"It was so jarring, like, 'Did I really see that?'" Simons told KTRK.
Simons' husband, who is an educator, told the television station he thought the juxtaposition of guns and school was a bad decision.
"In the current climate and in the current culture where we have school shootings just constantly, mass shootings just constantly, it seems like a real poor choice of words," he told KTRK.
A spokesman for the Boyert Shooting Center told the television station the sale was the culmination of a summer-long promotion. The store also promoted the sale on its Facebook page.
"We have friends and family who are teachers and our way of reaching out and saying thank you is by offering a summer-long promotion of discounted training courses, firearms and accessories," the spokesman told KTRK. "A lot of Texans are not aware, but it is now legal to conceal carry in some colleges, and for teachers in certain school districts to conceal carry as well. We are wrapping up the program that we have been running since the beginning of June, with a huge sale to benefit everyone."
Boyert made news last year when it poked fun at Dick's Sporting Goods' decision to stop selling assault-style rifles, the Houston Chronicle reported.
In light of that, the Simons are wondering if the sign was intentional or a way to generate controversy.
"I hope it was just some kind of glaring oversight. I would rather see any other kind of wording on their board," Michelle Simons told KTRK. "What does back to school have anything to do with getting guns?"