LuckyGunner Labs, among other things, is tasked with experimenting and testing various topics related to ammunition and then reporting the results back to you, our dear readers.  We thought we’d take some time today to share some insights into our biggest ongoing experiment:  delivering the best experience available to customers who purchase ammunition online at

Our team loves data – lots of it.  It helps us make decisions, improve the customer experience, and navigate an ever-changing landscape.  The last year has been a wild and interesting one for our team and along with our loyal customers, data is right up there on the list of things that has helped us improve and endure.  With that in mind, we thought you guys might like to come “behind the scenes” and learn from the data we have access to every day.

All the information we’ll be sharing today comes from Google Analytics – which isn’t perfect, but it’s good, consistent, and an industry standard.  We hope you’ll find it interesting and worth sharing. Please keep in mind that the percentages in the right columns below indicate that row’s percentage of the annual total. So, without further ado:

Our Customers

Many of you may be surprised that we receive more traffic from California than any other state in the Union  (even after a slight decline last year) – I know I would have guessed Texas, right?  Can anyone guess who #11 is (feel free to answer in the comments)?

Ammo Sales by State

Not surprisingly, it was a tough year for Microsoft and Firefox and a win for Google and Apple.

Ammo Sales by Browser and OS

Ammo Sales by Operating System

The mobile landscape has changed dramatically in the last 12 months.  We’ve gone from 13.6% of our site visitors coming from a mobile phone in 2011 to a whopping 26.9% in 2012 – and growing.  It sounds like we need to listen to our customers and make our website more mobile friendly in 2013!  Here are some other interesting stats:

Mobile Device Ammunition Sales

Our Products

Spoiler Alert!  Before you read on, can you guess any of our top 10 products for 2012 or our top selling calibers?  Record your guesses in the comments below – and don’t cheat! ;-)

Unfortunately, we don’t have all this data for 2011 readily available so we’ll just show you the 2012 data:

Best Ammo Calibers

It’s no surprise that 9mm was #1 – don’t you own a 9mm handgun? That said, if we combined 223 and 5.56, the combined caliber would take the cake at 23.75%!

Best Ammo Products

Well folks, that’s it for 2012.  Did you find something surprising or interesting?  If so, please share it with your friends.  If you’re like us, you love learning about ammunition and the people who choose to purchase it online.  We can’t imagine anything more exciting to study and pursue.

Everyone at wishes you a happy and prosperous 2013.  We’ll be hard at work in this e-commerce laboratory trying new things, running experiments, pouring over data, and making decisions – all in hopes of delivering an even better customer experience than we did in 2012.  Please wish us luck!

Did you enjoy this article?

Share this article with your friends!

Leave a Comment Below

  • Bill Sowels

    Where’s the 45s?

  • Jon Robinson

    Very few companies are as transparent as you

  • Rodney Sainer

    Awesome information! I will continue to bring your sales to Texas up and I own many calibers and some not listed like 7.62 54r

  • Robert Wall

    A fun read. Thanks for sharing.

  • Ron Fox

    Perhaps I could get some help here with a question I have. I am often told by anti-civil rights types that “Guns are for killing people”. I seek to counter that argument by comparing the number of rounds expended on actually killing people (in a civilian criminal setting, not a military one) with the nuimber of rounds expended in target shooting, practice, hunting, etc. I figure that the number of rounds sold in a year in the U.S. is a rough approximation of how many rounds are expended overall (yes, some people will have a net gain over the year in the number of rounds they own, but I’m going to call that negligible). I figure that the number of civilian deaths times 1.25 = the number of rounds expended killing someone (figure that not all their shots hit).

    I”m anticipating that I’m going to end up with a number well below 1%, probably even below 0.1%. But I have no idea where to get those numbers.

    • Jan Andersen

      Interesting angle, but the number will be much smaller.

