A Victorian gun shop has caused a stir with its Valentine’s Day ad.

Swan Hill Fishing and Shooting Supplies is telling lovers to ‘show their love’ by giving their special someone a firearm.

The shop’s owner, Bec, told Neil Mitchell the ad is meant in jest.

‘We’re not exactly a romantic business,’ Bec said.

But she defended the sentiment that a gun is the perfect gift for someone who is interested in them.

‘Any shooter out there would love a new gun for Valentine’s Day, or any day,’ she said. 

‘Not all people who use firearms kill things.’

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