It’s no surprise that we’ve seen a recent surge of new gun owners selecting shotguns as their first firearm. 

Often sold under the guise of being easier to shoot, many scatterguns find their way into homes of those who seek a defensive tool, but aren’t deep into gun culture. To that end, they usually don’t have the knowledge to select the right ammo. Customers leaving the store often are handed what is perceived to be the best load for their needs, without a thorough explanation of what the numbers on the box actually mean. Taking the time to help them understand this information will entice them to return to your shop, as you’re showing them that you are a source of knowledge that they can tap whenever needed. 

Owning a firearms instruction company for more than a decade, and training more than 50,000 students, I have kept track of the most confusing aspects of making a shotgun shell purchase and have refined a lesson plan that quickly helps newcomers understand what they need. 

I always bill shotguns as simple firearms with complicated ammunition. Picking up a box is downright intimidating if you’re new to guns. The best approach that I’ve found is to simply walk through the numbers on the box and explain a few key points of each as you go. During the process, I make sure the conversation includes gauge, length, shot size, dram equivalent, shot weight, and velocity. I also take a moment at the end to talk about shot composition, as using the wrong type in the wrong scenario can be dangerous. 

With a little time, you’ll be surprised how quickly your customers can grasp the concepts involved with choosing the right ammunition, which will lead to more enjoyment and thus, more frequent returns to resupply.

Gauge

I’ve found it best to begin with a discussion on gauge, as many newbies are surprised to hear that saying something like “I have a Mossberg” isn’t enough to help us help them. Whenever possible, I like to lay a 20-gauge and a 12-gauge shell side by side as a visual aid. Those who aren’t familiar usually are surprised to learn that as the number goes up, the shell diameter decreases. This also sets us up for a later discussion on shot size. To drive it home, I show the student what happens when you try to put a 20-gauge shell in a 12-gauge chamber. 

Naturally, the topic of .410 shells will come up, and here is where I like to explain the caliber system. As the .410 is so small, the industry decided that it’s best to keep it measured in hundredths of an inch, like some rifle and pistol cartridges, instead of applying the gauge system to it. 

The last step is a brief conversation regarding shell length, showing them where to find chamber information on their gun, and explaining that they can also go shorter. Something else that I’ve found many shooters don’t realize is that going with longer, magnum shells cuts down on the capacity of a tubular magazine. This is also a great time to introduce them to mini shells, if they are trying to maximize, or offer a magazine extension tube if you have one available. 

Finish your discussion by reminding them to read the owner’s manual, which is almost always available online these days. I’ve had students learn the hard way that you can indeed fire 3-inch .410 shells through a revolver only designed for 2.5-inch shells — you just can’t get them out afterwards.

Size

From here, I have found that the discussion naturally flows into shot size. Without entering the home-defense debate, generally, new gun owners aren’t great at matching shot size to a task. I don’t blame them, though, as buckshot is for shooting bucks, but slugs aren’t for shooting tiny, slimy creatures. 

We owe these folks an abbreviated physics lesson in inertia. Explaining that small pellets lose energy quickly, whereas larger ones carry more punch further, is about as far as I’ve ever found that I’ve needed to go. Keeping it short also stops the peanut gallery from chiming in on what “the best” self-defense load is, muddying the waters you’ve just cleared. Have your customer envision throwing a handful of sand, then immediately throwing a handful of gravel, that ought to seal the deal. 

A gun nerd at heart, I also find this a great time to inject how shotguns got their name. Often, it is misconstrued that they earned their moniker because early models were single shot, but through understanding the ammo better, customers now begin to understand that they were named after the projectiles that they fire.

Energy

Customers who buy a shotgun as their first firearm usually need to be coerced a bit, as they have a realistic fear of recoil. While a valid concern, much of this can be mitigated through ammunition selection. We’ve made a habit of pointing at the dram equivalent when trying to differentiate between a low-recoil and a high-energy product, but explaining that this is an estimate of how much powder is inside and only part of the recoil equation at best goes a long way. 

Switching over to using the velocity and shot weight values, most folks are able to envision that recoil is better determined by how much is coming out of the barrel, and how fast. I tend to wrap this conversation up with a side-by-side comparison of a low-brass shell with a high-brass shell. Although it isn’t a total indicator, I explain that shells with elongated metal usually are loaded to higher pressures, meaning more power and, unfortunately, more recoil.

Lastly, I have found that many new clients are under the impression that all shotgun shells are made out of the same material, and we know that’s not the case. I once had a student bring expensive duck-hunting ammo to a class where steel targets were involved. Explaining to him that it’s dangerous to shoot steel ammo at steel targets, I questioned why he chose that particular product for this course. His answer: “I wanted the best,” as he pointed to an inflated COVID-era price tag. Needless to say, he was upset that he had just wasted all that cash, not to mention having to borrow ammo to attend the course. 

To help customers understand how to match shot composition to an activity, I have found a lesson that blends history and physics to be the ticket. Drawing on what we just discussed about shot size, I explain that heavier materials can make smaller pellets perform like larger ones. Then, pointing back at a shell makes it apparent that this is important because we only have so much space. Covering what g/cc means, it makes it clear that bismuth is denser than TSS, while steel is the fluffiest metal used in conventional shotshells. 

This usually brings up the question of why it’s even used at all, being that it’s more expensive than lead while being less effective. An ample opportunity for a conversation about conservation, it’s a good time to cover that hunting regulations will play a big part in which shells you decide to use as well. Also, be sure to block their view of your fishing-sinker display as you explain that laws were passed to keep lead away from water.

Real Help

A customer returning for more ammunition indicates they have just used their firearm. This exchange offers an excellent opportunity to see how it went and to offer other goods and services. Perhaps they found that the stock didn’t fit them as well as they thought, or had a chance to try another style at the range. Keeping recoil pads and some of the more common buttstocks on the shelf allows for a sale in this situation. If your shop offers training, perhaps they’ll be more receptive to the idea after seeing that shooting is indeed difficult. If nothing else, it’s an opportunity to sell a cleaning kit, gun case, or other easy-to-buy item.

Shotguns may be mechanically straightforward, but the ammunition they consume demands context. Sharing this story with your staff will help them get that information across the counter in a way that empowers your customers or even ignites other interests, spreading them into other areas of the sport. 

When you slow down long enough to demystify a box of shells, you’re not just selling ammunition; you’re preventing misuse and building a safer, more confident shooter. Those few minutes of explanation pay dividends well beyond the counter, turning first-time buyers into informed customers who know where to return when questions arise. 

In a market crowded with new gun owners, it's fair to assume that the circle of bad intel has only enlarged. Couple that with a typhoon of loosely published information, and “hitting the web” often creates more questions than it answers. Few sources are as comforting, however, as a live human with refined information delivered clearly and methodically. When we compare that to all the misinformation, you’ll become their shelter from the storm.