2019SHOT Show Floor
Courtesy NSSF
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It’s been a difficult year-plus for the meeting and convention business, to say the least. The NRA recently cancelled its second consecutive annual meeting and exhibits and the 2021 SHOT Show was a Covid casualty as well. That said, the recent USCCA Expo in Fort Worth was well relatively attended.

However, in a move that casts an undeniable cloud over the prospects of the 2022 SHOT Show, SIG SAUER has decided that it will not be an exhibitor at the Sands Expo Center in Las Vegas in January. That includes the large, separate range day the company holds on the Sunday before SHOT each year.

SIG’s withdrawal is a big blow to the NSSF as SIG’s is one of the largest display booths at SHOT each year. What’s more, the decision could kick off a domino effect, causing other exhibitors who are still iffy about committing to SHOT 2022 to decide against it.

Here’s a statement SIG SAUER provided to TTAG:

SIG SAUER, Inc. is proud to be an ardent supporter of the National Shooting Sports Foundation (NSSF) and leads the industry in support of the organization and its mission to promote, protect, and preserve the hunting and shooting sports. 

Each January, NSSF hosts SHOT Show – the industry’s premier tradeshow.  As a strong supporter of NSSF, and an industry leading manufacturer, SIG has maintained a very large presence at SHOT Show and we continually grow our support for the organization, and our show presence, year after year. However, after thoughtful consideration, deliberation and a review of current circumstances, SIG SAUER has made the decision to not exhibit at the upcoming 2022 SHOT Show and will alternatively be making a $500,000 donation to NSSF to support both its mission and ongoing critical support of our industry.

For over 30 years SIG SAUER has attended SHOT Show, and we did not come to this decision without much thoughtful deliberation. Our number one priority throughout the pandemic has been, and will remain, our employees. SIG SAUER has an extremely large presence at SHOT Show sending over 140 employees to the show and our pre-show Range Day event. Maintaining this presence, or even a scaled back minimum presence for 2022, represents a significant health risk to all 2,600 of our employees across our 13 U.S. locations, as individuals attending the show return to our facilities and risk continued exposure to our entire employee base. 

Additionally, based on the circumstances as they are known to us today, it is incumbent upon us to review this decision from a financial perspective. For the first time in many years, the SHOT Show space was redrafted, necessitating the need for a complete booth re-configuration and design. Out of pocket expenses from this point forward will be well over $1 million and based on the uncertainty of large scale shows and events, this expense is not financially prudent.

In closing, SIG SAUER would like to once again note the important and essential work of the NSSF on behalf of our industry and reiterate our support for the organization and its mission. 

We’ve asked the NSSF for a statement as well, but haven’t received one yet. We’ll update this post with their it if and when we receive one.

UPDATE: Chris Dolnack, NSSF’s Senior Vice President and Chief Customer Officer had this to say about SIG’s announcement . . .

While we’re obviously disappointed, we respect their decision and are moving forward to host the largest SHOT Show ever.


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    • How can they cancel because of a fake pandemic caused by a fake virus with a fake vaccination to stop the fake virus?

      • I wouldn’t be surprised if the political climate surrounding forced vaccinations was a factor also. Moving people and interacting is difficult. Vaccine roadblocks are everywhere. Almost like it’s by design…

      • Does Fauci appear in Epstein’s little black book? I’m just asking questions…. Did Epstein kill himself?

    • I hope you’ll join me in celebrating freedom from the virus on July 4th.


  1. “For the first time in many years, the SHOT Show space was redrafted, necessitating the need for a complete booth re-configuration and design.”

    Maybe that will be a lesson for the people who forced this redesign

    • They would need to spend at least $1 million to get their new booth ready, considering there’s still a chance this event will be canceled like NRA, I’d be hesitant to drop that money too.

    • Truth. Like those concert tours that say they cancelled because of Covid when it’s really poor ticket sales.

  2. for as much as they get for a 9mm handgun
    or a pcc
    or ar
    you would think money is no object for them

    • Meh…cost benefit ratio is a thing. Did they suffer over no live Shot Show? They mentioned a million bucks too. Heck my wife is debating getting a larger more expensive spot for an upcoming Holiday antiquey decorative market. And I have a friend who is at Round Top,Texas antique/advertising show spending many thousands to set up. I doubt Sig will lose a single sale…

  3. Turns out no one is going to be “… an exhibitor at the Sands Expo Center in Las Vegas in January…” since SHOT is not being held at the Sands Expo this year.

    • you know they just changed the name but its the same place right? its at the Venetian expo center(the sands) and also at ceasar’s forum. or are you just a jerk?

