Oh definitely, guns are tools and I sure don't treat my tools gingerly, but I do care for them.
I have two wood stocked rifles in the safe that just got their annual prep. I pull the rifles apart and mix 50:50 Minwax tung oil and paint thinner, buff it into the finish with some light gauge steel wool. If there's dings and dents, I might go down to 0, but 00 is fine as well. Idea is to buff the wood finish inside and out for a good 5 or 10 minutes while saturating the stock with a liberal application, and then let the cut tung oil get pulled into the wood fibers. I'll leave it for 24-48 hours until it's fully dried, then buff in another coat of tung oil, uncut this time, and again, leave it a good 24-48 hours. Then finally I will go over the finish with 0000 steel wool to buff out any and all tackiness, and rub a teeny tiny dab of tung oil on using a microfiber cloth. I'll leave it a good few days at least and the finish will polymerize, hard and weather-resistant.
For the metalwork, I've switched to Hornady One-Shot inside bolts and triggers - the thin film it leaves after it flashes off does a great job protecting the small parts and reducing friction. Exposed metal gets wiped down with an oily rag, usually Hoppe's since that is what I use on the inside of the barrel after cleaning. If it's actually hosing rain out, I'll spray with a mist of Ballistol and wipe it down before heading afield.
Wouldn't matter if it was a $300 Stevens 325A or $3000 Sako Bavarian - they are made to work and prepping them for the job will keep them looking and shooting fine for decades.