Cabela's Incorporated is a specialty retailer, and direct marketer, of hunting, fishing, camping, and related outdoor merchandise. The Company provides service to its customers who enjoy an outdoor lifestyle by supplying outdoor products through its multi-channel retail business consisting of its Retail and Direct business segments. As of December 31, 2011, its Retail business segment is consisted of 34 stores, 32 located in the United States and two in Canada. Its Direct business segment is consisted of its Internet Website, which is supplemented by its catalog distributions as a selling and marketing tool. Its Financial Services business segment also plays an integral role in supporting its merchandising business. Its Financial Services business segment consists of its credit card services. It also issues the Cabela's CLUB Visa credit card, which serves as its primary customer loyalty rewards program.