"It's created a tremendous amount of activity here," he said. "We didn't expect the national attention."

On Tuesday, Strand spent the morning with a reporter from CNN who was shooting a piece on his business.

The CNN reporter, he said, took the angle of perceptions of guns in rural areas, like the Bitterroot Valley, as opposed to urban settings.

"In these bigger cities, they have no idea you can go into a store and buy a gun," Strand said.

Strand was also interviewed by MSNBC, as well as countless other news organizations.

"It's hard for me to remember who all we've talked to," Strand said.

In fact, just while talking about the widespread reach of his giveaway, the Hamilton store received calls from radio shows in Alabama and Oregon, as well as a call from a reporter at BBC News in London.

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Last week, Strand said he planned to do a similar promotion with DirecTV later this month. But in an email from Darris Gringeri, vice president of public relations for that company, said DirecTV will not allow any such giveaway.