How about due to p*ss*ng on their customer base who are mostly strong second amendment supporters?
I note that a new FIELD AND STREAM store (Cranberry Township) which just opened in Dick's backyard is doing very well. As is the Gander Mountain in my hometown and the Cabela's just a few miles west over the state line.
Same weather. Same neighborhood. Same economic conditions. But only Dick's has nosedived. Now, why could that possibly be?
The Field and Stream is Dick's. F and S is Dick's beard for the 2A crowd they alienated.