The SHOT Show (Shooting, Hunting & Outdoor Trade Show) is the premier annual event for firearms, hunting, and outdoor sports, where industry professionals and enthusiasts alike gather to explore the latest innovations in firearms, ammunition, hunting gear, and outdoor accessories.
This massive trade show provides a platform for manufacturers, retailers, and consumers to connect, learn about cutting-edge products, and participate in hands-on demonstrations while fostering a vibrant community passionate about shooting sports, hunting, and outdoor adventures.
With its diverse array of exhibitors and a deep commitment to responsible firearm ownership and conservation, the SHOT Show serves as the ultimate destination for anyone with a love for all things shooting, hunting, or the great outdoors.
Key Takeaways
- SHOT Show Overview: Premier annual event for firearms, hunting, and outdoors taking place on January 20-23, 2026, in Las Vegas, Nevada at the Venetian Expo + Caesars Forum.
- Diverse Attendees: Draws manufacturers, retailers, media, and more.
- Exhibit Process: Apply, ensure eligibility, budget, and be aware of fees.
- Exhibition Benefits: Offers exposure, networking, launches, research, and more.
- Preparation Tips: Set goals, research, budget, advertise, and consider Xibit Solutions for booth design.
ABOUT SHOT SHOW 2026
The SHOT Show, owned and sponsored by the National Shooting Sports Foundation (NSSF), is all about bringing together the best minds in the industry. As an exhibitor, you’ll be able to connect directly with thousands of people in the shooting, hunting, and outdoor trades. This includes commercial buyers and sellers of military, law enforcement, and tactical products and services.
There will also be many chances to meet and mingle with others in the industry, along with showcasing events that provide the perfect opportunity to share products directly with the buyers you’re looking for.
SHOT Show 2026 Facts and Statistics:
- Date: January 20-23, 2026
- Venue: Venetian Expo + Caesars Forum
- City/State: Las Vegas, Nevada
- Estimated Number of Exhibitors: 2,700-2,800+
- Sponsor: National Shooting Sports Foundation (NSSF)
Who Attends SHOT Show?
The SHOT Show is one of the largest trade shows in the world for the shooting sports, hunting, and outdoor industries. As such, it attracts a diverse range of attendees from various segments of these industries.
Here are some of the types of attendees you can typically find at the SHOT Show:
- Manufacturers and Exhibitors: Companies and manufacturers in the firearms, ammunition, outdoor gear, hunting accessories, and related industries are the primary exhibitors at the show. They use the SHOT Show as a platform to showcase their products and innovations.
- Retailers and Buyers: Gun shop owners, sporting goods retailers, online retailers, and other businesses that sell firearms, outdoor gear, and hunting equipment attend the SHOT Show to discover new products and make purchasing decisions for their stores.
- Distributors: Distributors and wholesalers in the firearms and outdoor industry attend to source products and establish relationships with manufacturers and exhibitors.
- Industry Professionals: Professionals from various sectors, including law enforcement, military, security, and government agencies, attend the show to explore the latest equipment, firearms, and technologies relevant to their work.
- Media: Journalists, bloggers, photographers, and other members of the media attend the SHOT Show to cover the event, interview industry experts, and report on new products and trends.
- Outdoor and Hunting Enthusiasts: While the SHOT Show is primarily an industry event, some outdoor and hunting enthusiasts also attend. They may have connections in the industry or gain access through various channels to see the latest products and trends.
- Firearms and Outdoor Industry Associations: Representatives from industry organizations and associations often attend to network, advocate for their members’ interests, and stay informed about developments in the industry.
- Firearms and Outdoor Industry Professionals: This category includes engineers, product designers, marketing professionals, and other individuals working behind the scenes in the industry.
- Government Officials: Some government representatives and policymakers attend to learn about industry developments, safety initiatives, and regulations affecting firearms and outdoor equipment.
- Educational Institutions: Representatives from educational institutions with programs related to firearms technology, outdoor education, and related fields may attend for networking and educational purposes.
How to Exhibit at SHOT Show 2026
To exhibit at the 2026 SHOT Show, whether as a new exhibitor or a supplier, here’s what you need to know:
New Exhibitors:
- Application: If your company is interested in exhibiting, you can start by submitting an application. Be aware that booth placement for new companies will occur later in the spring and will be processed in the order of NSSF membership, as well as when the application and deposit are received.
- Eligibility: All exhibitors must be part of the shooting, hunting, outdoor, or law enforcement industries, and they must be approved by Show Management.
