Tags: Gun Control | Gun Rights | Mass Shootings | dicks | sporting | goods | backlash

Dick's Sporting Goods Has Yet to Feel Backlash on New Gun Policy

Dick's Sporting Goods Has Yet to Feel Backlash on New Gun Policy
(Georgesheldon | Dreamstime)

Friday, 16 March 2018 12:16 PM

The expected backlash against Dick’s Sporting Goods Inc. for tightening gun restrictions hasn’t come to pass in the form of fewer store visits.

Trips to the company’s locations have risen 0.3 percent in the two weeks since Chief Executive Officer Ed Stack made waves in the U.S. gun-control debate by ending the sales of assault-style firearms, according to InMarket, which tracks consumer traffic through mobile phones.

“It definitely shows they have a loyal customer base,” said Cameron Peebles, InMarket’s chief marketing officer. “Consumers vote with their feet.”

If this trend holds, it will be welcome news for the retailer, which has been trying to convince investors that it can revive growth. The company is dealing with increasing competition from its own suppliers, like Nike Inc., which have started to sell more merchandise through their own stores and websites.

The retailer’s revised gun policy, which also raises the required purchasing age for all firearms to 21, will negatively impact sales, the company said last week on an earnings call. The chain also expected its stricter rules on guns to hurt store visits because some customers would be upset by the changes.

“We’re going to have some blowback and some pushback on that businesses,” Stack said during an investor conference on Wednesday. “It’s going to be even softer than we had originally anticipated.”

However, InMarket’s data show the expected impact may not materialize.

“While Dick’s Sporting Goods might be preparing for a massive backlash, the early data suggests things might not be as bad as they seem,” InMarket said.

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The expected backlash against Dick's Sporting Goods Inc. for tightening gun restrictions hasn't come to pass in the form of fewer store visits.
dicks, sporting, goods, backlash, gun, policy
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2018-16-16
Friday, 16 March 2018 12:16 PM
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