SHOT Show 2027 Guide: Dates, Badge Fees & Attendees
By Ilyas Kerbal,
SHOT Show 2027 runs from 19 to 22 January at the Venetian Expo and Caesars Forum in Las Vegas, with Industry Day at the Range on 18 January. It is the trade-only marketplace for the shooting, hunting, outdoor and law-enforcement equipment industries, with about 2,500 exhibitors and 55,000 professionals.
The industry’s buying calendar is anchored on this week. Dealers, distributors and buying groups review new lines and place orders. This guide covers dates, badge fees and the audience for companies that serve this market.
SHOT Show 2027 at a glance
| Next edition | 19-22 January 2027 (Industry Day at the Range: 18 January 2027) |
| Venue | Venetian Expo + Caesars Forum |
| City | Las Vegas, Nevada, USA |
| Typical month | January |
| Frequency | Annual |
| Attendance | ~55,000 industry professionals |
| Exhibitors | ~2,500 exhibiting companies |
| Industry | Shooting sports, hunting, outdoor & law-enforcement equipment |
| Organizer | National Shooting Sports Foundation (NSSF) |
| Official website | shotshow.org |
What is SHOT Show?
SHOT (Shooting, Hunting, Outdoor Trade) Show is the main annual marketplace for its industry. Manufacturers meet dealers, distributors, retail chains and law-enforcement/military buyers, and new products for the year are launched.
It is strictly closed to the public and badges are vetted. Industry Day at the Range the day before lets buyers and media test products live.
Location and venue
Venetian Expo and Caesars Forum, Las Vegas. Industry Day at the Range is held at Boulder Rifle & Pistol Club in Boulder City, NV.
Does it change location? No. Las Vegas every January.
Crowd at an exhibition with booths and displays. Photo by Trans Russia on Unsplash.
SHOT Show attendee profile
- Retailers and dealers
- Distributors and buying groups
- Law-enforcement and military procurement
- Manufacturers’ sales teams
- Media
Many visitors are operators, dealers or practitioners rather than corporate buyers, so not every badge is a lead. A filtered attendee list helps you find the distributors, chains and larger companies worth talking to.
Need the SHOT Show attendee list? I extract it from the official event app and website, enrich each profile and hand it over as a clean CSV or Excel file. Start here
Target industries at SHOT Show
- Firearms and ammunition
- Optics and accessories
- Hunting and outdoor gear, apparel and footwear
- Law enforcement and tactical equipment
- Retail and distribution services
- Range and training equipment
Why B2B teams should care about SHOT Show
SHOT is one of the most strictly vetted shows in the US, which means nearly every badge belongs to someone in the trade. For suppliers of retail software, logistics, apparel, optics and accessories, that makes the attendee base unusually relevant.
The most important contacts are independent retailers, chain buyers, distributors and procurement officers for law-enforcement agencies. They plan their days carefully, so suppliers who reach out ahead of time with a clear reason to meet tend to get the slots.
Is SHOT Show right for your team?
Best for: companies whose customers are the operators, dealers and distributors that SHOT Show attracts, and who want to see a whole industry in one place.
Less ideal for: enterprise software vendors targeting C-level buyers only. The crowd at SHOT Show is broad, so the attendee list has to be filtered hard before outreach.
How much does SHOT Show cost?
| Option | Price / details |
|---|---|
| Buyers | $45 NSSF member (first badge free for buyer members) / $225 non-member |
| Non-buyers | $175 member / $350 non-member |
| Law-enforcement/military buyers | $45 |
| Non-exhibiting manufacturers | $1,500 member / $2,500 non-member |
| Typical cost | $45-350 for most attendees. |
Prices change between editions and by registration date, so treat these as a guide and check shotshow.org before you buy.
Event app and digital platform
The SHOT Show app (NSSF) has historically offered exhibitor search, maps and a show planner; check shotshow.org before the show.
From a sales point of view, the app’s main limitation is access. You see the people who chose to be visible, you can’t pull them into your CRM, and once the event ends the data usually disappears with it.
Is SHOT Show worth it?
| Pros | Cons |
|---|---|
| The entire industry’s buying calendar is anchored here | Strict eligibility; not open to general business visitors |
| Cheap badge for NSSF member buyers | Niche and regulated industry |
| Strong dealer and distributor attendance | Very expensive for non-exhibiting manufacturers |
| Many companies/brands restrict marketing around the topic |
A pre-show prospecting plan for SHOT Show
| When | What to do |
|---|---|
| 6-8 weeks before | Get the attendee and exhibitor list. Segment it by job title, company size and industry, and remove existing customers and competitors. |
| 3-5 weeks before | Start outreach on email and LinkedIn. Mention the event, give a specific reason to meet and offer two or three time slots. |
| Show week | Confirm every meeting 48 hours ahead, keep a short list of walk-in targets, and log every conversation in your CRM the same day. |
| 1-5 days after | Follow up while the event is still fresh, then add non-responders to a nurture sequence. |
Buyers with NSSF membership pay as little as $45 per badge, so many independent retailers attend. Segment your list by store size so you don’t spend the whole week with single-location shops.
The hard part of this plan is step one: the list. That’s exactly what I do. Get your SHOT Show attendee list and spend your time on the conversations instead.
Frequently asked questions
When is SHOT Show 2027?
19-22 January 2027 (Industry Day at the Range: 18 January 2027). Dates can shift, so confirm on the official website (shotshow.org) before booking travel.
Where is SHOT Show held?
Venetian Expo and Caesars Forum, Las Vegas. Industry Day at the Range is held at Boulder Rifle & Pistol Club in Boulder City, NV.
Does it move? No. Las Vegas every January.
How much does a SHOT Show ticket cost?
$45-350 for most attendees. See the pricing table above for pass types.
Who attends SHOT Show?
Mainly retailers and dealers; distributors and buying groups; law-enforcement and military procurement; manufacturers’ sales teams.
Can I get the SHOT Show attendee list?
Event organisers rarely sell attendee lists. Prospector builds one for you from the event app and website: attendees, exhibitors and speakers, enriched with job title, company, company size, industry, LinkedIn profile and work email where available, delivered as a CRM-ready file before the event. Ask about SHOT Show here.
Get the SHOT Show attendee list
Want a head start on SHOT Show? Reach out on the Prospector home page. I’ll scope the attendee, exhibitor and speaker data available for the event and send you a CRM-ready file before the doors open.
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Photo credits
- Cover image: Photo by Josh Frenette on Unsplash
- In-article image: Photo by Trans Russia on Unsplash
Sources
- Official website: shotshow.org
- SHOT Show - Registration fees
- Soldier Systems - Industry Day at the Range 2027
Event details were last checked in October 2026. Dates, venues and prices can change, so confirm them on the official event website.