- Cost: The cost for booth space is $43 per square foot. Corner booths carry an additional $950 fee per corner. New exhibitors are also subject to a $1,895 New Exhibitor Package fee. Discounts are available for NSSF members.
Supplier Showcase:
- Eligibility: Similar to new exhibitors, all participants in the Supplier Showcase must be part of the shooting, hunting, outdoor, or law enforcement industries and be approved by Show Management.
- Location: The Supplier Showcase takes place on Monday, January 19 and Tuesday, January 20 during SHOT Week in the Palazzo Ballroom, on the 5th floor of the Venetian, just upstairs from the main SHOT Show.
- Cost: The booth package for the Supplier Showcase is priced at $4,500, with an additional corner booth fee of $500 per corner. There is a $500 discount for NSSF Patron/Supporting members.
Supplier Showcase Booth Package Includes:
- 8′ x 6′ Exhibit Space
- 6′ table, two chairs, wastebasket, and a 7″ x 44″ identification sign
- Two registrations for both the Supplier Showcase and the SHOT Show
- SmartApp Lead Retrieval App
- Electrical (5 amps)
- Lunch for up to 2 booth personnel on Monday and Tuesday
- Listing in Supplier Showcase Pocket Guide, SHOT Show Directory, Mobile App, and Show Planner
- SHOT Marketing Package and access to Digital Press Kits
If you’re a manufacturing supplier involved in the shooting, hunting, or outdoor industries, this is a valuable opportunity to showcase your products and connect with relevant manufacturers.
Keep in mind that securing your booth space early is essential, as placement is processed on a first-come, first-served basis. If you’re a returning vendor, make sure to fill out the Supplier Showcase Application early!
Why Exhibit at SHOT Show?
Exhibiting at the SHOT Show offers a multitude of benefits for companies and organizations in the shooting, hunting, and outdoor industries. Here are some compelling reasons why businesses choose to exhibit at the SHOT Show:
- Unrivaled Exposure: The SHOT Show is one of the largest and most prestigious trade shows in the world for the shooting sports, hunting, and outdoor industries. It attracts a massive and highly targeted audience, including industry professionals, buyers, distributors, and media. Exhibiting provides unparalleled exposure to potential customers and influential stakeholders.
- Networking Opportunities: The show serves as a hub for networking and building relationships within the industry. Exhibitors can connect with retailers, distributors, fellow manufacturers, industry associations, and government representatives. These connections can lead to new partnerships, collaborations, and business opportunities.
- Product Launch Platform: The SHOT Show provides an ideal platform to launch and showcase new products. It’s an opportunity to generate buzz and excitement around your latest innovations, attracting attention from retailers, buyers, and media who are eager to discover what’s new in the market.
- Market Research: Exhibiting at the SHOT Show allows companies to gather valuable feedback from attendees, including potential customers and industry experts. This feedback can inform product development and marketing strategies, helping businesses better meet market demands.
- Competitive Advantage: Being present at the SHOT Show is almost a necessity for staying competitive in the industry. It provides an opportunity to keep an eye on competitors, see what they’re launching, and ensure your brand remains at the forefront of the industry.
- Media Coverage: The SHOT Show attracts a substantial media presence. Exhibitors often benefit from media coverage, which can amplify their brand’s message and reach a broader audience beyond the show floor.
- Lead Generation: The show is an effective platform for lead generation. Exhibitors can collect contact information from potential customers and follow up with them after the event, converting leads into sales.
- Educational Opportunities: In addition to the exhibit floor, the SHOT Show often features educational seminars, workshops, and networking events. Exhibitors can attend these sessions to stay informed about industry trends, regulations, and best practices.
- Global Reach: While the SHOT Show is held in Las Vegas, it attracts attendees from around the world. This global reach makes it an excellent opportunity for companies looking to expand their international presence.
- Support for Industry Initiatives: The SHOT Show is owned by the NSSF, which is dedicated to promoting the shooting sports, hunting, and outdoor recreation. By exhibiting, companies support these industry initiatives and contribute to the growth and sustainability of the industry.
Notable Exhibitors
Past exhibitors at SHOT Show have included:
- Firearms Manufacturers: Smith & Wesson, Ruger, Glock, SIG Sauer, Remington, Colt, Beretta
- Ammunition Companies: Federal, Winchester, Hornady, CCI, Remington
- Optics and Accessories: Vortex, Leupold, Bushnell, EOTech, Aimpoint
- Outdoor Gear: Browning, Mossy Oak, Realtree, Sitka Gear
- Law Enforcement & Tactical: 5.11 Tactical, Safariland, Streamlight
- Knives and Tools: Benchmade, Gerber, CRKT, Buck Knives
- Archery: Hoyt, Mathews, PSE, Bear Archery
- Hunting Apparel: Cabela’s, Bass Pro Shops, Under Armour
- Gun Safes and Storage: Liberty Safe, Fort Knox, Winchester Safes
For a full list of exhibitors, see the SHOT Show Planner.
