When it comes to marketing any product, expanding the consumer base is always a good strategy. Which is why some US firearm shops are attracting more female customers by stocking pink guns.
One of the pink innovators is the Gander Mountain hunting store in Waukesha, Wisconsin which stocks several pink guns. They include a Remington 20-gauge shotgun with a pink and black stock emblazoned with the slogan: "Shoot like a girl if you can!"
Another is a Crickett rifle with a bright pink stock.
Store manager Chris Hanson said the guns were "aimed" at female hunters and were both selling well.
In another part of hunting and fishing mad Winsconsin, Jim Astle of Jim's Gun Supply in Baraboo has been coating guns in pink and other colours for four years.
His 12-year-old daughter owns a lovely little pink camouflage shotgun.
"Females want to shoot guns, but they want them to look pretty, too," said Jim. "Guys could give a rat's butt what their gun looks like."
Connie Cody, a 48-year-old administrative assistant in Kenosha, said she wishes she had seen pink guns for sale after she completed her hunter safety course 18 months ago. Since then, she has bought a 9-mm pistol, a .357 revolver, a .38 Derringer and a .380 pistol, all in traditional colours. Told about the pink guns, she said: "If they stock them, I'm going to buy one."