Hmm. I don't really have that many good shop names without knowing what state you're in. But here is some advice:
Have a well stocked gun counter, long guns on racks behind, pistols in glass case. Have plenty of every type of gun, and plenty of ammo, including speciality brands and calibers. (Buffalo Bore and .32 S&WL, for instance)
Have a big, well stocked knife counter. All of the biggest brands. Try and keep your prices comparable to, say, Knifecenter.com's prices.
Have real Army surplus. Doesn't matter what army, but milsurp, not "military like" stuff.
Have some outdoor gear and clothing.
Put up some movie posters: Lethal Weapon, Die Hard, James Bond, various war movies, etc.
Have some stuff for the kids. Rubber band guns (you know, the newfangled ones with the plastic cogs) high quality cap guns (Paris makes the best) maybe some action figures, and some toy knives (wood are better than plastic, and you can make them yourself.) A big fishtank never hurts either.
Have an area to sit down, with a few couches and free coffee and soft drinks, like at a car dealership. A big TV tuned to football or a hunting video wouldn't hurt either. Neither would an arcade game: it would also help keep the kids occupied, and brong in some money.
Decorate. Most gun stores I've been in have concrete floors and walls void of any decoration. Paint the floors, at the very least, or better yet, put down the wood-like plastic stuff.
Have a dog. A nice, friendly, cute dog, leashed to the counter, that people can pet.