I'm curious why the emphasis on guns... Have you looked at the relative prices of these "toys"? You can buy a helluva an arsenal for the price of one ATV or tractor or snowmobile or boat or motorcycle. Shooting shit is actually one of the cheaper recreational pastimes in rural areas, especially now that the run on .22 LR ammunition is pretty much over.
And they do add up - an "average" household from the likes I'm talking about would typically have 2-3 diff caliber hunting rifles, maybe a bow, a 12 and a 20 shotgun, a 22 (typically one per member of the household - rugers for the kids, henrys for the grown ups :) ), not always but almost always an AR or Mini14 or an AK.
Then there are the handguns - there would be at least one but most of the time there would be an assortment - a 9mil, something more high powered like a 40 cal glock or a .357 revolver, maybe a Kimber 1911 but that one is optional :)
All of that adds up, especially with ammo. Which, after the shortages few years back ppl are still stocking up. Not like they used to, but more like - go buy a fishing lure and if the price is right pick up $100+ worth of ammo.