Featured Events
There are several featured events at the SHOT Show in 2026.
- Supplier Showcase: The Supplier Showcase is a dedicated event—Monday, January 19 and Tuesday, January 20 only—for suppliers to display off the main trade show floors. It’s held in the Venetian 5th Floor Palazzo Ballroom.
- Archery Business Pavilion: A unique space within the SHOT Show to highlight the archery industry. It is available Tuesday-Friday in the Caesar’s Forum Academy Ballroom.
- NSSF/HAVA Golf Classic: Industry leaders come together to raise money for Honored American Veterans Afield (HAVA). It’s also a great additional networking opportunity.
- All Star Jam Concert: Well-known rock and country artists will perform Tuesday evening at the Great Outdoors Plaza
Additional networking happy hours and events are scheduled for Wednesday and Thursday, after the SHOT Show floor closes. The website lists additional “after dark” opportunities as well.
Preparing to Exhibit at SHOT Show 2026
Trade show exhibits are a big investment; here’s what you need to make your time successful:
We’ve created this comprehensive Trade Show Preparation Guide, which you download for free, to help you prepare for the show.
Set Clear Goals for Your Trade Show Experience
Asking yourself the following questions can help with this task. Once you have the answers to these questions, you can develop a clear plan to reach your goals and measure your success.
- What do you hope to gain from SHOT Show?
- How many attendees do you want to draw in, and how many leads do you want to generate?
- What products do you want to showcase?
- Are you launching a product or promoting your business?
Do Your Research
Although you can’t attend everything, you can maximize your time by putting yourself in reach of your target audience at all times. Focus on the expos and educational events that are most likely to include your target customers so you can put all your attention on those most likely to buy.
Budget and Register for Your Space
When you register SHOT Show be sure to find out all you can about your space, such as its location on the floor, other exhibitors near you, the typical traffic in the area and what’s included in the space, such as lighting. SHOT Show provides a great floorplan to make this easy for exhibitors.
Plan Your Exhibit
The last thing you want is a cluttered booth. To plan your exhibit, decide on who you want to reach and what products, demonstrations, and promotional materials are best suited to their needs. If you’re targeting multiple audiences, consider the best products to launch or showcase to reach a wide variety of attendees.
Advertise Well in Advance
Trade show promotion should start months in advance. Promote your attendance on social media, your website, in press releases, and through email blasts to ensure that your customers have time to plan. Utilize information such as the attendee list to reach new customers before the show even starts.
TIPS FOR EXHIBITING AT SHOT SHOW 2026
Make the most of exhibiting at one of the industry’s premier events with these trade show tips.
Engage on Social Media
Use social media outlets to share your trade show exhibit information, drum up anticipation for your giveaways or product launches and share behind-the-scenes tidbits like your team packing for the event or show meetings. Be sure to use the show’s hashtags (#SHOTShow) or other relevant tagging to get your posts into the online conversation.
Draw the Crowd
Use an interactive display, such as a game, contest or raffle to draw people’s interest to your booth. Giving away prizes through raffles or contests is a great way to collect information about visitors and encourage more traffic to your booth.
Bring Promotional Materials
Make sure you devote enough of your budget to an array of promotional materials. You should have order forms, business cards, price sheets, brochures, flyers and more that you can hand out to visitors to ensure you stay in their minds.
Keep Staff at Your Booth
At a show, you’ll want to attend networking events and educational seminars, so it’s important to make sure that your booth is never empty. When you’re preparing for the show, ensure you have enough team members attending the show to man the booth the entire time the show is open and greet visitors to engage them with your business.
Follow up With Attendees
Following up with your leads is almost as important as planning for the show itself. Take notes during the event to be sure you remember everyone in all the chaos, and take the time to note any opportunities for a smoother event experience in the future.
Planning on Exhibiting at SHOT Show 2026
If you’re looking to make an impression at SHOT Show 2026, Xibit Solutions is ready to help.
Our experienced team has knowledge in every aspect of the trade show experience, and can help your exhibit succeed. From customizing the graphics to designing the layout, we tailor booth experiences that showcase your business and draw in more customers.
Contact Xibit Solutions today to see how our booth designs can help maximize your trade show experience!