C.O. firearms instructors report an increase in female customers, point toward political climate

(Update: Adding video, comments from gun instructors)

REDMOND, Ore. (KTVZ)— Gun owners and instructors across Central Oregon are reporting an increase in female interest in gun ownership,

Sharon Preston, who owns and operates Ladies of Lead, said, "Already, my classes are already ticked up. So just to let you know, I mean, they've been full for a long time, but now I'm looking even farther out, so I'm getting a lot of phone calls,"

Preston said she has seen an increase in bookings for her female lead gun classes just shortly after the 2024 election, with ages ranging from the early 20s to seniors.

"I think women, it's really important that we dive deep down into our souls to figure out who we could become and defend ourselves," she said. "And that's really what I feel like I've been most successful at - reaching women on that level, to give themselves permission to survive. "

A study conducted by Oregon State University in 2023 said that from 2007 through 2022, women’s gun ownership rose from 16% to 22%, while the rate for men stayed roughly steady, at 43%.

The study’s findings, based on an analysis of 20 years of gun advertising, were published in the Journal of Macromarketing. Co-authors were Aimee Huff, associate professor in the OSU College of Business, and Brett Burkhardt, associate professor of sociology in OSU’s School of Public Policy.

They pointed toward a change in marketing by gun manufacturers catering to female fear.

It's evident on social media. Women have expressed renewed interest in gun ownership across the aisles. Many fear an increase in danger from the political climate.

"The act of violence is no longer academic. It's become real. And they understand that the only one that wins in a violent act is, unfortunately, the one doing the violence," Preston said.

Kenneth Brown with Liberation Firearms Training in Redmond also has seen an increase, "They come in here, they're coming in here for a reason, and they're not leaving until they're ready to go."

But he says the election is not the only factor bringing more women to his shooting range.

"It's just a reality that we live in," Brown said. "It's a little bit more dangerous for a lady walking down the street than for me walking down the street. There's certain things that they have to think about or like, kind of foresight you know, is kind of what they have to do. "