Rewards Program FAQ’s

unbelievable!™ rewards: Program Overview & FAQ

About the unbelievable!™ rewards program

Effective November 2013, we have re-named our rewards program in line with our new Gabe’s brand identity to unbelievable!™ rewards. Please note that with this change:

  • The program is unchanged; the benefits you have always enjoyed still apply.
  • Your existing card and card number still works. You do not need a new card or number.
  • Your existing points balance is not impacted by the change.

How does the unbelievable!™ rewards program work?
Simply sign-up in store or online to our unbelievable!™ rewards program to begin earning unbelievable!™ rewards immediately – and save even more money on Gabe’s everyday low prices! There are two ways to earn points:

Monthly rewards

  • For every $1 spent, earn 1 point
  • Earn fifty points in a month and receive one $5-off coupon* for your next purchase

Frequency rewards

  • Make a minimum of five transactions of at least $8 (before taxes) in a month, receive one $5-off coupon* for your next purchase
  • Maximum of 1 coupon per month
How do I sign up for the unbelievable!™ rewards program?

You can sign-up online right now and a card will be mailed to you within 7-10 business days, or you can visit any of our stores and ask to sign up with our cashiers; give them your email address, and the cashier will provide you with your membership card.

Who is eligible to sign up for the unbelievable!™ rewards program?

In order to sign up, you must be:

  • An individual who is a U.S. resident of the 50 States,
  • who is at least 16 years of age,
  • and who provides and maintains a valid e-mail address.

If you are between 16 and the age of majority (as determined by your state law), you must obtain permission from your parent or legal guardian to be a member of the program.

Please note certain individuals are specifically excluded from the program. This includes resellers (defined as any individual who purchases items from our stores for resale), as well as employees, officers, and directors of Gabriel Brothers, Inc., and any of their respective affiliated companies, parents, subsidiaries, distributors, advertising and promotional agencies, as well as their immediate family members and members of the same household. Please visit our program terms and conditions to confirm full eligibility requirements.

Does it cost anything to be a member of the rewards program?

No. There’s no fee to join and no ongoing membership fee.

How soon after I sign up can I begin to earn points?

Once you’ve received your card, you can begin to earn points on qualified purchases by showing your card to the cashier at time of purchase. If you received your membership card in store (from a cashier), while you can begin to earn points immediately, you must first activate it online before any coupons will be issued to you. For members who have signed-up for a new card through our website and received it in the mail, your card will already be activated.

How do I activate my card?

If you received a new card from one of our cashiers, simply visit the unbelievable!™ rewards Activation Page to activate your card. You’ll need your card number, as well as the email address associated with that card, to begin the activation process. If you signed up for the unbelievable!™ rewards program online and were sent a new card in the mail, your new card is already activated, and ready to be used at our retail locations.

How do I earn points?

Simply show your card during checkout at any Gabe’s store to earn points on your qualified purchase.

What is considered a qualified purchase?

All merchandise purchases excluding sales tax and gift cards are considered qualified purchases.

What happens if I forgot my card when making a qualified purchase at Gabe’s?

You can identify yourself to a cashier as a member of the unbelievable!™ rewards program at the point of sale. You will need to provide your phone number or email address to the cashier to receive points for your qualified purchase. Please note: your card must be activated prior to your store visit in order for the cashier to be able to look up your account.

What happens if I made a purchase without providing my membership card?

If you made a purchase and did not provide your unbelievable!™ rewards membership card at the time of purchase, you may request a recovery of points within 30 days of the purchase by calling customer service at 1-800-458-6546 or by emailing You must have your receipt, or no points will be recovered.

What happens when I return an item?

If an item is returned, the applicable points will be deducted from your unbelievable!™ rewards program membership equal to the amount of points earned for that item purchased.

Does my membership expire?

At the present time, membership does not expire. However, as part of our unbelievable!™ rewards Terms and Conditions, we reserve the right to expire your membership after 12 consecutive months of no qualifying point activity.

Do my points expire?

On the first day of every month, your monthly point total will start at zero, and similarly, at the beginning of the year, your annual point total starts at zero. Reward points are valid only for the year in which they are earned, and will expire on December 31 of that year.

I made a purchase in the last 30 days. Why does it not appear on my monthly balance?

Monthly rewards balances are accumulated within the same calendar month. Unfortunately, purchases made in previous months would not be eligible towards earning monthly coupons.

Do my coupons expire?

Yes, coupons expire two weeks from the date of issue.

How many coupons can I collect?

The maximum number of coupons which can be collected and redeemed is three within a calendar month.

Can I use my Rewards at both Gabe’s & Rugged Wearhouse?

Currently, the unbelievable!™ rewards program is only valid for purchases and coupon redemption within Gabe’s stores.

Can I combine purchases from Gabe’s & Rugged Wearhouse to receive monthly or annual rewards?

Currently, the unbelievable!™ rewards program is only valid for purchases and coupon redemption within Gabe’s stores.

What happens if I lose my card?

If your unbelievable!™ rewards card is lost or stolen, please call or email our Customer Service department to request a new card. Any points accumulated on your previous card can be transferred if the original card had been activated, and had monthly or annual points that have not yet expired.

I’ve forgotten what email address my card is associated with. How can I log in?

If you’ve forgotten which email address is associated with your unbelievable!™ rewards card, please call or email our Customer Service department to request this information. Please note: you will need your unbelievable!™ rewards card number, as well as the phone number which was associated with the account, to verify your details.

My email address or phone number has changed. What should I do?

Please call or email our Customer Service department to make the necessary changes to your account.

I am having trouble logging in with my card number and email address.

Please call or email our Customer Service department and we will be able to assist you.

How long after I make a transaction will my points balance be updated?

Typically, your points balance will be updated within 3 to 5 minutes of a transaction. If you believe there are errors with your points balance, please call or email our Customer Service department.

My points balance is not correct.

If you believe that you are missing points on your unbelievable!™ rewards balance, please call or email our Customer Service department.

How do I receive coupons?

Once you’ve activated your card (required for new members who are issued a card in store), and you begin to accumulate points with each purchase, your coupons will appear on your receipt. In addition, a follow-up email is sent to the email address we have on file to provide you with the option of printing your coupon for later redemption.

I believe I was entitled to, but did not receive my coupons.

If you believe that you are did not receive a coupon for which you were entitled to, please call or email our Customer Service department.

Can I get additional cards for my family to use under the same membership?

At this time, our unbelievable!™ rewards program only permits one card per email address.

How can I cancel my membership in the rewards program?

If you no longer wish to be part of the unbelievable!™ rewards program, you can contact us online, call us at 1-800-458-6546 or email Customer Service at Cancellation may take up to 4 weeks to finalize. Upon cancellation, your membership will be inactivated, and any remaining points will be forfeited.

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