Fleet Farm

Fleet Farm started in 1955 as Mills Fleet Farm -- one farm supply store in Wisconsin that turned into about 45 locations across Wisconsin, Minnesota, Iowa, and North Dakota. You'll find them in 80,000 to 120,000 square foot warehouse-style buildings that look like they were designed by someone who cared more about function than form.

The company found its groove serving farmers, hunters, and anyone who needs to buy motor oil, dog food, and a deer rifle in the same trip. Over the decades, they figured out that firearms and hunting gear were their strongest draw -- even when everything else in the store might disappoint you.

Fleet Farm occupies a specific niche in the Upper Midwest where big-box stores don't quite fit and dedicated gun shops can't match the selection or hours.

Fleet Farm dropped "Mills" from the name in the 2010s and added an e-commerce site, but they're still the same warehouse operation they've always been. They open early for farmers and tradespeople, stock what rural folks actually need, and maintain firearms departments that often outshine dedicated gun shops.

Walk into any Fleet Farm and you'll see the same basic layout -- warehouse aisles with everything from livestock feed to Carhartt bibs. The firearms counter sits toward the back, usually well-stocked and staffed by people who at least know which end of a rifle the bullet comes out of.

The firearms department consistently gets praise even from customers who rate everything else poorly. You'll find hunting rifles from Savage, Ruger, Winchester, and Tikka in the calibers that matter in the Midwest:

• •Hunting rifles from Savage, Ruger, Winchester, and Tikka
• •Popular Midwest calibers: .270, .30-06, .308
• •Good shotgun selection for waterfowl season

Fleet Farm stocks ammunition better than most big-box competitors. When everyone else is out of .30-06 or 12-gauge shells, Fleet Farm often has boxes on the shelf. Pricing runs competitive with online retailers, especially during their sales.

They also carry MSRs, unlike Dick's Sporting Goods after their political pivot. Nothing fancy, but you can walk out with an AR-pattern rifle if that's what you need.

Here's the thing about Fleet Farm -- it's consistently inconsistent. The firearms department will impress you. The customer service in automotive might leave you standing around for twenty minutes.

The store in Madison runs clean and organized. The one two towns over might look like a tornado hit it.

• •The Fleet Farm customer experience paradox

Customer reviews average around 2.7 out of 5 stars, with the same pattern everywhere: "Great gun selection, terrible service in other departments." The paradox is real -- people keep coming back for the firearms while complaining about everything else.

Fleet Farm figured out that hunters and shooters will put up with mediocre service elsewhere if the gun counter delivers. And it usually does.

The checkout process moves slowly during hunting season and holiday periods. Staff expertise varies wildly by location -- some stores have guys who've been hunting for thirty years, others have college kids who learned about guns last Tuesday.

Every store follows the same warehouse format with automotive service bays, early opening hours (farmers start early), and that firearms counter in the back. Store hours typically run longer than dedicated gun shops, which helps if you work normal hours and want to browse rifles after work.

Fleet Farm competes with Scheels in some markets, but Scheels costs more and focuses on the premium experience. Farm & Fleet (Blain's) overlaps in Wisconsin and surrounding states with similar inventory but better organization. Dunham's shows up in some markets but with weaker firearms selection.

The gun counter is where Fleet Farm earns its reputation. Selection runs deep in hunting rifles and shotguns -- often 50+ long guns on display with more in the back room.

Handgun selection covers concealed carry standards (Glock, Smith & Wesson, Sig Sauer) plus hunting revolvers in .357 and .44 Magnum.

Pricing stays competitive, especially on ammunition during sales. You'll find:

• •Federal, Winchester, Hornady ammunition
• •Budget brands in common calibers
• •Reloading supplies: powder, primers, bullets
• •Better supply chain reliability than competitors

The purchasing process follows standard procedures -- NICS background check, state waiting periods where required, and the usual paperwork. Some locations handle transfers if you order online elsewhere.

One warning from customer reviews: display firearms sometimes show heavy handling wear but still carry full retail prices. Look over any gun carefully before buying and ask to see one from the back if the display model looks beat up.

Fleet Farm works if you understand what it is -- a rural supply warehouse that happens to excel at firearms.

Fleet Farm works if you understand what it is -- a rural supply warehouse that happens to excel at firearms.

The gun counter delivers selection and pricing that dedicated shops struggle to match, especially in smaller Upper Midwest towns where your options might be Fleet Farm or driving an hour to the next gun store.

Don't expect Bass Pro Shops ambiance or Scheels-level customer service. Expect functional warehouse shopping with early hours, decent prices, and a firearms department that usually has what hunters and shooters actually need.

If you live in Fleet Farm territory and shoot, it's worth building a relationship with the gun counter staff at your local store. They'll remember what you're looking for and call when something interesting comes in. The rest of the store? Manage your expectations.