A recent Bloomberg article noted that gun ownership has been spreading into circles where is was once considered anathema.  Underscoring the way gun ownership has gone mainstream is this ad by PRK Arms of Fresno California. with a pitch about abusive owners giving these creatures a bad reputation that sounds like an adoption drive for pit bulls puppies.  

You can make a difference by giving a gun a loving home, these guns want nothing more than to adore and protect you.

This year it may be that the only thing that says "I care" more than a Glock or an AR-15 would be the lessons at the gun range included in the package.  PRK Arms reports their business has gone up as much as tenfold.   And it's not just this one shop in Fresno.  Black Friday 2011 smashed the previous record for FBI background checks on prospective gun buyers

Deputy Assistant FBI Director Jerry Pender said the checks, required by federal law, surged to 129,166 during the day, far surpassing the previous high of 97,848 on Black Friday of 2008.

Part of this increase may be the number of quality lightweight weapons have entered the marketplace in response to the demand generated by the concealed carry movement.  A large part of it is also the growing number of women gun owners. 

David Drummond, who owns Carolina Sporting Arms on South Boulevard in Charlotte, estimates that a decade ago only 5 percent of his customers were women. Now, he says, that number is close to one in four.

Drummond said he's had so many female customers that he hired a female full-time staff member three months ago.

Guns do have a lot in common with the more traditional gift of jewelry.  Both are timeless items,  Both come in a price range that makes it a special occasion purchase for most people while the selection of the right piece requires thought and effort.  Both can also be pawned for ready cash.  In this age of uncertainty it shouldn't be a surprise if more guns than ever before end up under the Christmas tree.