Several firearms manufacturers released special edition Y2K guns. A key marketing tool involved the "gun press" in magazines aimed at retail gun buyers. Magazine headlines illustrated a climate of fear associated with Y2K and articles presented frightening scenarios to promote firearms purchases. As a result of the firearms industry's marketing based on Y2K, gun sales were strong. The fact remains, however, that many of the guns sold as a result of the firearms industry's Y2K hype will be used in homicides, suicides, and unintentional shootings for decades to come. Quotes from selected consumer gun magazines and industry magazines are included. 10 endnotes and 3 figures