Establishing Proof-of-Concept for the Feasibility and Implementation of a Point-of-Sale Firearm Safety Counseling Program: A Qualitative Case Study

Safe firearm storage is critical for injury prevention, yet there is limited evidence surrounding effective interventions to promote storage behaviors among owners. One potential avenue for intervention is at the point-of-sale, a concept well-proven in the nutrition promotion and tobacco cessation space. This study explored firearm retailer attitudes toward a firearm storage intervention delivered at the point of sale. Seventeen in-depth interviews were conducted with firearm retailers from a suburban gun shop in Fort Bend, USA. This semi-structured interview assessed firearm retailer perceptions of the proposed point-of-sale intervention. Interviews were transcribed and independently coded to identify themes that emerged from participants' statements. Data were organized and analyzed using an inductive-deductive hybrid approach. Most retailers expressed high acceptability and appropriateness of implementing interventions at the point of sale. Six key themes were identified: (a) retailers viewed point-of-sale safe storage programs as acceptable; (b) the appropriateness of interventions varied depending on customer group; (c) specific program design considerations were important for successful implementation; (d) retailer self-efficacy differed across retailers; (e) barriers and (f) facilitators to consider for successful program implementation. Results indicate general favorability toward point-of-sale programs given supportive infrastructures. Interventions delivered through trusted relationships in firearm shops represent a promising approach to promoting safer storage. However, important nuances and barriers were also identified.