or a bottle of solvent—who would otherwise abandon the cart due to shipping costs at other retailers.

Why They Rank #5

Brownells ranks fifth because they are the “Enabler of Projects.” Their discounts apply to the widest range of SKUs (via the coupon code), making them the best option for specific, hard-to-find parts and tools.

6. Kygunco (Kentucky Gun Co)

Market Position: The Fintech Discounter

URL: kygunco.com

Strategic Analysis

Kygunco caters to the most price-sensitive segment of the market by attacking the transactional friction of credit card fees. Their business model incentivizes cash/check payments to offer the absolute lowest “out the door” price.

Deal Mechanics & Offerings

  • Text-a-Check / Cash Price: Kygunco displays two prices: a Credit Card price and a Cash/Text-a-Check price. The latter removes the ~3% processing fee. On a $1,000 firearm, this saves the consumer $30. For Black Friday 2025, this mechanism allows them to advertise prices that appear lower than competitors who bake the card fee into the retail price.23
  • Import Exclusives: Kygunco is a massive mover of Turkish imports. Snippets highlight deals on the Panzer Arms Benelli M4 Clone, often priced under $400.15 These “turk-nelli” shotguns are extremely popular doorbusters, offering the aesthetic and function of a $2,000 shotgun for 20% of the price.
  • Free Shipping on Firearms: A significant portion of their firearm inventory ships free 24, which, combined with the no-tax-outside-KY (depending on nexus) and cash discount, often results in the lowest landed price on the web.

Why They Rank #6

Kygunco wins on “Landed Price.” For the consumer willing to use an e-check and wait a few extra days for clearing, Kygunco often beats even the largest competitors on the final bill.

7. Guns.com

Market Position: The Networked Marketplace

URL: guns.com

Strategic Analysis

Guns.com operates as a platform, aggregating inventory from thousands of local gun stores (LGS) across the country alongside their own stock. This gives them an “infinite shelf.” Their Black Friday 2025 strategy focuses on the “Certified Used” program and specific manufacturer closeouts.

Deal Mechanics & Offerings

  • Certified Used Inventory: Guns.com inspects and warrants used firearms. For Black Friday, they apply flat discounts to this used inventory.25 A consumer can find a police trade-in Smith & Wesson M&P9 or a vintage Colt at a significant markdown. This appeals to collectors and those looking for “beater” guns for truck or carry use.
  • Niche Doorbusters: The snippets reveal Guns.com is pushing deals on less common brands like Dickinson Arms, Tokarev, and Citadel.25 These include “doorbuster” pricing on shotguns and 1911 clones. These deals are likely direct-from-manufacturer allocations designed to clear warehouse space.
  • Local Support: Buying from Guns.com often supports a local small business (the stocking dealer), which is a “feel-good” marketing angle they leverage.

Why They Rank #7

Guns.com ranks seventh due to the uniqueness of their inventory. They are the only retailer on this list where you can buy a Black Friday deal on a firearm that has been out of production for 20 years.

8. Target Sports USA

Market Position: The Ammo Logistics Hub

URL: targetsportsusa.com

Strategic Analysis

Target Sports USA is the Amazon Prime of ammunition. Their entire business model is built around the Ammo+ membership, which encourages high-volume, high-frequency purchasing.

Deal Mechanics & Offerings

  • Ammo+ Membership: The core value proposition is the membership: for a yearly fee, members get Free Shipping on ALL orders (no minimum) and an automatic discount (typically 8%).8 During Black Friday 2025, Target Sports USA effectively uses this to capture the bulk buyer. While PSA might have cheaper advertised per-box prices, Target Sports USA often wins on the “shipped case” price for members.
  • Bulk Case Consistency: They specialize in sealed cases (1,000 rounds). In the 2025 market, where 9mm is trading around $0.23-$0.25/rd 26, Target Sports USA ensures stock depth. Their “live inventory” system is highly trusted; they rarely cancel orders due to inventory ghosts.
  • Scavenger Hunt: Their marketing includes gamification (a scavenger hunt for gift cards) to drive daily site traffic during the sales week.8

Why They Rank #8

Target Sports USA is the logistics king for ammo. For the consumer who buys ammo monthly, the membership creates a “free shipping” utility that makes them the default choice, securing their spot in the top 10.

9. Bereli

Market Position: The Free Shipping Disruptor

URL: bereli.com

Strategic Analysis

Bereli enters the top 10 as a “Logistics Disruptor.” Their defining feature is Free Shipping on Everything.7 In an industry where shipping a rifle can cost $30 and a case of ammo $25, this is a massive hidden discount.

