Cabela's “Secret Outfitter” Surprises Customers

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CEO Tommy Millner brightens Christmas shopping with early gifts

Cabela’s Incorporated, the World’s Foremost Outfitter of hunting, fishing and outdoor gear, recently surprised seven randomly selected customers at one of its 64 retail locations by giving away merchandise and gifts in its Secret Outfitter giveaway.

Cabela’s Chief Executive Officer Tommy Millner played the role of Secret Outfitter, greeting the customers under the guise of an employee in training at the company’s Thornton, Colo., store, then surprising them by revealing his actual position and informing them Cabela’s would pay for all the items in their shopping carts. The giving continued when Millner told the lucky customers they also would receive a selection of gifts from Cabela’s, The North Face, Kelty and GoPro, all as a holiday treat and a thank you for being Cabela’s customers.

“This was a fun and gratifying way to spread Christmas cheer and show appreciation to our customers,” Millner said. “We hope this small act will encourage others to spread kindness and compassion throughout the holiday season.”

Cabela’s Secret Outfitter videos can be viewed by visiting the company’s YouTube page at

Media Advisory: B-roll available on request


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Nathan Borowski
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