SHOT Show 2026: How to Make the Most of Your Time in Las Vegas

SHOT Show opens in Las Vegas this week from January 20-23—2,700+ exhibitors, four days, two venues. For gun shop owners, range operators, and training facilities, it’s the year’s concentrated opportunity to connect with suppliers, discover products, and negotiate deals that take months to arrange otherwise.

Here’s how to make your time there count.

What You Get at SHOT Show

1. Direct access to decision-makers.

You’re not calling through customer service or waiting for a sales rep’s next visit. Manufacturers, distributors, and supplier executives are there specifically to talk business. 

Need better wholesale pricing? Want to discuss custom orders? Looking to establish a new supplier relationship? These conversations happen face-to-face at SHOT Show, and deals get made on the show floor.

2. First look at 2026 product lines.

Manufacturers launch new firearms, ammunition, optics, and gear at SHOT Show. You’ll see what’s coming months before it hits distribution, which means you can plan inventory, pre-order popular items, and educate your staff before competitors even know the products exist. That head start matters when customers start asking.

3. Industry intelligence in one location.

Walking 2,700 exhibitor booths sounds overwhelming, but it’s efficient. In four days, you’ll see more suppliers, compare more products, and gather more competitive intelligence than six months of normal vendor meetings would provide. You’ll spot trends—which calibers are hot, what law enforcement agencies are prioritizing, which gear categories are expanding—and plan accordingly.

4. Educational programs built for your business.

SHOT University runs sessions on retail operations, range management, inventory control, and business growth. The Law Enforcement Education Program (LEEP) offers specialized training for agencies and tactical facilities. These aren’t generic business seminars—they’re designed around challenges specific to our industry, taught by people who understand your operations.

Before You Go: Set Your Priorities

1. Identify three to five specific goals.

While it’s fine to wander around and “See what’s new”, you’ll get more out of the experience if you make a plan. Define what you need: negotiate better terms with your current ammunition supplier, find a more reliable target vendor, source a product category you want to add, meet with a manufacturer you’ve been trying to reach. Write them down. Then your schedule can serve those goals.

2. Research exhibitors in advance.

Log in to the Show Planner at shotshow.org after you register. Bookmark the exhibitors you must see, note their booth numbers, and map your route. With exhibits spanning both the Venetian Expo and Caesars Forum, a plan keeps you efficient.

3. Know your numbers.

What’s your annual spend on key product categories? What margins do you need? What inventory commitments can you make? Suppliers take you more seriously when you arrive prepared to discuss real business, and you’re more likely to negotiate favorable terms.

4. Book your hotel through official partners.

SHOT Show has negotiated discounts with Las Vegas hotels. Use them—savings add up, and you’re often closer to the venues.

During the Show: Work Smart

1. Hit smaller exhibitors first.

Tuesday and Wednesday mornings, focus on smaller companies with innovative products. They often have limited staff, so getting there early means better conversations. Major manufacturers have bigger booths and more personnel—you can visit them anytime during the week.

2. Block time for your top priorities.

If negotiating with your main ammunition distributor is critical, schedule that meeting for Tuesday morning when you’re fresh and they’re not rushed. Don’t leave your most important conversations to Friday afternoon.

3. Bring business cards and decision authority.

Many exhibitors offer show-specific pricing or terms available only if you commit on-site. Know what you’re authorized to agree to, and be ready to make decisions. Saying “I’ll think about it” often means losing the deal.

4. Attend at least one educational session.

Pick a SHOT University or LEEP session that addresses a specific challenge—range safety protocols, retail merchandising, procurement best practices. The time investment pays off when you implement what you learn.

5. Take notes and photos.

By Thursday, everything blurs together. Use your phone to photograph booth numbers, product specs, and business cards. Note key conversations and follow-up items. You’ll thank yourself when you’re back at your shop trying to remember which supplier offered better terms.

6. Save energy for networking events.

Some of the best conversations happen off the show floor. Industry peers share what’s working, suppliers are more relaxed, and you’ll make connections that lead to partnerships down the line. Don’t skip the evening events—they’re valuable.

What to Focus On by Business Type

Gun Shop Owners:

Firearms manufacturers launching 2026 models, ammunition suppliers with annual contracts, accessory vendors for high-margin add-ons, point-of-sale and inventory management solutions.

Range Operators:

Target suppliers, range equipment and safety technology, training curriculum vendors, law enforcement agency relationship opportunities, liability and insurance solutions.

Training Facilities:

Tactical gear and equipment, qualification course updates, law enforcement procurement trends, LEEP educational sessions, agency networking opportunities.

After the Show: Follow Up Fast

Contact key suppliers within 48 hours.

Everyone’s inbox is flooded after SHOT Show. Follow up immediately while you’re fresh in their memory. Reference specific conversations, confirm terms discussed, and move deals forward.

Review your notes and prioritize.

You saw hundreds of exhibitors. Identify the top five to ten relationships or products that move your business forward. Focus there first—don’t try to act on everything.

Share intel with your team.

Brief your staff on what’s coming, which products to expect, and how you’re positioning for the year ahead. They’re your front line with customers, and informed employees sell better.

Key Details for SHOT Show 2026

Dates: January 20–23, 2026
Location: Venetian Expo + Caesars Forum, Las Vegas
Registration: shotshow.org (FFL or industry credentials required)
Show Planner: Available after registration for scheduling and booth mapping
Hotel Discounts: Book through official partners at shotshow.org/hotel-and-travel

Why We Pay Attention

National Target has been manufacturing official targets for over 60 years. We track SHOT Show closely because industry changes that start there end up impacting our customers’ businesses not long after. 

When law enforcement training priorities change, when competition formats gain traction, when new calibers trend, those decisions impact which targets you’ll need months later.

We use that to stay ahead of demand so you’re never caught short when your customers’ needs shift.

SHOT Show concentrates a year’s worth of supplier conversations, product discovery, and business relationships into four days. Go in with a plan, work your priorities, and follow up fast. That’s how you turn the trip into tangible business results.