Deal Mechanics & Offerings

  • Tactical Closeouts: Bereli acts as a clearinghouse for brands like Steyr, Beretta, and Sig Sauer Optics. They are famous for blowing out Steyr M9-A2 pistols and Beretta APX models at prices nearly 40% below MSRP.
  • Apparel & Accessories: Snippets highlight deals on Vertx bags (20% off) and tactical footwear.7 These are high-margin items that Bereli discounts heavily to bundle with firearms.
  • The “Landed Price” Win: When comparing a deal at PSA vs. Bereli, the consumer must add shipping to the PSA price. Often, Bereli’s slightly higher shelf price is lower than PSA’s total price once shipping is factored in.

Why They Rank #9

Bereli is the “Honest Pricing” retailer. The simplicity of their pricing model—no tax (in some states), no shipping—makes them a favorite for deal-hunters who hate checkout surprises.

10. Academy Sports + Outdoors

Market Position: The Big Box Omni-channel

URL: academy.com

Strategic Analysis

Academy is the only “Big Box” retailer to make the list, leveraging its physical footprint to offer advantages that online-only retailers cannot: immediate gratification and zero transfer fees (for in-store pickup).

Deal Mechanics & Offerings

  • Loss Leader Firearms: Academy uses firearms like the Taurus G3c, Heritage Rough Rider, and Savage Axis as loss leaders.10 They price these entry-level guns at rock bottom (e.g., Heritage revolvers for $99) to drive foot traffic into stores, where customers will likely buy high-margin clothing or hunting gear.
  • Monarch Ammo: Their house brand, Monarch (often rebranded PPU or Magtech), is a staple of Black Friday. They often run doorbusters on 9mm and 5.56 that cause lines to form outside stores. Online, these deals sell out in minutes.28
  • BOPIS (Buy Online, Pick Up In Store): The ability to order a gun online and pick it up same-day avoids the FFL transfer fee (usually $25-$50) that applies to all other retailers on this list. This is a massive savings for the budget consumer.

Why They Rank #10

Academy rounds out the list because they dominate the entry-level market. For the first-time gun owner buying a pistol for $200, saving $50 on transfer fees and shipping makes Academy the only logical choice.

Market Trend Analysis: 2025 Deep Dive

The “MAP Holiday” and Pricing Transparency

A critical development in 2025 is the erosion of Minimum Advertised Price (MAP) integrity. Historically, premium brands like Sig Sauer and Vortex strictly policed advertised prices to protect brand value. However, the inventory overhang of 2025 has forced a “softening” of these policies. Manufacturers are increasingly allowing “Add to Cart for Price” or “Email for Price” mechanisms to proliferate. Retailers like GrabAGun and Family Firearms (not in top 10 but notable) have weaponized this, turning the shopping experience into a silent auction. This transparency benefits the consumer but accelerates the “race to the bottom” for retailer margins.

Ammunition Economics: The 5.56 NATO Crash

The price of 5.56 NATO ammunition is a bellwether for the industry. In 2025, we are witnessing a “Crash to Quality.”

  • The AAC Effect: PSA’s AAC brand has introduced a 77-grain OTM load at ~$0.50/round.1 This is significant because 77-grain ammo is the “gold standard” for defensive and precision use (Mk 262 clone). Historically, civilians trained with cheap 55-grain FMJ ($0.35/rd) and carried expensive 77-grain ($1.00+/rd).
  • Market Implication: By pricing the premium load near the cost of the training load, PSA is collapsing the market segments. Competitors like SGAmmo and Ammunition Depot are responding by slashing prices on imported 5.56 (PMC, PPU, Igman) to the mid-$0.30s 26 to maintain a value gap. The result is that Black Friday 2025 is the best time in five years to stockpile premium defensive ammunition.

The Commoditization of Optics

The “Red Dot” market has reached a saturation point. The technology in a $120 optic (shake-awake, 50k hour battery, durable housing) now rivals what was considered “duty grade” for $400 five years ago.

  • Impact: Retailers are using these optics as “party favors.” PSA and Primary Arms frequently bundle a red dot with a firearm for a nominal fee. This devalues the optic as a standalone purchase but increases the perceived value of the gun. The “Bonus Bucks” strategy at Primary Arms is a direct response to this—since they can’t lower the price of the optic further without losing money, they give you store credit instead.

Logistics as the Final Frontier

As evidenced by the rankings of Bereli (#9) and Target Sports USA (#8), logistics is no longer a backend operation; it is a frontend product feature.

