New guns don't make a store much profit, just like new cars don't make a dealer much profit. Trade ins and properly bought used guns/cars are much higher profit. The real profit lies in the "tires, batteries, and accessories", i.e gun cases, cleaning kits, optics, clothing and footwear; ammo is low profit, but reloading equipment is decent profit. Fishing equipment is like clothing, often "keyed" or more. Buying and moving inventory fast are the keys to successful retailing, especially with marginally low profit margins...guns.