Mills Fleet Farm Alters Advertising Tactics

Mills Fleet Farm has decided to stop advertising modern sporting rifles in all of their advertisements, but they will continue to sell them in all of their store locations. The Midwest-based outdoors, sporting goods and farm equipment retailer made this decision roughly around the beginning of March without much notice from the general public.

Derick Prelle, Mills Fleet Farm’s Chief Executive, stated to the Star Tribune in an e-mail exchange that the ad decision was made a month ago based on consumer input. All modern sporting rifles and high-capacity magazines will no longer appear in their weekly and monthly circular ads.

It is a curious position to take to try and virtue-signal through your advertising tactics, but continue to sell them to the general public because you like the profits. Also, what type of modern sporting rifles that will not be advertised is not very clearly defined.

Will this include military surplus rifles like an M1A? A more modern Ruger 10/22 with a collapsible stock? An imported AK-47? Or only what the media views to be a classic depiction of an AR-15 like a Smith & Wesson M&P-15 Sport II or a DPMS Oracle?

Also, what is high-capacity? More than 5 rounds? More than 10 rounds? More than 30?

A lot of these terms and ideas are arbitrary thoughts to the individual making them. Someone who is unfamiliar with firearms might believe any rifle that is black might fit this category or any firearm that can hold more than 5 rounds is overzealous.

Another stance that Mills Fleet Farm has taken in regards to the way they perform Federal background checks has changed. When an individual fills out the paperwork for a Federal background check, one of 3 responses can occur:

Proceed – Take the Firearm Home
Delayed – The Customer remains in a Wait Period for Further Review
Denied – The individual is Prohibited from Buying/Owning Firearms

Federal law states it is legal for a dealer to allow for the transfer of a firearm after 3 business days if an individual has been “Delayed.” Most dealers abide by and follow this Federal regulation because often times the FBI never returns a final response to individuals who receive a “Delayed” response initially.

Mills Fleet Farm has decided that if an individual receives a “Delayed” response for a prospective firearm purchase they will not transfer the firearm whatsoever unless the FBI contacts them again.

This is just another added store policy that supersedes Federal regulations that are already in place.

It will be interesting to see how customers respond to Mills Fleet Farm’s new advertising policies and background check choices.

Adam Scepaniak