Tell America’s Sporting Goods Retailers: Don’t Sell Guns This Holiday Season.

Gun Safety Scorecard

Are your favorite businesses keeping you safe from gun violence?

About This Campaign

As the federal government refuses to pass reforms that will build safer communities for us all, large American employers have a responsibility to their workers, customers, and communities to do everything they can to keep us safe from the estimated 393 million firearms in civilian hands. As the country reopens gradually due to the Covid-19 pandemic, now more than ever, retailers must take the lead in making sure we are all safe from gun violence and intimidation.

Companies like TOMS, Levi's, and Dick's have leaned into gun safety. Now, we're calling on all large American employers to do three things:

Gun Safety Certified

Businesses with a B or higher are awarded the Gun Safety Certified mark. The mark, developed by Manuel Oliver (father of Joaquin Oliver, one of the 17 victims from the Parkland shooting) of Change The Ref and Stop Handgun Violence, is a symbol for brands and business to use to show their support for gun safety and push other corporations to do better.

Our Methodology

In September, October, and November 2019, we reviewed media archives, industry research, trade publications, and other publicly available information to develop the Gun Safety Scorecard. We identified the top 26 retailers from the YouGov Specialty Retail, Department Stores, and Grocery Store Popularity Lists; the top four retailers from the FourSquare Loyalty Rankings for Casual Dining, Fashion, and Quick Service Restaurants; and the top four retailers with the highest gross sales for 2018 as ranked by the National Retail Federation. This also includes the three largest clothing retailers per Business Insider’s analysis of the Forbes Global #200 list.

Frequently Asked Questions

Q: Most of these businesses don't sell guns. So why are they a part of this campaign?

A: During a period of federal inaction on gun reform, American businesses (particularly consumer-facing retailers that interact with customers on a daily basis) have a civic responsibility to keep their customers and employees safe from gun violence. While most of the companies on the Gun Safety Scorecard (GSS) do not directly sell firearms or ammunition, their stores are not immune from the impact of gun violence. Our research indicates that 25 of the 29 stores on the GSS experienced a gun violence incident on their premises.

Q. Why did you choose to grade these 29 companies?

A. In an effort to avoid cherry picking companies and provide a more honest snapshot of how American businesses are responding to the gun crisis, we looked at industry surveys (described in the methodology above) and studied a cross-section of American businesses.

Q. What are these grades based on?

The retailers identified were reviewed for activity in the following areas: 1) Actions to reduce gun violence in their stores, including banning the open carry of firearms; 2) Donations to the top 25 NRA-backed lawmakers and/or politicians; and 3) Publicly calling for action on gun reform. Businesses were rewarded a maximum of 60 points for a strong “In-store policy,” a maximum of 20 points if they avoided “political giving” to the top NRA-backed lawmakers and a maximum of 20 points for “demanding public action” on gun reform. Another 20 bonus points are available to reward companies that have taken additional steps to help move our country in the right direction.

Q. What role can corporations play in helping us build a future with fewer guns?

A. By banning firearms in their stores, investing in communities plagued by gun violence, and ending political donations to NRA-backed lawmakers, American businesses can add their voices to the overwhelming number of Americans who support gun reform, reach more moderate and conservative audiences, and help advance the political and cultural change we'll need to build safer communities with fewer guns. Corporate America was instrumental in fighting for LGBTQ equality and it can play a critical role in this issue as well.

Q. Are you asking people to avoid shopping at businesses with low grades?

A. We believe that consumers have unique leverage to push the businesses they patronize to live up to their stated corporate values and give back to the communities they serve. Therefore, we encourage Americans who visit low-rated businesses to visit our Take Action page and push those businesses to do better. They must hear from their customers.

The Business Must Act Coalition