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Gun stocks tumble on the tragedy.
Taking stock after the shooting at Sandy Hook elementary school: gun shares down, public anger up.
Literally. Major firearms producer Smith & Wesson is down three percent and Sturm Ruger has fallen by two percent, reported Business Insider.
The downturn hits the industry at a high point -- Americans bought a record number of guns in November, according to government data.
It's a trend some lawmakers are seeking to curb, with California Senator Dianne Feinstein vowing to introduce a new weapons assault ban in Congress in comments to MSNBC's Meet the Press on Sunday.
The news comes amid mounting public outrage over 20-old shooter Adam Lanza's ability to arm himself with multiple weapons and hundreds of bullets before entering Connecticut's Sandy Hook elementary school on Friday and taking the lives of 20 children, most of them six- and seven-year-olds.
More from GlobalPost: Police: Sandy Hook gunman was loaded with ammo
Six adults were also killed. Lanza later shot himself. The incident is under investigation.