Here is something that becomes clear when you look at polling data on support for gun control laws, both after Sandy Hook and over the past several years: The same demographics that rejected Republicans in the presidential election are likeliest to support gun control, notably Latinos of both genders and women across the board.

White male Republicans in redder regions are still the base for untrammeled gun rights, even if they’re not the only ones. But when it comes to women, that number had been slowly moving in the NRA’s favor — and it’s all part of a plan.

Four years ago, 30 percent of women told Pew that gun rights were more important to them than controlling gun ownership. This April, that number was 39 percent — still less than the 60 percent of men who favored gun rights, but a dramatic rise nonetheless. And these women were likelier to be white; In the same poll, 57 percent of whites picked gun rights over gun control. African Americans and Latinos overwhelmingly told pollsters they preferred gun control.

This is why we have “Packing Pretty.” This is why we have the NRA Women’s Network. And it’s why we have “Flash Bang bra holsters.”