      Quick Google search indicates app 5 Billion rounds manufactured in the US. Subtract military use and you still have a very small number of rounds used in crime divided with several Billion.

    • Anonymous

      While I cannot help with your thesis, I would observe that guns, if they can be said to have a purpose, are for projecting force. They, like any tool, can be used for defensive uses, offensive uses, or neither use (think plinking).

      Don’t accept the premise the antis put forth, generally the problem is the tool used in commission of the crime.

    • Tim Finin

      Do you think that the same argument will hold for military weapons — that they are not for killing people and destroying infrastructure?

    • Ron Fox

      In the case of the military it’s reasonable to presume that the guns it uses are for killing people in the course of national defense and that the rounds it expends are for that purpose – or for the preparation thereof.

      But given that the vast majority of civilian guns are used for recreational purposes – target shooting, skeet shooting, hunting, etc., it’s far more reasonable to presume that the rounds expended by civilians are expended for those purposes (or for the preparation thereof). I very much doubt that murderers spend much time at the range practicing, so I would count only those rounds they expend in committing those crimes – with a fudge factor thrown in to account for their misses. I’d be flexible on that factor, but I can’t imagine it would be any greater than 2.

      There was an interesting story in the Chicago Tribuine this last Sunday. We have had 500 murders in Chicago in 2012. Of that number, 82% of the shooters (or suspected shooters) already had a criminal record, and most of those were involved in gang activities. Given that gun ranges in Chicago are limited to use by law enforcement officials and security force employees, I kind of doubt that these shooters are regulars at the range.

    • Ron Groves

      Military in this useage indicates a specific intended purpose but most of the millions of US Vets will tell you they fired many more rounds on a range then in actual combat.

    • Charles F. Easter

      GREAT QUESTION! In my responses to the Anti’s “Black Gun” hate, I have been saying ” these weapons are fired “Millions of times more, where No One is harmed, than when someone is hurt”. I am only guessing, as personally I’ve probably only put 100k or so downrange. A relatively close number would be helpful.

  • Casey Jacobson

    I really appreciate this kind of openness with your customers. I will ALWAYS purchase from LG.

  • Ray Whiten

    Any way to do the ammo sales as an 18 month lines graph? I’d be super interested in seeing the scale of the volume spike pre-election and for the last month.

  • Kurt Schneider

    I’d really like to see some of the traffic data around the end of December 2012, once all this dies down.

  • Tom McGinley

    Good informatin – thanks!

  • John Cardillo

    I really liked this company and turned alot of people fron ny onto this company because of their fair prices. but have since changed companies since it seems as with all that’s going on in the nation there prices have, to say the least, sky rocketed. maybe its because the government ordered those millions of bullets for themselves. sorry, but maybe when the prices come back down to normal we’ll be back.

  • Corey Amundson

    #11, New York?

  • Evan Hart

    @ Jon Robinson.
    Except when it comes to answering why there seems to have been a 300% mark-up in 5.56/.233 ammo since August. $.97-.98 a round is price gouging/highway robbery. Is shooting, and gun ownership going to become an elitist hobby that only people with money can afford to have? So Lucky Gunner…why the high mark-up? Can’t you show some solidarity with your loyal customers and refuse to by from manufacturers who price gouge?

  • Jess Johnson

    I used to buy from you a lot…before the gouging. It’s a very short sighted play on your part, as you’ve lost a good customer.

    • Craig Waldron

      Cheaperthandirt got the same vote from me. Free market strategies should also reward the people that give you your bread and butter. MidwayUSA has stayed pretty flat. They are on my good list.

    • Ken Files

      Do you see other ammo vendors selling for less? I’ve looked quite a bit and I haven’t. I believe it’s due to the high demand thanks to the lawmakers trying to take away our right to own firearms. I typically try to buy the better brands so I don’t put too much wear and tear on my guns but I do pay a hearty price. If you know of a place to get the higher grade fmj’s please let me know. I’m all for competition.