The e-retailer spends at least 50% of its monthly display ad budget on the highly targeted, data-driven—and often cheap—ad placements using programmatic platforms.
TacticalGear.com filled a $300 order from James Holmes in early July, the CEO says.
James Holmes, the prime suspect in the movie theater shooting that took place early Friday in Aurora, CO, shopped at TacticalGear.com in early July, says CEO Chad Weinman in a statement posted to the e-retailer’s web site. Police say Holmes also bought more than 6,000 rounds of ammunition online in the months leading up to the shooting.
Weinman says TacticalGear.com shared Holmes’ purchase information with authorities in the wake of the shooting, which claimed 12 lives and injured more than 50. Holmes, on July 2, bought an urban assault vest, two magazine pouches and a tactical knife for $306.79. Holmes accepted delivery July 5. Weinman says TacticalGear.com did not sell Holmes any ammunition or firearms.
“In the wake of the tragedy, we have done our best to cooperate with the media and law enforcement agencies by passing on any relevant information,” Weinman says, adding that the e-retailer has since been inundated with numerous calls and e-mails, many hostile.
Weinman says TacticalGear, which is part of Cat5 Commerce, No. 588 in Internet Retailer’s Second 500 Guide, primarily supplies gear to the law enforcement community. There are no federal laws that regulate the sale of these products.
Authorities say Holmes legally bought firearms at stores in the Denver area. Authorities have not said where Holmes purchased ammunition online; an attorney for e-retailer BulkAmmo.com confirms the retailer is actively assisting in the investigation but did not confirm that BulkAmmo.com sold Holmes anything.
Under federal law, it is legal to sell most types of ammunition online to adults in the United States, although some states and municipalities prohibit direct-to-consumer sales or impose other restrictions. Colorado does not impose any restrictions. A bill introduced in Congress in the wake of the 1999 Columbine, CO, school shootings sought to regulate online ammunition sales, but it did not pass into law. Legislators have introduced other bills that would limit the sale of high-capacity ammunition magazines, such as one used in the Aurora shooting and the shooting last year in Tuscon, AZ, that killed six people and injured 13 including former U.S. Rep. Gabrielle Giffords, but those too have not been passed.
Lawmakers this week are calling for more regulation of high-capacity magazines. U.S. Senator Frank R. Lautenberg of New Jersey, a Democrat, said he will reintroduce a 2011 bill that would ban high-capacity gun magazines. U.S. Senator Dianne Feinstein of California, a Democrat, also voiced support against the sale of such magazines.