Dick’s takes on NRA bullies. Now, they are rewarded with best sales in 6 years.

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Sometimes the bullies aren’t just children in school. The brave survivors of the Parkland shooting massacre held marches and rallies across the country and managed to get gun safety legislation passed in several states.

This did not please the National Rifle Association (NRA), especially when CEO of Dick’s Sporting Goods, Ed Stack promised the kids that he would no longer sell assault rifles and high-capacity magazines in his stores. He worked with Everytown for Gun Safety and signed a letter endorsing gun safety legislation. He also hired lobbyists to push congressional action and even went as far as destroying $5 million worth of unsold rifles.

He stood firmly with the students, against the NRA. The NRA did not appreciate it and promised boycotts of the stores’ sales. Since Dick’s caters to many of the NRA’s target audience it seemed like a valid threat and for about two weeks the plan seemed to work.

But then, their bold stand against the NRA bullies paid off. Sales grew significantly quarter after quarter and by the third quarter they were showing the best sales in six years.

Says Edward W Stack, chairman and CEO: “We saw increases in both average ticket and transactions, as well as growth across each of our three primary categories of hardlines, apparel and footwear. As we head into the holiday season, we remain very enthusiastic about our business.”

Things are not looking good for the NRA as Dick’s keeps growing; it’s profits increasing. It seems as if the NRA will no longer be able to strong-arm their way into getting what they want. The new generation will do what they need to stop gun massacres and soon other companies and politicians are sure to take notice of this change in attitude towards the nations’ unhealthy gun fetish.

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