If you’ve ever heard someone say, I’m heading to SHOT Show this year, and wondered whether that meant a convention, a trade fair, or something closer to a cultural event, you’re not alone.
Because here’s the truth: SHOT Show isn’t just a show.
It’s where the shooting, hunting, and outdoor industry get together to decide what the next year will look like.
If you’re going in 2026, you’re stepping into one of the largest trade gatherings in the world, with thousands of exhibitors, miles of show floor, and conversations that shape product launches, safety standards, business relationships, and industry direction long before the public ever hears about them.
But before you think about booths, badges, or what gear might debut, it helps to understand what this event actually is, and what it isn’t.
SHOT Show is built around education, professional responsibility, and safety first.
It’s not a public expo. It’s not a place for casual browsing. And it’s definitely not just about what’s new, it’s about why it matters, how it’s used responsibly, and who it’s designed to serve.
And this year, we’ll be there too.
Not behind a booth or an exhibitor counter, but walking the floor, sitting in on conversations, attending education sessions, and connecting with the people who actually make this industry move.
Auction Armory will be at SHOT Show 2026 the same way many professionals attend: listening first, learning what’s next, and building relationships face-to-face.
What is the SHOT Show?
At its core, SHOT Show stands for Shooting, Hunting & Outdoor Trade.
But what that really means is this: it’s the largest industry-only trade event in the world for professionals connected to shooting sports, hunting, outdoor gear, law enforcement, and military supply.
Everyone on the floor is there because they work in the industry, retailers, manufacturers, distributors, range operators, trainers, media, and procurement teams. That trade-only structure is intentional, and it’s what allows conversations about safety, compliance, and professional standards to happen at a serious level.
Who Puts It All Together
SHOT Show is hosted by the National Shooting Sports Foundation (NSSF), the trade association for the firearms and outdoor industry in the U.S.
That matters because NSSF isn’t just an event organizer, it’s deeply involved in:
- Industry education and compliance.
- Safety initiatives.
- Research, advocacy, and best practices.
So when you attend SHOT Show, you’re stepping into an event designed around responsibility and professionalism, not spectacle.
Where and When It Happens
For 2026, SHOT Show returns to Las Vegas, spread across two massive venues:
- The Venetian Expo.
- Caesars Forum.
The show runs from January 20–23, 2026, with additional industry events and education sessions happening around those core days.
The layout alone is a reminder of how big this event really is; you’ll likely move between venues more than once a day.
This year SHOT Show is expected to feature over 2700 exhibitors. This is a whole ecosystem of products, services, and ideas. Firearms and optics sit alongside safety equipment, training tools, apparel, range infrastructure, and emerging technology.
You’re not just seeing what exists now, you’re seeing what’s coming next.
And that’s why understanding what the SHOT Show is before you arrive makes all the difference in how you experience it.
Who Can Attend SHOT Show?
Is SHOT Show Open to the Public?
No, SHOT Show is a trade-only industry event.
Attendance is limited to professionals working in the shooting sports, hunting, outdoor, law enforcement, military, and tactical industries. If you’re a consumer, collector, or enthusiast without an industry role, you won’t be eligible to attend.
What Types of Industry Professionals Can Attend SHOT Show?
SHOT Show welcomes attendees from a diverse range of verified industry roles, including commercial buyers and sellers, manufacturers, distributors, retailers, service providers, consultants, and suppliers who actively support the industry.
Each attendee must demonstrate a legitimate professional connection to the market.
What Are the SHOT Show Attendee Categories?
Registration is organized into specific attendee categories, each with its own qualification requirements.
These include retailers and wholesalers, manufacturers, advertising and marketing professionals tied to industry brands, gunsmiths, instructors, range operators, legal and compliance services, and material or service suppliers to manufacturers. Your badge approval depends on fitting clearly into one of these categories.
Can Law Enforcement and Military Attend SHOT Show?
Absolutely, active law enforcement officers, military personnel, and authorized civilian government employees may attend under specific registration paths.
What Documentation Is Required to Attend the SHOT Show?
SHOT Show requires documentation to verify both your company and your role. This may include business licenses, tax documents, invoices, company websites, professional email addresses, pay stubs, or official letters, depending on your attendee category. Registration approval is not automatic and is reviewed carefully.
Are Internet Retailers and Government Contractors Allowed?
Yes,internet-based retailers, government agencies, and military or law-enforcement contractors can qualify, as long as they can demonstrate an active and direct relationship to the industry. The key factor is professional involvement, not sales channel or organization type.
Is There an Age Requirement for SHOT Show?
SHOT Show is not open to anyone under the age of 16, and all attendees must meet credentialing requirements. Badges are non-transferable, and failure to comply with admission policies can result in removal from the event.
What’s New at SHOT Show 2026?
New Firearms and Major Platform Updates
At SHOT Show 2026, the big story around firearms is mostly centered around subtle evolution.
