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Price Match Policy



At Rural King, we scour the market tirelessly to make sure we are bringing our customers the lowest prices every day, but we know other competitors have sales. During those times, their price is our price and their sale is our sale, because that is our commitment: to always have the best price.


We are committed to saving our customers money by having the lowest prices in the market. However, if a customer finds a lower Everyday or Advertised price on an identical stock item from any local competitor, WE WILL PRICE MATCH!


Please see the price match reference guide for details.


Acceptable Criteria


  • The item must be the identical brand, size, shape, and model number.
  • The price and item must appear in a local competitor’s ad.
  • The local competitor must be in the same market.
  • The proximity of a “local” competitor will be at the store manager’s discretion.
  • The price can be from a local online competitor ad. Shipping & handling costs must be included.

Unacceptable Criteria


  • Ads when the actual price cannot be determined
  • Competitor ads from outside of the store’s local market
  • It is the store manager’s discretion as to what defines a local market
  • Items listed by the other retailer as Clearance, Closeout, Liquidation, Special Hour/ Flash/ Limited Quantity, or Going Out of Business
  • Service such as delivery or handling charges & installation prices
  • Misprinted local competitor ads & incorrect internet pricing
  • 3rd party internet seller pricing (e.g. eBay, Amazon or Walmart Marketplace, GunBroker)

Online Firearms Price Match


RK Guns will match verifiable, online prices for the following retailers (“verifiable” is defined as pricing that is able to be verified by Rural King Customer Service as current, valid, and in stock):


  • Academy Sports
  • Atwoods
  • Bass Pro
  • Big 5
  • Cabela’s
  • Dick’s Sporting Goods
  • Dunham’s
  • Field & Stream
  • Fleet Farm
  • Mills
  • Scheels
  • Sportsman’s Warehouse
  • Turner’s Outdoors

We will match verifiable, in stock prices from other direct online retailers; please call customer service at 844-754-8671 if you have questions about a specific retailer or price.