One thing that is obvious in the exhibit hall here at the SHOT show is a concerted effort to market firearms to women. The pink, purple, orange, and yellow guns stand out from the more traditional polymer or silver colored frames typically associated with pistols or long guns.
Here’s what you can find at the Walther booth:
And it’s not just Walther. There are multiple color choices over at Taurus as well.
You can’t see the white one very well, but it’s kind of cool looking. SAR Arms also had an array of colorful offerings.
Finally, here is a picture of what I believe to be a rather unfortunate Browning Buckmark.
It’s good to see the industry recognize a powerful consumer in the firearms economy and market to their tastes… or perhaps what they perceive to be the taste of women. Representatives at Walther, Taurus and SAR Arms all told me that these “colored” guns are selling like hotcakes. It will be interesting to see the continued effect of women on the industry and on the political climate as more women familiarize themselves with firearms.
(DISCLOSURE: The author would never buy a pink gun. The prettiest gun I have would be my Walther PPK.)