You’ll notice that many manufacturers aren’t trying to reinvent entire platforms. They’re making thoughtful updates based on how people actually use these tools day in and day out. Conversations will circle around:
- Better ergonomics and grip geometry.
- Improved optics-ready designs that feel more natural and balanced.
- Subtle changes that matter after long training days or duty use.
Suppressors and the “Silencer Gold Rush”
This is going to be one of the liveliest corners of the show floor.
With regulatory barriers lower than they were just a few years ago, suppressors are no longer treated like specialty items. At SHOT Show 2026, they’re part of broader system conversations. You’ll hear a lot about:
- Entry-level suppressors are designed to be more accessible.
- Lightweight and modular designs.
- Education around proper use, maintenance, and safety.
Modularity and Customization Across Platforms
Modularity has officially crossed the line from trend to expectation.
Across firearms and accessories, the message is consistent: equipment should adapt to the user. As you walk the show, you’ll see:
- Swappable grip frames and chassis systems.
- Platforms built to evolve instead of being replaced.
- Design choices that prioritize fit, comfort, and adaptability.
This isn’t customization for the sake of it; it’s more about performance, training efficiency, and long-term usability.
Optics, Accessories, and Tech Enhancements
SHOT Show 2026 makes it very clear that firearms are only part of the picture.
Optics and accessories are getting smarter and more integrated, with a noticeable push toward:
- Enclosed, duty-ready red dots.
- Better battery life and auto-on features.
- Imaging and thermal tools that are easier to deploy in real-world scenarios.
Artificial Intelligence, 3D Printing, and the Future of Firearms
Because yes…
AI is literally everywhere.
As you talk with manufacturers, a common theme starts to surface: how things are made is changing just as fast as what’s being made.
Artificial intelligence is becoming part of everyday manufacturing conversations,
Companies are exploring how AI can help:
- Streamline supply chains.
- Detect production anomalies earlier.
- Automate quality control and forecasting.
At the same time, 3D printing continues to move from experimental to essential. What once felt like a niche capability is now being used to prototype faster, reduce waste, and produce complex components that are harder or more expensive to manufacture traditionally.
What You’ll Find at SHOT Show 2026
Honestly?
It’s going to depend on whether you’re only looking at booths or are more interested in paying attention to the conversations happening around them.
New Products and Early Industry Launches
Yes, new products are everywhere, but at the SHOT Show, launches are rarely only announcements.
Manufacturers use this space to explain why a product exists, what problem it’s solving, and how it fits into real-world use.
Firearms, optics, accessories, apparel, and safety equipment often appear here long before the public sees them, paired with feedback-driven conversations rather than polished marketing alone.
If you’re listening closely, you’ll start to see patterns forming across brands.
Professional Education and Training Sessions
Education is a core part of SHOT Show, not a side feature.
SHOT University, law enforcement education programs, and compliance-focused sessions run throughout the week. These sessions typically cover:
- Regulatory and compliance updates.
- Retail and operational strategy.
- Safety standards and best practices.
- Marketing, staffing, and business growth.
For many attendees, these sessions provide more long-term value than any single product reveal.
Industry Networking and Relationship Building
Some of the most important moments at SHOT Show don’t happen inside a booth.
They happen between sessions, while walking the floor, or during informal conversations across venues.
Retailers connect with manufacturers. Brands meet service providers. Long-term partnerships often begin with a simple exchange of ideas rather than a formal pitch.
That’s also why many professionals choose to attend without exhibiting, to stay updated, curious, and open to conversation.
Safety, Compliance, and Responsible Use Standards
From strict handling rules on the show floor to education centered on compliance and responsible use, safety is embedded into how the event runs. It’s reflected in product design discussions, training tools, and the increasing visibility of less-lethal and safety-focused solutions.
This emphasis reinforces the professional standards the industry expects of itself.
Industry Insights and Where the Market Is Headed
One of the most valuable things the SHOT Show offers is context.
Seeing manufacturers, educators, retailers, and decision-makers in the same space makes it easier to understand how trends connect, how technology influences training, how regulation shapes design, and how responsibility guides innovation.
By the end of the show, you will leave with clearer insight into where the industry is going and why.
How to Prepare for SHOT Show 2026
SHOT Show rewards preparation.
The scale is massive, the days are long, and the opportunities come fast. A little planning before you arrive makes a huge difference in what you take away.
Know the Key Dates Before You Book Anything
Preparation starts with understanding how the week is structured.
- Monday, January 19, 2026: Industry Day at the Range (off-site)
- Tuesday–Friday, January 20–23, 2026: SHOT Show exhibit halls and education sessions
- Before the show: Exhibitor setup, private meetings, and pre-show events
If you’re flying in, arriving at least a day early gives you time to settle in and start networking before the show officially opens.
