If the $150 million, is only 2% of Dick's annual revenue, as they claim, it is probably not a big loss to them? Dick's will probably increase prices on everything else, to offset the lost revenue from firearm sales.
Brent you may be right but here is another way to think about this. I haven’t looked up their end of year 10k as filed with the USGov....but would bet the company after tax profit is somewhere around 10% of total revenue. Maybe less. It’s retail so a lot of top line sales are eaten up in labor, shipping, marketing and building lease and or depreciation. So this 7.5 billion dollar operation will most definitely miss $150,000,000 in sales of this particular line of goods and I think it will not be easily replaced with price increases on other products. The business must find new and different product to replace the products no longer sold. Hard to do today.
As someone else rightly pointed out the bigger killer is the incremental sales in other product lines that will now be lost. The golfer who goes in to get golf balls but use to buy some shooting supplies while there and vise versa. Not going to happen in a lot of cases now. The gun and hunting supporter isn’t going to go for shooting supplies and buy jogging shoes or new cooler from them. The other point someone made about brick and mortar stores being in a difficult environment is correct. That fact is amplified in this situation as people can buy so much on line and have it delivered right to the door. No need to go to Dicks for running shoes when you can buy on Amazon. So if you don’t go there to buy something in particular, read guns and ammo, then you aren’t going to buy that tent or new bowling ball either......you will get that ......you guessed it.....online.
If one assumes about a 30% flow through on those lost sales of $150,000,000 that’s about $45,000,000 in lost profit. Eventually Wall Street is going to take notice and they aren’t going to like it. I can’t imagine that the Board of Directors of Dicks are feeling real good about this business decision right now.
Anyway maybe they increase prices......and I hope they do because the smart shopper will see that and buy the sought after item they are looking for elsewhere.....another store.....or online at a better price.
Again I haven’t purchased anything from them in years and don’t plan to buy anything in the future regardless of their prices or their pivot to additional product line.
I was never impressed with Dicks Sporting Goods in terms of product selection or price. I am even less Impressed today!