Active Shooter Consumer Study

NRF 2014 Active Shooter Consumer Study
Member Only
You need to be a member to download this report.

How familiar are U.S. consumers with the term “active shooter?”

To help retailers proactively prepare for shooting incidents, NRF commissioned research to explore consumer awareness and perceptions of “active shooter” events and the associated terminology. Approximately half of U.S. consumers are aware of the term “active shooter” — though proactive individual preparedness and awareness of retailer readiness are both low.

To educate consumers, retailers should consider partnering with local first responders including fire and police departments to develop awareness and preparedness campaigns for shooting incidents as part of broader community emergency preparedness programs. Additionally, retailers should consider communicating with customers about their programs for “all-hazards” preparedness to increase awareness and customer confidence.

For more information about members-only resources, contact Robert Moraca at