Register Early and Bring the Right Credentials
As we have mentioned, SHOT Show is trade-only, and registration approval isn’t automatic. Make sure your credentials clearly match your attendee category and bring backup documentation just in case.
Badge pickup can take time, especially on opening morning, so planning when and where you’ll pick it up can save you hours.
Plan Your Days, Not Just Your Booth Visits
Walking the floor without a plan sounds fun, but it’s rarely efficient.
Before the show:
- Identify priority brands, partners, or conversations.
- Bookmark education sessions that align with your role.
- Leave open space for unplanned meetings and discovery.
SHOT Show is too big to see everything, so success comes from seeing the right things.
Prepare for Industry Day at the Range (If You’re Attending)
Industry Day at the Range operates separately from the show floor and has its own safety rules and logistics.
If you’re attending:
- Review safety requirements ahead of time.
- Dress for outdoor conditions and long hours.
- Expect hands-on learning, not casual demos.
Even if you’re not going, be aware that much of the early product conversation starts here.
Get Ready for Long Days on Your Feet
This sounds obvious, and it still catches people off guard.
SHOT Show spans multiple venues and hundreds of thousands of square feet. Comfortable shoes, hydration, and realistic pacing matter more than you think. Treat it like a marathon, not a sprint.
Go In With Clear Intent
The most prepared attendees aren’t the ones with the fullest schedules; they’re the ones who know why they’re there.
Whether your focus is learning, sourcing, partnerships, or market insight, clarity helps you make better decisions in the moment and avoid burnout.
Why SHOT Show Matters
SHOT Show is mostly important because of who’s there and what happens when they’re in the same room.
This is the one week each year when manufacturers, distributors, retailers, service providers, and regulators all see the industry at the same time.
That shared perspective is what makes SHOT Show different from product launches, catalogs, or online announcements.
It Reveals Where the Industry Is Headed
New products matter, but direction matters more. SHOT Show is where early signals show up first, changes in materials, manufacturing, compliance approaches, and positioning that hint at what the next year will look like.
You have an open door to see what’s gaining momentum.
It Enables Conversations
Face-to-face matters in this industry.
SHOT Show creates space for real conversations.
Deals don’t always get signed on the floor, but understanding does. Relationships get reset, ideas get pressure-tested, and long-term decisions often start there.
It Sets the Industry’s Annual Baseline
By the time SHOT Show ends, most professionals leave with a clearer sense of:
- What’s overhyped?
- What’s actually improving?
- What’s likely to stick?
That context helps teams make better decisions long after the show is over.
It’s About Presence, Not Promotion
Not everyone attends to exhibit. Many, like Auction Armory, are there to walk the floor, listen, and connect, because sometimes being present is often more valuable than being loud.
That’s what makes SHOT Show relevant: it’s where the industry checks in with itself and decides what comes next.
SHOT Show 2026 FAQs
Is SHOT Show open to the public?
No. SHOT Show is a trade-only industry event. Attendance is limited to verified professionals working in the shooting sports, hunting, outdoor, law enforcement, military, and related industries. General consumers, collectors, and enthusiasts without an industry role are not eligible to attend.
Who can attend SHOT Show?
Eligible attendees include manufacturers, distributors, retailers, wholesalers, service providers, consultants, instructors, range operators, marketing and advertising professionals tied to industry brands, and material or service suppliers. All attendees must demonstrate a legitimate professional connection to the industry.
Can law enforcement and military personnel attend SHOT Show?
Yes. Active law enforcement officers, military personnel, and authorized civilian government employees may attend under specific registration categories, provided they meet SHOT Show’s credentialing requirements.
What documentation is required to attend SHOT Show?
Documentation varies by attendee category but may include business licenses, tax records, invoices, company websites, professional email addresses, pay stubs, or official letters. All registrations are reviewed, and approval is not automatic.
Is there an age requirement for SHOT Show?
Yes. SHOT Show is not open to anyone under the age of 16. All attendees must have approved credentials, and badges are non-transferable.
Is SHOT Show only about firearms?
No. While firearms are a major focus, SHOT Show also covers ammunition, optics, accessories, manufacturing technology, compliance services, range equipment, outdoor gear, apparel, and emerging technologies that support the broader industry.
Can you attend SHOT Show without exhibiting?
Absolutely. Many industry professionals attend without a booth to network, meet partners, explore trends, and stay informed, including companies like Auction Armory that focus on relationship-building and market insight rather than exhibition.
Where and when is SHOT Show 2026?
SHOT Show 2026 will take place January 20–23, 2026, at the Venetian Expo and Caesars Forum in Las Vegas, Nevada.
Is SHOT Show worth attending for first-time industry professionals?
Yes, as long as expectations are realistic. First-time attendees gain the most value by focusing on learning, networking, and understanding the industry landscape rather than trying to see everything.
