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Quick note: many brands keep final announcements under wraps until show week. That’s normal. So rather than guessing “exact launches,” this guide focuses on the product categories, brand types, and show tools that consistently surface the biggest news—so you can walk in prepared and leave with better leads, better content, and better purchase decisions.
Start your planning with the official show pages so you’re working from the most accurate info (hours, events, and any changes):
Pro tip: if you’re attending as a buyer, retailer, range operator, or industry partner, decide now what your “win” looks like: new vendors? new inventory lines? content? dealer terms? If you define a win, you’ll build a better booth list and avoid walking 10+ miles of aisles without a plan.
When people ask, “What brands are bringing to Vegas?” they usually mean one of three things:
In 2026, expect brands to lean even harder into quality-of-life upgrades (lighter, stronger, simpler), modularity (parts and accessories that fit more setups), and practical performance (durability, battery life, waterproofing, real-world reliability). Buyers are more informed than ever—so brands will show up with clearer use-cases, sharper demos, and “why this matters” messaging that works on the show floor.
You don’t have to guess. Use the tools built around the show:
Here are the best starting points:
Below are the categories that consistently generate the biggest buyer interest and the biggest “new for the year” buzz. I’ve included the kinds of brands you’ll see in each category—and what to look for when you evaluate what’s truly worth your time.
Optics brands tend to arrive with upgrades that sound small but matter a lot: clearer glass, better low-light performance, lighter housings, improved turrets, tougher coatings, and more reliable electronics. In 2026, watch for:
Brand types you’ll see: premium optics makers, value-focused optic lines, and accessory brands (mounts, rings, caps, levels, and tools). If you’re a retailer, ask about dealer bundles and display programs—many optics companies offer strong show-only packages.
Explore: Official show resources and build your optics booth list using the exhibitor planner.
This category often brings practical improvements: consistency, availability, new loadings, and niche SKUs tailored to specific uses. In 2026, keep an eye out for:
If you’re buying for a store or range, ask direct questions: “What can you actually deliver in Q1 and Q2?” “What’s your backorder reality?” “Do you have retail-ready packaging updates?” The best deals are often tied to early commitments made during show week.
Apparel brands are increasingly performance-first: better breathability, quieter fabrics, stronger seam work, and weather-focused layering systems. Expect 2026 booths to emphasize:
If you create content, apparel booths are some of the easiest to film: tactile materials, fit stories, and practical demos. If you sell apparel, ask about minimums, seasonal orders, and in-store merchandising support.
Knife and tool brands show up with strong “hands-on” moments: new steels, new locking systems, improved ergonomics, and more purpose-built designs. Watch for:
This is a huge “real-world use” category. The best brands win by being boring in a good way: reliable switches, consistent output, rugged housings, and excellent warranty support. In 2026, expect emphasis on:
This category continues to grow as consumers want their gear protected, organized, and easy to access responsibly. Brands in 2026 will likely highlight:
If you’re a maker or seller in this space, show week is perfect for scouting trends: take photos of what looks premium, what looks cheap, and how brands communicate “trust” and “safety” without sounding generic.
Archery brands tend to bring meaningful refinements: smoother draw cycles, quieter shots, improved balance, and more tunable setups. Watch for:
On the professional side, expect brands to emphasize training, durability, and technology that supports real operations. Look for:
If you want more than freebies and brochures, use this simple question framework. It works whether you’re a retailer, content creator, range operator, or brand partner.
Here’s a practical plan you can execute without overthinking it:
Use the official pages to confirm hours and plan around the show’s flow:
Instead of naming hundreds of companies, build your own “brand watchlist” by grouping brands into buckets. Here are high-performing buckets for 2026:
To convert this into a real plan in minutes, open the exhibitor list and search each bucket keyword (example: “optics,” “apparel,” “knives,” “lights,” “storage,” “archery,” “manufacturing”). Save your results and prioritize by booth size, category relevance, and who your customers ask for most.
Search exhibitors here and build a booth route that matches your business goals.
If you’re writing recaps (or building product pages) after SHOT Show 2026, the fastest SEO wins usually come from “buyer intent” angles:
Include original photos, short booth quotes, and clear “who should buy this” summaries. Those details separate useful posts from generic recaps.
SHOT Show 2026 is bigger than a week of walking booths—it’s a rare concentration of brands, products, relationships, and deals. If you show up with a simple route plan, a question framework, and a content checklist, you’ll leave with more than swag. You’ll leave with inventory decisions, partnerships, and clear next steps.
Next steps: open the official site, confirm your schedule, build your booth list, and save your must-visit exhibitors.
Visit the official SHOT Show 2026 site • View the schedule • Search exhibitors
