What I do not understand about the shooting industry is that many of the manufacturers and distributors want to keep prices high and maintain high margins.
This from a business perspective is stupid. Highly expensive means that the consumer, ie shooters will only buy in limited quantities and then only use things sparingly - because they are so expensive. So if you are paying £5 a cartridge - I heard of a gunshop selling RWS ammo at over £100 a box of 20 - you will either sell very few and then use 1 to check zero and the 1 per deer shot.
Or you won’t sell any, and they will sit on the shelf gathering dust.
Drop the price so that they actually sell, you still make a margin and shooters will then go and shoot the ammunition. Take the likes of PPU ammo. It’s cheap, so shooters are happy burning through £200 worth of ammo on a day at the range. But at £100 for 20, no ways will shooters use them up. That box of 20 cartridges will last a season or two for many shooters.
Net result is less money spent on ammo, much longer stock times (and stock is money just tied up and unusable for anything else) and less money overall for the industry.
But it’s ok because they are still making very high margin.
Going back to above example - £100 retail price per box - probably £25 being made by the retailer, £25 by the importer and £50 by manufacturer and supply chain.
Compare to the cheap ammo at over £20 a box. £5 to retailer, £5 to distributor and £50 by supply chain and manufacturers. Same margins.
Except that our shooting friend comes in once a month and spends £200 on ammo cos it’s cheap. Thats £50 a month to the retailer, or £300 a year. And the retailer and distribution liquidate their stock in a month.
Vs £100 a box of ammo - our shooter buys one box a year. Retailer makes but £50 a year, and takes a year to liquidate his stock.
You have the added pressure of manufacturers and distributors punishing retailers who actually move stock by offering good prices, because they want to maintain brand prestige. Again doesn’t make any sense.
if they run the right way it’s ok 
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