For many shoots, shooting is a customer service business – ensuring that their customers have a great time and get value-for-money. So insight into what people who shoot do and what they want is valuable.
Take part in this year's survey
This guide uses data from the Game Shooting Census 2017, by GunsOnPegs and Strutt & Parker, and previous censuses to provide shoot managers with detailed information about the profile and priorities of the people who shoot. These people are not all the same – they have different characteristics and expectations. This is important for shoots to know so they can promote and market themselves effectively to their target audience, and identify business opportunities.
We hope you find this guide useful. Please contact me if you would like any further information about it, the Census or if we can assist with any aspect of your shoot.
At a glance
The 2017 Game Shooting Census was completed by 12,143 guns. They shot over 138,000 days, of which they purchased 45,000 days and spent £26.6m on their sport.
It is clear that guns that spend different amounts on shooting have different characteristics.
The data has been broken down by expected spend - guns who expect to spend less than £1,000 this season, £1,000–10,000, and those who expect to spend over £10,000 this season.
LOWER-SPENDING GUNS (<£1,000 PA)
These guns are the least likely to increase their spending – only 11% said they spent more this year compared with 52% of the higher spenders.
So, shoots should review whether they can keep their charge per bird at the same level – despite the costs of operating shoots rising.
MIDDLE-SPENDERS (£1,000 – 10,000 PA)
For most shoots, this is the target audience as it includes most guns. They typically shoot in two regions each year and buy seven days’ shooting – so marketing days that match their spending profiles is key to attracting them.
Their spend per let day that they buy is quite variable – from £250–£999.
HIGHER-SPENDERS (£10,000+)
The Census highlights the importance of the top end of the market to the sector; even though only 10-15% of respondents spend more than £10,000, this group make up almost 50% of the total spend on shooting.
Having links with high quality local hotels will be attractive to the guns, as will links with other high quality shoots elsewhere in the country. These guns are willing to travel for the right type of experience. They are also more likely to take shooting lessons or shoot simulated days than lower spenders.
Read more
To find out more of the results from the 2017 survey, including the amount spent on shooting, the favourite region to shoot in, and bag size, download the full Game Shooting Census.
Take part
You're invited to take part in the 2018 survey, please click here to complete the guns survey, and here to complete the shoot owners survey.
All entrants will be entered into a prize draw to win a 200-bird day for 2 guns this season at Bodnant Estate in Wales, including accommodation. For more information, click here.