For many years, the 16- and 28-gauge shotguns, along with the .410 bore, were relegated to the "Eh, yeah, some people shoot them" category. Most gun manufacturers had a 20-gauge in the lineup for hunters, and some had the others for hunting or clays competitors. The 16-gauge was the outlier, the nostalgic connection to the do-all shotgun before the 12-gauge captivated hunters and sporting shooters.

The popularity and practicality of the 12-gauge overwhelmed the others. Ammunition manufacturers produced tons upon tons of 12-gauge shells. They were churned out for upland, waterfowl and turkey hunters, sporting clays shooters, and for the military, law enforcement and self-defense crew. Anyone using anything less than a 12-gauge was generally viewed as an antique, a bit of a snooty dandy, or off-plumb. Perhaps a little of all. 

So the sub-gun revival of the last few years has been met with cautious optimism. Ho, hum … we’ve seen this before. And yet, here we are, with more hunters eschewing the heavy 12-gauge for the slimmer, trimmer and lighter 20 for turkeys and ducks. We’re seeing more hunters learning about the sub-gauges and ammunition before taking a .410 into the duck blind. Instead of seeing the 16-gauge as part of a “let’s dress up like great-grandpa” hunting weekend, it’s gaining some love among younger hunters. 

Is this new love for small bore shotguns really here to stay this time? Or is it just another brief infatuation that will be left behind after the Next Big 12-Gauge Thing arrives?

“I’ve been around long enough to know exactly what you are talking about,” said Tim Joseph, vice president of marketing with Benelli USA. “Trends come and go, but I believe that this one will last. Of course, 12-gauge guns still rule the roost but the rapid increase in sub-gauge purchases suggests that this one has legs. Again, I would attribute much of that to a combination of general sub-gauge interest and better ammo. Excellent sub-gauge guns have always been around, but there have been some serious improvements in shotshell technology in the last decade."

Rise of the Subs

Maybe 15 or more years ago I remember hearing about Rob Keck, then with the National Wild Turkey Federation, hunting gobblers with a 20-gauge. He was successful, too, which made my curiosity factor jump a few notches. At a fundraising event once in Alabama where we hunted together a couple of days, Keck said the lighter weight along with better ammunition with the right choke made it a no-brainer for him

About that same time, a celebrated wildlife artist I knew, Larry Chandler, had been for a few years pursuing waterfowl with 28-gauge and .410 shotguns. He found it more sporting to work the ducks closer to the blind, along with testing his shooting skills. On a hunt in Arkansas years ago at Wildlife Farms near Casscoe, another group of hunters in our blind was doing the same thing with .410 and 28-gauges. They had traveled from California, where they hunted the stunning central part of the state, to enjoy the famed Arkansas timber hunting.

That was about two decades ago. These were older men using these small-bore shotguns, men who grew up with fathers and uncles and grandfathers who likely had a Sweet 16 for everything. Men who had reached the stage in their hunting lives where a challenge was needed. I’ve seen similar things with deer hunters who, at a certain age, take up a traditional bow or muzzleloader or revolver for a new challenge.

In the last 20 years since those experiences, I’ve not seen hunters of a younger demographic with any small-bore shotguns until the last five years or so. I think a couple of things changed to buck the 12-gauge stranglehold and, this time, the newfound surge for small-bore shotguns might linger longer.

First is the availability of more ammunition that has better trajectories and killing impact. The widespread development of TSS-style ammunition changed everything. Second is the impact of Covid and younger people having more time to poke around on the Internet for new or different things to do. The rabbit holes are endless, be they for making sourdough bread or learning about a 28-gauge. Finally, younger hunters and shooters aren’t as rigid, it seems. They more easily ask “Why?” or “Can I try the 20?” instead of just blindly taking the 12-gauge because that’s how it is. There’s nothing wrong with that, either.

“I see both old and young shooters gravitating toward the sub-gauge trend,” Joseph said. “For the Benelli customer, I would say the attribute I see in common with sub-gauge shooters is they are mostly serious shooters. In many cases, the 20-, the 28- or .410 is not their only gun. They like the challenge that inherently comes from shooting a sub-gauge, but know that it might not be the right gun for every situation. But they love it when it is right. As an example, I’d be hard-pressed to recommend a light sub-gauge for Chesapeake sea ducks. A sub-gauge will certainly take down a scoter or a longtail but that pushes hunting ethics beyond where I’m comfortable. But put that sub-gauge in a blind with teal dropping into tight decoys and, wow, that’s a fun new ballgame.”

Turkey hunters currently have a double challenge, as well. They can stick with the 12-gauge and ammunition that can reach 60 to 70 yards, or maybe switch to a 20-gauge with head-smashing ammo at 20 to 30 yards. Ethical concerns arise. Both situations send tingles up the spines of older, more traditional hunters who prefer lead ammo and shots inside 20 yards. But as with many things in the hunting world, there’s room for both in regard to discussion, education and personal choice.

