>> reporter: 10-year-old cheyenne roberts loves pink and purple. pink and purple gun us, ths, th. yes, he wie yes, she wields an ar-15 like a pro. over 20 gun sponsors give her ammunition and semiautomatic wells to compete with nationally. what kind of gun is this? >> a beretta 1301. >> reporter: the gun is actually bigger than you. >> a little bit. >> reporter: and this holiday season, it seems that guns are on a lot of santa lists. this year's black friday shopping frenzy led to one of the highest gun sales in recorded history. with more than 175,000 background checks, according to the fbi. nearly three times the daily average. and the newest customer profile might surprise you. women and young girls. a trend that the industry is happily catering to with feminine touches. it makes sense, consideri ining