    • That’s what I’m thinking. Political pressure. Sig is now a major government supplier. You know what that means.

      • Yup.
        MOAR contract bux replacing all the Berettas and SIGs that got left behind in AssCrackistan. SIG’s too busy re-tooling and refilling the supply channel the taxpayers financed for the Tallywhack Clan, so no soup for the Little Guy in the civilian market until the NGSW contract is won.
        No worries. There’s always Colt and Remington. Don’t forget to wear your mask.

  4. Why spend the money on a show to drum up business and sales when they are already producing at full capacity and have over a years worth of back orders. It makes total sense. I suspect Ruger and CZ should do the same. When was the last time you saw new super blackhawks in your local gun shop or racks full of 527’s?

    • It seems like a great business decision. The expense is enormous. Airfare, food, and lodging for 140 employees is probably several million, plus transportation of displays, setup, takedown, ammo for range day, etc. I wouldn’t be surprised if they normally spend $4-5M.

      With demand outstripping supply, there’s no need to spend that much for marketing. They don’t have to compete for shelf space and inventory at gun stores. The only thing to gain is pushing higher profit products, but they could do that simply by only offering the most profitable products. Marketing, like physical offices and business travel, has changed. Unless you’re concentrating on to 60+ crowd, the money is better spent sending samples to Tubers, bloggers, etc.

      • I’m way over 60. I don’t care. And I hate gun show’s. The YouTubers will suffer but whatever. It’s 2021. Your analysis was spot on.

  5. Dont forget to appreciate their generous donation at a time when they dont need to advertise but need to fight the Democrats

  6. Shotshow is a marketing event. Democrats have guaranteed more gun sales than advertising ever could. No reason to waste time on this.

    • They hold Shot Show here and on a day I’m off and might be there. But the odds are so low it isn’t reasonable for me to consider this a thing anyway. It won’t change my mind about any aspect of guns either way.

  7. No need for Sig to give gun reviewers and gun industry reps a chance to shoot new firearms, they’ve perfected beta testing on their customers.

  8. they are too busy making small arms for A country’s military that is assisting illegal immigration in our country …And soon those weapons will fall onto the hands of the cartel anyway.. also, they support the UN small arms treaty, to give them a monopoly on military firearms..im boycotting sig and so should you all…

    • Yeah they are going the route of HK and Colt. Once they land those big government contracts they’re never the same.

    • since when does SIG support the small arms trade treaty!? you know this is the company that popularized arm braces and takes every contract gun they make and sells it on the commercial market right?

      don’t be an idiot

  9. Its the damn flu people. The only difference is it was weaponized by China and deliberately used against the rest of the world. That is an act of war. A war we cannot fight due the numbers of koolaid drinkers of which Sig has become part.

  10. Week and a half ago the amateur radio club I belong to held a swap fest. One of the radio companies cancelled at the last minute. Turned out that somewhere in the home office two people came down with COVID. It overreacted and told all of its distributors to not go to any amateur radio events for the rest of the year.
    We had masks, sanitizers and wipes at the door but most people didn’t wear masks and were just glad that a swap fest was being held.

    • Sounds like the idiots who run one of our two local high schools. Last year two girls on the field hockey team caught a cold, so they shut down one high school for two weeks and sent the other 1148 kids home.

  11. I would like to see if someone with connections will follow up with Sig and see how much they care about their employees.

    Will they enforce Bidens totalitarian edict to require mrna experimental gene therapy for all their employees or fire those who do not submit to bullying and tyranny?

  12. I suspect we are seeing a “trend” to pull back from big shows starting to materialize.

    Manufacturers are starting to see that the real value is in directing marketing dollars to tubers, live demos and giveaways.

    Follow the money guys!

  13. Plus the FIB plants strolling about the convention floor looking for QAnon and Trump supporters.
    It’s a joke

  14. It would have probably cost them $500K to exhibit. Trade shows are crazy expensive especially in places like Vegas, Chicago and NYC.

  15. As someone who has participated in trade shows; know that booth/display redesign is expensive. That must include reusable custom crating for shipment. Think how nasty air travel will be, in the winter. Shot mandates. What a be PITA! I don’t blame them a bit.

  16. Business is crazy, why spend money on preach to the already on the team group. Good business sense

  17. So, what sig is saying, by the next year, the virus will still be running rapid.
    Sig has become a woke company. So when will it be ok to gather and enjoy life once again,? According to Sig Soarer, NEVER. I’ll be selling my 320 and never purchase shit from them again.

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