If you want to make it a really great blade, use 5160 steel (it's basically 1060 with some chromium). It's not as rust resistant as 440x, but I think most people who are used to cleaning, maintaining and oiling firearms would be fine with cleaning and oiling their blades with the same oil. Since your demo market is people who owns guns, I would choose 5160, especially for an axe (or a sword, if you ever get into that). It's not that easy to sharpen, but it keeps its edge very well. Plus, it's so hard that even when it's dull, it can still be used to some extent.
If you expect that people will use those blades without cleaning them for extended periods or use them in salty or acidic water (for example, knifes used during a fishing trip), then 440A is the way to go. Not only is it cheaper to replace the knife if anything happens to it, but it's also the most rust resistant. And it's easy to sharpen, so even if it loses its edge quickly, you can re-sharpen it often if you bring a stone with you. I wouldn't use it for an axe, but for a filet knife used to gut fishes on a boat, I don't think I'd use anything else. Could probably make a decent knife for 10$ or less.