The End of an Era: Why Cheaper Than Dirt Stopped Selling Guns

Recently, Cheaper Than Dirt, a major online gun store based in Fort Worth, made headlines by stepping out of the firearm sales business. This move has left the shooting community without another major supplier, and many are missing their go-to place for "dirt cheap guns." What led to this decision, and is there a deeper story behind it?

Who's Cheaper Than Dirt and Why They're Bowing Out of Gun Sales

Cheaper Than Dirt started its journey at gun shows, where a savvy entrepreneur sold firearms for cheap prices. The company's name was inspired by a customer who was amazed at how the prices were literally "cheaper than dirt." In 1993, the company had its first mail-order catalog, which quickly evolved into an online gun retail platform by the late 1990s.

Despite their pioneering efforts, things haven't always been smooth. In 2020, Texas Attorney General Ken Paxton demanded the company refund over $402,000 due to accusations of price gouging amid the pandemic. This was a significant blow to their reputation.

Recently, Cheaper Than Dirt was acquired by 2A Group LLC, a private investment company. However, the acquisition did not include the firearms inventory, meaning that category is no longer available on their website. The site will keep offering ammunition and shooting accessories, but the era of buying “dirt cheap guns” from them has come to a close.

This development prompts a broader reflection on the challenges gun dealers face today. What does the future hold for the industry, the players, and the customers?

The Challenges of the Firearms Retail

The landscape of the firearms business has evolved dramatically since the early 2000s. Today, gun retailers face numerous challenges that can affect their operations, profitability, and strategic planning. One of the biggest hurdles is navigating the complex web of federal, state, and local regulations and ensuring compliance with strict laws, including thorough background checks, secure storage requirements, and detailed record-keeping.

Additionally, the gun industry is often at the center of intense public debate. Polarizing public opinion can impact sales and brand reputation. So gun retailers are always walking a fine line between catering to gun enthusiasts and addressing broader societal concerns.

Finally, the gun sales market is highly competitive, with thousands of businesses trying to capture consumer interest. Online gun stores have intensified this competition by offering a broader selection and often lower prices than their brick-and-mortar counterparts. However, while brick-and-mortar stores have their own ways of differentiating themselves, for instance, through local community engagement, the competitive strategies of online gun stores are rather limited.

These issues aren't just minor obstacles—they can force even the most experienced retailers out of the market. Take Dick’s Sporting Goods, for example. Their strategic transformation, albeit for different reasons than Cheaper Than Dirt, is noteworthy. In response to the Sandy Hook Elementary School tragedy in 2012, Dick's began scaling back its firearm and ammunition sales. After the Parkland shooting in 2018, they further restricted gun sales to those 21 and older and pulled certain firearms and ammunition from over a hundred stores. They even destroyed their stock of military-style, semi-automatic weapons.

Gun Enthusiasts Still Have Options

Running a gun store is no walk in the park. Market players come and go, but thanks to a strong community of responsible gun enthusiasts, there are still plenty of legitimate online retailers to buy guns from.

At GRITR Sports, we recognize the needs of the community and meet them head-on. Our selection isn't limited to affordable pistols and hunting rifles; we offer a diverse range of brands and products that cater to shooters of all budgets.

If you haven't heard of us yet, here's a bit of our story. We started in 2007 as Webyshops, initially focusing on selling sports optics online. What began as a small side venture soon flourished into a thriving business. By 2014, we had earned a spot at #381 on the Inc. 500/5000 list of America's fastest-growing companies.

In response to changing political climates (particularly, Amazon pulling out its firearm products) and growing consumer demand, we rebranded as GRITR Sports and set on building a safe platform for shooting sports enthusiasts to shop for guns to "Amazon of Shooting Sports."

Besides our online platform that caters to customers across the entire United States, we have a brick-and-mortar store located in North Richland Hills, TX (a short drive from Fort Worth) that boasts one of the largest firearm inventories in the DFW area.

GRITR Sports: Your New Go-to for Premium & Affordable Firearms

At GRITR Sports, you'll find everything from budget-friendly AR-15 rifles and pistols to high-end guns from renowned brands. Muzzleloaders, single-action revolvers for Cowboy Action, custom-built AK-47, Glock-style 9mm handguns, affordable hunting shotguns for duck hunting—you name it.

We represent top-tier brands, including Ruger, SIG Sauer, Smith & Wesson, Springfield Armory, Savage Arms, and international favorites like CZ and Beretta. This ensures that you have access to quality firearms that meet the highest standards. But we don't just stick to the big names; we also feature lesser-known brands, including 1911 pistols from Tisas and Kimber, Staccato 2011's double-stack 1911s, Chiappa’s revolvers, and ATI’s range of budget-friendly firearms.

Beyond firearms, you’ll also find a large selection of gun parts, accessories, and upgrades, including AR lowers, pistol action parts, shotgun stocks, chassis, and more.

While we strive to maintain competitive pricing, we also provide opportunities for additional savings through used guns, discounts, and exclusive deals.

At GRITR Sports, we're developing to serve you better, adding new brands and guns. We invite you to be part of our journey as we aim to become the go-to platform for all 2nd Amendment supporters. So, when you need a good deal on a firearm or gun parts, remember to visit GRITR Sports.