The initial shot of a woman holding a holster, followed by the statement about thousands of holsters never making it home.

The video opens with a woman sitting on a couch, holding a holster. The scene then shifts to a shopping cart filled with items, including an American flag, in a parking lot. The camera pans to show empty parking spaces and then focuses on a single shopping cart. The video then shows close-ups of a gun in a holster being attached to a belt, and then a different holster being held. The final shots show the Vedder Holsters logo.