With the holiday shopping season in full swing, the popular sporting goods chain, Dick's, is reportedly taking a big hit to its bottom line following a decision to curb gun sales.

The stand is costing the chain major dollars as they feel the effects of their strong gun policy.

The Wall Street Journal is reporting that sales at Dick's Sporting Goods are down nine months after the chain rolled out tougher restrictions on firearm purchases.

The report, highlighting weak earnings from the company's hunting and electronics departments, citing a conference call between executives and analysts.

Sales online and in stores - reportedly fell 3.9% during a recent quarter.

In February, Dick's announced they would no longer sell guns to buyers under 21, and that they'd end the sale of assault-style rifles and high-capacity magazines.

They weren't alone - Walmart and Fred Meyer stores followed suit - also halting gun and ammo sales to customers younger than 21.

Those actions coming in the wake of one of the country's darkest days.

On February 14th, a horrific mass shooting at Marjory Stoneman Douglas High School in Parkland, Florida took 17 lives - and served as the catalyst for the change.

Emma Gonzalez, Parkland survivor said "if all our government and president can do is send thoughts and prayers, then it's time for victims to be the change that we need to see."

Dick's CEO Erward Stack said "When we looked at those kids and we saw what, the grief they were going through//and how these kids organized to really have their voices heard. we talked amongst ourselves, if these kids can be brave enough to do this, then we should be brave enough to make a stand ourself."

And for Dick's, the Parkland attack hit even closer to home.

The company revealed they had sold a firearm to the shooter - though not one used in the massacre.

"We followed all the rules, we did exactly what we were supposed to do, and this, he was able to buy a gun from us," Stack said.

The company, deeply impacted by a devastating tragedy is now paying a price for taking a stand.

NBC reached out to Dick's Sporting Goods for further comment and did not hear back.