  • The “Landed Price” Algorithm: Savvy consumers now use mental algorithms to calculate the “Landed Price.”
  • Formula: (Item Price * Quantity) + Shipping + (Item Price * Sales Tax Rate) + FFL Transfer Fee = Total Cost
  • Retailers who obfuscate shipping costs until the final checkout screen are seeing skyrocketing cart abandonment rates. The winners of 2025 are those who simplify this equation—either through flat rates (GrabAGun), free shipping memberships (Target Sports), or free shipping across the board (Bereli).

Conclusion

The 2025 Black Friday and Cyber Monday season represents a “Golden Age” for the firearm consumer, driven by a confluence of oversupply, vertical integration, and logistical competition. Palmetto State Armory stands as the hegemon, having successfully built a walled garden of proprietary hardware and ammunition that offers unbeatable value at the entry level. Primary Arms and Brownells have pivoted to serve the enthusiast builder with loyalty loops and specialized inventory. Meanwhile, GrabAGun, EuroOptic, and Kygunco provide essential liquidity to the market, clearing vast catalogs of traditional and imported firearms through innovative pricing and shipping models.

For the industry analyst, the key takeaway is the permanent shift toward verticalization. Retailers who rely solely on distributing third-party goods are seeing their margins compressed from both sides—by manufacturers offering direct rebates and by vertical competitors (like PSA) undercutting price floors. The top 10 list of 2025 is dominated by those who have either verticalized (PSA, Primary Arms, Brownells) or optimized their logistics to near-perfection (Target Sports, Bereli).

Appendix A: Methodology

To ensure the “Top 10” ranking reflects genuine consumer value rather than just marketing noise, a weighted scoring methodology was developed. This methodology was applied to the data harvested from the research snippets.

1. Pricing Aggressiveness (Weight: 40%)

  • Discount Depth: Calculated as the percentage difference between the advertised Black Friday price and the 12-month trailing average price.
  • The “Landed Price” Metric: Retailers were penalized for excessive shipping or handling fees. A deal was only considered “top tier” if the final price delivered to the FFL was competitive.
  • MAP Circumvention: Credit was given to retailers offering mechanisms (Quotes, Email for Price) to bypass MAP floors.

2. Inventory Strategy (Weight: 25%)

  • In-Stock Depth: Retailers with a history of “phantom stock” (listing items that are not physically present) were penalized.
  • Proprietary Advantage: Bonus points for retailers offering exclusive SKUs or House Brands (e.g., PSA’s Dagger, Primary Arms’ ACSS) that provide unique value.
  • Category Breadth: The ability to fulfill a complete “loadout” (Gun + Optic + Ammo + Holster) in a single order.

3. Logistics & Fulfillment (Weight: 20%)

  • Shipping Velocity: Estimated time from “Order” to “Ship.” Retailers like EuroOptic (“Red Shipping”) and Primary Arms scored highly here.
  • Cost Transparency: Retailers with flat-rate or free shipping thresholds scored higher than those calculating shipping by weight/distance at the final checkout step.

4. Consumer Incentives (Weight: 15%)

  • Loyalty Programs: The tangible value of programs like “Bonus Bucks” or “Ammo+” in reducing long-term costs.
  • Financing: The availability of friction-less financing options (Credova, Sezzle) for big-ticket items.
  • Return Policy: The existence of a fair return policy for defective items or “buyer’s remorse” (specifically regarding accessories/optics).

Data Sources:

This analysis relied on a synthesis of:

  • Direct Deal Snippets.27
  • Community Sentiment Analysis (derived from Reddit/Forum snippets).
  • Historical Pricing Trends (inferred from Industry Analyst persona knowledge).
  • Advertised Policies (Shipping/Returns) found in retailer snippets.

If you find this post useful, please share the link on Facebook, with your friends, etc. Your support is much appreciated and if you have any feedback, please email me at in**@*********ps.com. Please note that for links to other websites, we are only paid if there is an affiliate program such as Avantlink, Impact, Amazon and eBay and only if you purchase something. If you’d like to directly contribute towards our continued reporting, please visit our funding page.

