Direct sales drop for Cabela’s in 2012

Direct sales, which the retailer says are mostly online, decline 2.7%.

Mark Brohan

Total revenue was up for outdoor, hunting and fishing gear retailer Cabela’s Inc. in 2012, but the growth didn’t come from the company’s direct channel.

For the year ended Dec. 29, Cabela’s, No. 43 in the 2012 Internet Retailer Top 500 reported:

Direct sales accounted for 29.9% of total sales compared with 34.0% in 2011. Cabela’s doesn’t break out web sales, but on the year-end earnings call with Wall Street analysts Castner conveyed that most of the company’s direct sales, which includes catalog and online, were generated by its e-commerce channel. “If you're defining an Internet sale as how the order came through, it is such a huge piece now of the direct business, it's hardly worth distinguishing the two,” Castner told analysts.

For the fourth quarter Cabela’s reported:

Direct sales accounted for 34.4% of total sales compared with 38.5% in the fourth quarter of 2011.


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