What they've said is that they are way ahead of last year's production (which was way ahead of the previous year's production,) have added people, equipment, and shifts so that they're running 24 hours.
Ammo Manufacturers Producing ’24 Hours a Day’ to Match Demand
Keep in mind, you don’t need to OWN a gun to purchase ammunition and shooting supplies. Even the demodummies can purchase the same stuff thus, helping to keep the shelves bare. (Probably a waste of their own money but if it hurts a gun enthuiast no big deal, it’s just part of their “cause expense”.