You can sign up online right now and (an) get immediate access to your digital UNBELIEVABLE! REWARDS® card or a card will be mailed to you within 7-10 business days. You can also visit any of our stores and ask to sign up with our cashiers.

Effective November 13, 2017, we re-named our loyalty program UNBELIEVABLE! REWARDS®.


Please note that with this change:

  • 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 for our UNBELIEVABLE! REWARDS® program to begin earning UNBELIEVABLE! REWARDS® immediately – and save even more money on Gabe’s everyday low prices!

  • It’s FREE to join
  • NEVER any membership fees
  • Receive 1 point for every $1 spent
  • Receive a $5 reward for every $50* spent
  • UNBELIEVABLE! REWARDS™ expire 30 days from date of issuance (giving you more time to come back for great deals!)
  • Points accumulate over a three-month calendar quarter (giving you more time to earn rewards)
  • Exclusive alerts and invitations

* Members may earn up to 4 UNBELIEVABLE! REWARDS® within a three-month calendar quarter (Quarter 1: Jan–Mar, Quarter 2: Apr–Jun, etc.).

  • Points expire at the end of the quarter in which they are earned and rewards expire 30 days after issuance.
  • The minimum purchase stated on the rewards must be met.
  • Terms and conditions apply.

See UNBELIEVABLE! REWARDS® Program Rules & Conditions for details.

Void where prohibited.

In order to sign up, you must:
  • Be a U.S. resident of the 50 US States
  • Be at least 16 years of age
  • Provide and maintain 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).

Please visit our program rules and conditions to confirm full eligibility requirements.

No. There’s no fee to join and no ongoing membership fee.
Once you’ve received your card, you can begin to earn points on qualified purchases by showing your UNBELIEVABLE! REWARDS® card to the cashier at time of purchase.
Simply show your card during checkout at any Gabe’s store to earn points on your qualified purchase. If you forget to bring your UNBELIEVABLE! REWARDS® card with you, your email address is all you need to make sure your purchases get turned into points.
All merchandise purchases excluding sales tax and gift cards are considered qualified purchases.
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. You can also log into your UNBELIEVABLE! REWARDS® account online and request the missing points by providing your receipt details.
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 can also request missing points by logging into your UNBELIEVABLE! REWARDS® account online and providing receipt details. You must have your receipt, or no points will be recovered.
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.
At the present time, membership does not expire. However, as part of our UNBELIEVABLE! REWARDS® Rules and Conditions, we reserve the right to expire your membership after 12 consecutive months of no qualifying point activity.
Points expire at the end of every three-month calendar quarter. On the first day of the next calendar quarter, your point total will start at zero.
Rewards balances are accumulated over a calendar quarter. Points earned from purchases made in the previous calendar quarter are not eligible towards earning coupons in the following quarter.
Your coupons will expire 30 days from the date of issuance.
You may earn and redeem up to four UNBELIEVABLE! REWARDS® coupons within a three-month calendar quarter.
You can use your UNBELIEVABLE! REWARDS® card to earn points at both Gabe’s and Rugged Wearhouse. A reward coupon will be issued to you when you earn 50 points in total at either Gabe’s or Rugged Wearhouse or from combined purchases at both stores. Reward coupons are valid for redemption at both chains.
The UNBELIEVABLE! REWARDS® program is valid for purchases and coupon redemption within both Gabe’s and Rugged Wearhouse stores.
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.
If your UNBELIEVABLE! REWARDS® card is lost or stolen, please call or email our Customer Service department and they will send you a new card with the same account number. Any points accumulated will still be available.
Please call or email our Customer Service department to make the necessary changes to your account, or log in to your UNBELIEVABLE! REWARDS® account on to update your profile information.
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.
If you believe that you are missing points on your UNBELIEVABLE! REWARDS® balance, please call or email our Customer Service department. You can also request missing points by logging into your UNBELIEVABLE! REWARDS® account on You will need to provide receipt information.
If you believe that you did not receive a coupon to which you were entitled, please call or email our Customer Service department.
As 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. *If you qualify for a coupon within the first 24 hours, your coupon will arrive via email only, and will not be printed on your receipt. All coupons after are printed on the receipt immediately when they are earned and also sent to the email address associated with your account.
At this time, our UNBELIEVABLE! REWARDS® program only permits one card per email address. A household can have up to 5 UNBELIEVABLE! REWARDS® cards as long as each card has a different email address.
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.