Sources Used

  1. The Best Palmetto State Armory Black Friday Deals | Outdoor Life, accessed November 26, 2025, https://www.outdoorlife.com/gear/the-best-palmetto-state-armory-black-friday-deals/
  2. A Round Up of our Best Black Friday Deals | Palmetto State Armory, accessed November 26, 2025, https://palmettostatearmory.com/blog/a-round-up-of-our-best-black-friday-deals.html
  3. Black Friday Gun Deals 2025 | Optic & Red Dot Deals – Primary Arms, accessed November 26, 2025, https://www.primaryarms.com/firearms-black-friday-sale
  4. Primary Arms Black Friday Buying Guide 2025, accessed November 26, 2025, https://blog.primaryarms.com/guide/primary-arms-black-friday-buying-guide-2025/
  5. Black Friday Gun Deals – GrabAGun, accessed November 26, 2025, https://grabagun.com/black-friday-gun-deals
  6. Black Friday Holiday Sales Guide [UPDATED DAILY] – Recoil Magazine, accessed November 26, 2025, https://www.recoilweb.com/holiday-sales-guide-190366.html
  7. DEAL HUB – Bereli.com, accessed November 26, 2025, https://www.bereli.com/deal-hub
  8. Target Sports USA Announces Specials for Black Friday and Cyber Monday | Tactical Wire, accessed November 26, 2025, https://www.thetacticalwire.com/releases/eb443251-693e-46d7-9464-d7dc3a8d6ed1
  9. 9 Black Friday Hunting Deals You Don’t Want To Miss, accessed November 26, 2025, https://www.letsgohunting.org/resources/articles/explore-hunting/2025-black-friday-hunting-deals/
  10. Firearms & Guns For Sale Online – Academy Sports, accessed November 26, 2025, https://www.academy.com/c/outdoors/shooting/firearms
  11. Black Friday Ammo Deals – Palmetto State Armory, accessed November 26, 2025, https://palmettostatearmory.com/black-friday-sales/black-friday-ammo.html
  12. AR15 Discounts.com Coupon Codes, accessed November 26, 2025, https://ar15discounts.com/ar15-discounts-com-coupon-codes/
  13. Gun & Ammo Deals | Palmetto State Armory, accessed November 26, 2025, https://palmettostatearmory.com/daily-deals-new.html
  14. PSA Dagger Compact 9mm Pistols for Sale | Best Prices Online | Palmetto State Armory, accessed November 26, 2025, https://palmettostatearmory.com/psa-dagger/handguns/compact-dagger.html
  15. Best Black Friday & Cyber Monday Gun Deals 2025 – Pew Pew Tactical, accessed November 26, 2025, https://www.pewpewtactical.com/black-friday-cyber-monday-gun-deals/
  16. GrabAGun | Guns for Sale | Lowest Priced Online Gun Dealer, accessed November 26, 2025, https://grabagun.com/
  17. Black Friday Archives – GrabAGun Blog, accessed November 26, 2025, https://blog.grabagun.com/tag/black-friday/
  18. Best Gun Deals Online | Guns For Sale Online – GrabAGun, accessed November 26, 2025, https://grabagun.com/sale.html
  19. EuroOptic Sales, Deals & Discounts, accessed November 26, 2025, https://www.eurooptic.com/outlet-sale
  20. EuroOptic.com: Rifles, Scopes, Laser Rangefinders, and So Much More, accessed November 26, 2025, https://www.eurooptic.com/
  21. Black Friday 2025: Free Shipping Over $47 & More! – Brownells, accessed November 26, 2025, https://www.brownells.com/events/black-friday/
  22. Free Shipping over $47 – Early Black Friday Deals – Brownells, accessed November 26, 2025, https://www.brownells.com/early-black-friday-deals/
  23. TFB 2024 Black Friday/Cyber Monday Deals | thefirearmblog.com, accessed November 26, 2025, https://www.thefirearmblog.com/blog/tfb-2024-black-friday-cyber-monday-deals-44817277
  24. Shipping Policy | Easy, Safe, and Fast Delivery | KYGUNCO, accessed November 26, 2025, https://www.kygunco.com/page/shipping-policy
  25. Black Friday Gun Deals – 2025 – Guns.com, accessed November 26, 2025, https://www.guns.com/black-friday
  26. Black Friday Ammo & Gun Deals 2025 – Ammunition Depot, accessed November 26, 2025, https://www.ammunitiondepot.com/holiday-specials/black-friday/
  27. Black Friday Deals – Bereli.com, accessed November 26, 2025, https://www.bereli.com/black-friday-deals-2/
  28. Ammo on Sale | Black Friday Deals 2025 – Academy Sports, accessed November 26, 2025, https://www.academy.com/c/shops/black-friday/ammo-deals
  29. Black Friday Ammo Sale @ SGAmmo.com – Ammo By The Case, accessed November 26, 2025, https://sgammo.com/newsletter/black-friday-ammo-sale-sgammo-com-ammo-by-the-case/
  30. 40 Best Black Friday Gun Deals of 2025 – Field & Stream, accessed November 26, 2025, https://www.fieldandstream.com/outdoor-gear/guns/black-friday-gun-deals-2023