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February 3, 2015

Cabela’s Named ‘Don’t Lie for the Other Guy’ Retailer of the Year

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February 3, 2015

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Mike Bazinet

Cabela’s Named ‘Don’t Lie for the Other Guy’ Retailer of the Year

LAS VEGAS — The National Shooting Sports Foundation® (NSSF®), the trade association for the firearms industry, is pleased to announce that it has honored Cabela’s as its Don’t Lie for the Other Guy Retailer of the Year.

Don’t Lie for the Other Guy was formed as a cooperative program between the Bureau of Alcohol, Tobacco, Firearms and Explosives (ATF) and NSSF more than 15 years ago to help ATF educate federal firearms licensees to be better able to identify and prevent illegal straw purchases of firearms and to raise public awareness about the seriousness of the crime of purchasing a firearm for someone who cannot legally do so.

The award was presented at the 2015 SHOT Show University, the premier educational event for firearms retailers held in conjunction with NSSF’s Shooting, Hunting and Outdoor Trade (SHOT) Show in Las Vegas.

“From top management to front-line counter personnel, Cabela’s has gone above and beyond, not only to better engage their staff in the process of identifying potential straw purchases and teaching them to respond appropriately when such situations do occur, but also in their work to educate their customers,” said Patrick Shay, NSSF Retail Development Director.

All Cabela’s stores display Don’t Lie for the Other Guy point-of-purchase displays and use a program video and printed material to help train employees to better detect and deter straw purchases.

This year, Cabela’s added informational mouse pads and an educational card at all of its 250 computer kiosks where each customer seeking to purchase firearms must electronically complete the ATF Form 4473 with correct responses including that he or she is the actual buyer and not acquiring the firearm on behalf of another person. The messaging on program materials explains that anyone attempting an illegal firearm purchase faces a stiff federal felony penalty of up to 10 years in jail or up to $250,000 in fines.

“These efforts send a very strong message to the customer that they are dealing with a reputable retailer who wants, just as they do, to keep guns out of the wrong hands. That’s an incredibly positive message every retailer should embrace, and Cabela’s is rightfully honored in leading the way in this kind of community outreach,” Shay said.

Said Craig Harrison, Cabela’s Vice President U.S. Retail Operations, “Cabela’s is proud of our long-standing and ongoing partnership with the National Shooting Sports Foundation and we would like to thank them for honoring us with this award. Cabela’s and the NSSF have a strong history of working together to develop and conduct projects to enhance public knowledge and safety throughout the hunting and shooting-sports industry. We believe by working with NSSF — and our partners at ATF — we are making a positive impact on public safety.”

To legally purchase a firearm, a person must be able to pass an FBI National Instant Criminal Background Check and fully comply with state and local laws. When a criminal knows he cannot pass this check, he may try to induce a friend or other person to make the purchase on his behalf, which is known as a straw purchase and is a felony.

Learn more about Don’t Lie for the Other Guy at


About NSSF

The National Shooting Sports Foundation is the trade association for the firearms industry. Its mission is to promote, protect and preserve hunting and the shooting sports. Formed in 1961, NSSF has a membership of more than 11,000 manufacturers, distributors, firearms retailers, shooting ranges, sportsmen’s organizations and publishers. For more information, visit

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