Pulse: Land, Guns, Ammo Rank as Americans’ Most Important Investment

According to the November LANDTHINK Pulse results, the majority of Americans agree that land, guns, ammo, and gold are the most important investments to them. Last month, we asked our audience: How would you order the following investments, with 1 being the MOST IMPORTANT to you? Survey respondents were presented with a list of 6 investment types and asked to rank the types in order of importance to them. Land emerged as the clear winner, identifying it as the MOST IMPORTANT investment. Guns, ammo, gold, ranked near the top of the list as well. Silver and bitcoin ranked toward the bottom of the importance list.

Land Is the Most Important Investment Type

Land investments are known to be a cornerstone for creating and accumulating sustainable wealth. Land ownership offers stability, appreciation potential, income generation, and personal freedom that few other investments can match. Land is a tangible asset that provides shelter, utility, and passive income.

For some, investing in land used to feel like something reserved for the very wealthy, but more and more households are finding land to be an incredibly lucrative addition to their portfolio. Purchasing land has been a good investment, especially in the Southeast, due to the overall market stability over the past several years. All types of land for sale have recently seen an increase in demand over the last decade. Whether it’s a farm or ranch, a real estate investment trust (REIT) or a crowdfunding platform that specializes in farmland, a land investment can bolster your financial returns.

Owning land means you have control. Whether you want to build now or later, use it for recreation, or sell when the market is right, the decision is yours. It’s a piece of the world that belongs to you and that is something few other investments can offer.

Given the unrest in our society these days, people that invest in land could use it to go “off the grid” should the need arise. Whether big or small, owning a parcel of land provides a place to find peace and serenity.

Guns Rank Second As Most Important Investment

When it comes to the many different ways you can invest your money, investing in guns is probably not the first thing that pops into your mind. Typically, people purchase firearms for sport or protection. Some, on the other hand, purchase them as investments in the hopes that their value will increase over time. This has been particularly true in recent years, as discussions over tougher gun control legislation have increased.

Demand for weapons is unlikely to fall off. Well-made guns can last almost forever when cared for properly. A firearm is an heirloom that can be passed on from generation to generation. Another option for collectors and investors are antique firearms. Antique guns can also be bought online or through private dealers, and can potentially sell for hundreds of thousands of dollars at auction.

“Investing” in guns provide benefits beyond financial returns, including personal security, recreational opportunities, skill development. Guns are an investment in the security and well-being of your loved ones. Some people are concerned about an apocalyptic scenario, where guns and ammunition would likely be the most valuable commodities.

Ammunition Ranks Third As Most Important Investment

The price of ammunition has continuously increased over the years. Like gold, it is both valuable and tangible. It’s something you can hold in your hand and will always have some value. As a result, there is some value to investing in ammunition, particularly when times are tough. Bullets can also be used as a form of “currency” in the event of economic collapse. If buying and hoarding ammo isn’t your thing, consider buying stock in ammunition manufacturers instead.

Ammunition can be a great financial hedge against hard times. It will always have value, and it doesn’t go bad as long as it is stored properly.

Additionally, you can shoot ammunition for fun, defense or hunting. And you are prepared if there is ever a breakdown in law and order or period of civil unrest.

Gold Ranks Fourth As An Addition to Investment Portfolios

Investors and financial experts see the importance of investing in gold primarily for portfolio diversification, as a safe haven during economic and geopolitical crises, and as a potential hedge against inflation.

While gold doesn’t pay dividends (like some stocks) or interest (like bonds), it does consistently increase in value over time. Adding gold to a portfolio helps provide stability and improve performance. Gold has delivered strong performance over the last 50 years, averaging annualized returns of 9–10%, and it has consistently outperformed the S&P 500.

There are lots of different ways to invest in gold. It really depends on your preference, outlook, and purpose of having gold as part of your wealth protection plan. In a world of shifting currencies, political tension and digital volatility, gold offers a sense of permanence few assets can match.

Wondering where to invest your money in the new year? There are many options to choose from, but the best investment for you depends on your investment goals, timeline and other factors.

It’s no secret that investing has been a roller coaster ride throughout 2025. Whether or not the market uncertainty we saw this year carries into 2026, it’s important to focus on proven, diversified investments that will help you ride the highs and lows.

Do you have a suggestion for next month’s Pulse question? Submit your question and we might choose yours!