Back in the 1980s & early 90s, before internet shopping, I would get 3 catalogs of hunting & fishing items. Cabelas, Bass Pro, Gander Mountain. Back in those days, you ordered by telephone, and each of the "big 3" had one, maybe two, retail outlets. Gander was only in Wilmot WI, Cabelas - only in Sidney NE, Bass Pro - only in Missouri. I remember it was big news in the outdoor world when Cabelas built their 2nd store in Prarie du Chien WI. Believe it or not, in those days of mostly catalog shopping and ordering by phone, GM was always just a wee bit cheaper for the same item than the other 2. And as shipping price was based on distance, I almost always bought from GM. I loved going to their outlet store in Wilmot for some super deals...seriously, they had good deals.
That all changed when they went big time for brick & mortar stores and discontinued their catalog sales (mid 1990s). And when the internet took off for the other 2 shortly after, GM jumped back in the online game, but too late with their customers getting baraged with catalogs & sales fliers in the mail by the other 2. They had all that money tied up in all those buildings that they had to pay for.... so up goes the prices. I would go to their Wausau area store just to see stuff in person (nothing else like that available in the north), then go home and see who was cheaper...Cabelas or Bass Pro (adding on shipping was still cheaper than GM). Every once in awhile, they had the best price when a sale was on. But not often enough to keep them afloat.