Smith & Wesson outlined its plan to improve margins and maximize the lifetime value of all the new customers it acquired during the pandemic firearm surge, at its 2021 Analyst Day. With NSSF data showing that at least 40% of firearm sales were to first-time buyers during the pandemic, the company sees about $40 billion in lifetime value of those customers. It has stepped up its data analytics processes to improve marketing efforts and cut back on promotional activity moving forward. SWBI expects EBITDAS to settle into the 20%-30% range and gross margins between 32%-42% on higher full-price selling and ... Log in to view full article.