After the Parkland shooting, Dick’s Sporting Goods implemented a new policy banning people under the age of 21 from buying guns. That policy decision is having a significant effect on the chain’s bottom line. They probably should have put a little more thought into this.
Bearing Arms reports:
Dick’s Virtue Signaling Costs Them…Literally
Dick’s Sporting Goods figured it was riding the wave of public sentiment when it announced it wouldn’t sell long guns to anyone under the age of 21 following the Parkland massacre. It was a piece of corporate virtue signaling, and it automatically made them the target of ire in the firearms community.
Then again, who cares about those guys? There aren’t that many of them, right?
Weeelll…it seems that maybe they should have cared just a little.
Just weeks after halting sales of all firearms to customers under the age of 21 and banning AR-type rifles in its Field and Stream stores, retail giant Dick’s Sporting Goods announced a “deeper-than-expected” sales drop as their stock sank the most in four months, according to Fortune.
“There’s going to be some pushback and we expected that,” said CEO Edward Stack, in an earnings call with Wall Street analysts, CNN reports. “There are going to be the people who don’t shop us anymore for anything.”
Decisions have consequences. The people who run Dick’s Sporting Goods might want to rethink this one.