“Small-bore shotguns have experienced significant growth in the marketplace,” said Linda Powell, director of media relations for Mossberg. Powell has hunted around the world for everything from big game in Africa to mourning doves in South Carolina. She’s a crack shot, as well as a keen observer to the various trends that impact the industry.

“This growth is in large part due to the advancements in shotshell technology and performance,” she said. “Another contributing factor is the enjoyment in carrying and shooting a lighter-weight and lower-recoiling gun in the field. The turkey hunting segment of the market has experienced this growth more than others. Consumer demand has led to the introduction of smaller-gauge pump-action, autoloading and break-action shotguns in the Mossberg lineup. Our 500 Turkey Optic-Ready shotguns in .410 bore and 20-gauge top the list, closely followed by the new Silver Reserve Eventide Turkey O/Us in 20- and 28-gauge.”

Powell said the upland market is seeing a surge, as well. Almost 20 years ago I was on a trip to South Dakota with Powell and three other outdoors writers. We froze our tushies off in a sunken goose blind before agreeing unanimously to wave the white flag. The next days were spent in the pheasant fields at Warne Ranch. During a break between pushes, I asked owner Cody Warne about 20-gauges. He wasn’t immediately dismissive but tended to think akin to Joseph: Serious hunters who knew how to shoot might be OK with a 20, but otherwise he wanted a 12-gauge in everyone’s hands to knock down fast-flying, thick-plumed ringnecks. Today, the 20-gauge and better ammo probably wouldn’t earn a quick grimace.

“The trend continues in the upland segment with increased sales of our semi-auto 20- and 28-gauge and Reserve Series break-actions,” Powell said of the two Mossberg offerings. “I think the love for small-gauge shotguns is a trend with staying power. These soft-shooting, lightweight guns provide on-game performance and are fun to shoot."

Here to Stay?

You probably haven’t seen a grand clamor for small-bore shotguns or ammunition during the ramp-up to upland or waterfowl seasons. Unless you have a special in your store on either product, the requests for and purchases of either might slide by relatively unnoticed amid other sales.

But they’re probably there, and likely aren’t going away anytime soon. Even for small-game hunting, along with clay target outings, this latest surge in interest seems to have staying power. Traditional outdoors media are showing them online and on traditional television shows or in print. Online influencers are highlighting the small-bore revolution. And, with the increased availability of ammunition, older hunters are enjoying the fun without having their shoulders battered by heavy 12-gauge recoil.

“I see it as a combination of just about everything,” said Joseph. “There is undoubtedly a challenge and pride in shooting a sub-gauge well, but they also offer significant benefits. The average age of hunters has been climbing for years so having a softer-shooting gun is a plus. Generally speaking, the recoil is less, the weight is less (gun and shells) and the noise is reduced. What’s not to like? Many of the high-end duck clubs have started to mandate sub-gauge guns for various reasons and that has helped spur the movement.

“One of the biggest contributions, in my opinion, is the improvement, consistency and availability of sub-gauge ammo. Shot construction and specialty loads like the 3-inch 28 gauge make these sub-gauge guns not only fun but also ethical game-takers. In the right hands, waterfowl and pheasants drop decisively with sub-gauge guns. And it’s hard to beat the quickness and speed of a light 28-gauge gun in the dove field. Add the regularly recurring stories of hunters taking turkeys at eye-popping distances with sub-gauge guns and you have a solid basis for a lasting change in the industry. Last, but not least, many of us like to own a variety of guns and having options in the safe can be a fun way to start any hunt planning.”

Another longtime industry veteran, Mark Sidelinger with Media Direct marketing in Illinois, echoed Joseph and Powell. He said the Benelli SBE3 in 23-gauge “has been a great seller” the last few years. Also, the Italian-made Franchi Instinct SL is an affordable over/under in every gauge along with .410, for about $1,799. Today’s small-bore shotguns aren’t just a smaller barrel stuck on a 12-gauge frame. They’re designed the same but are sized accordingly. Sidelinger said this feature helps shooters of all ages.

“The 3Rs — Recruitment, Retention and Recreation — are so important,” he said. “Young shooters, smaller-stature shooters and aging old white-haired shooters are able to be “in the game” sooner and longer. I see plenty of shooters in their 60s, 70s and even 80s slinging lead on the clays range using sub-gauges. It stands to reason: Consumers have quality guns at a reasonable price that don’t wear you out, and you don’t need testosterone supplements to shoot them. They’re darn fun to shoot and carry in the fields. Also, seasoned folks like the challenge of hitting fast-moving quail with a .410.”

Of course, you’re not going to stop stocking the workhorse 12-gauge and ammunition for it. But don’t overlook the 20-gauge and other small bore shotguns. The latest revolution doesn’t have any immediate appearance of slowing down.