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December 15, 2005
Travel Safety Tips-Stay Happy, Secure, and Street Smart this Christmas season

Cheyenne, Wyo. - This Christmas, be sure you have all the knowledge you need to be as safe as possible in all your travels, and spread these tips from Sierra Trading Post to all your loved ones:

• For Everyone:
  
  Research your destination before you reach it. Many different countries, states, and territories have a very different idea of socially acceptable interaction. For instance, smiling at passersby might mean something completely different in other parts of the world, and may even be taken as an invitation to be pursued or followed. Eye contact is considered faux pas in some areas of the world. It is best to do your research to enable you to blend in for safety reasons.
  
  Check your insurance options for lost or stolen luggage:The United States Department of Transportation only requires airlines to be liable for losses up to $1250 per passenger for checked bags on domestic flights. Nearly all valuables most likely to be stolen (i.e. stolen camera equipment, jewelry, and cash) are excluded from their liability.
  
  Carry-on luggage is not covered by the transportation liability. Travel insurance can be purchased as well as excess valuation coverage, Home owner's or renter's coverage, and Credit card coverage. All airlines only pay the depreciated value of lost items-not the replacement cost. (Check your replacement policy with your insurance.)
  
  Buy hard-sided luggage and a luggage lock for added safety. Soft-sided luggage is an attraction for thieves. Sierra Trading Post also offers many great brands of hard-sided luggage such as Eagle Creek, Victorinox, Pathfinder, Columbia Sportswear, and High Sierra. You can find them all online at www.SierraTradingPost.com.
  
  Always be aware of your surroundings. Most robberies and other unfortunate encounters occur in bus and train stations, and crowded streets when you least expect it. People who are distracted by using cell phones, fumbling for keys, or have their hands full of shopping bags are big targets for crime. Keep an eye out as you approach your car, train, bus, or other transportation. Have your keys ready to unlock your car or house, and take a good look around the entire parking or boarding area for suspicious activities and people. The majority of traveling victims are those that act unaware of their surroundings. If it's dark outside, buy a keychain light or a flashlight to help you find your way. (Flashlights and keychain lights are simple solutions to see in the dark. You'll find some good ones online at www.SierraTradingPost.com.)
  
  Carry an air of confidence when traveling, even if you are in unfamiliar territory. Take a mental note of your cross streets, but wait to look at maps until you are safe in a restaurant, bathroom stall, or somewhere discrete. Ask trustworthy people for directions, such as police officers, workers in information desks in train and bus stations, or hotel clerks.
  
  Security Alerts: Check the Ministry of Foreign Affairs (http://www.mfat.govt.nz/travel/) for any security issues in any area of the world. Pay attention to the news at all times, especially in a time when such safety threats are so prevalent.
  
  As always, buckle up. Remind your friends and loved ones of the easiest safety precaution they can take. You may save their lives.



• For Children:
  
  When renting a car, make sure it is child-safe. Do they offer car seats for your children that are under 40 lbs. and less than 40 inches tall? Child-proof windows and doors? Airbags? It is a good idea to pick the car you want to rent ahead of time, especially when leaving the United States. The rate of motor vehicle fatalities in developing countries is as high as fifty times the norm as that found in the United States. Be aware of poor road conditions, poor vehicle maintenance, low drivers' education and abilities, and high traffic patterns during your travels.
  
  Check for hotels that offer supervised play centers, and child-friendly rooms. Do they have covered outlets and tub faucets? Rounded furniture corners? Baby supplies? Parental channel control on their Televisions? Refrigerators for milk, medication, and other baby food?
  
  
• For Senior Citizens:
  
  Be aware that Social Security Medicare does not provide for your medical care outside of the United States.
  
  Be aware of vacation scams. Seniors constitute a major share of the travel market. Use good judgment with promotional postcards saying you have won a free trip, and never give out your credit card number unless you are familiar with the company.



• For Ladies:
  
  When registering, give only necessary information: Provide only your last name and first initial. In your hotel, raise suspicion if switchboard is giving away room numbers, or piling room keys on a desk. Ask if there is a safe available for your valuables.
  
  Avoid thievery by hanging the Do Not Disturb sign on the hotel door when you leave. This acts as a deterrent for thieves, and gives the illusion that the room is being occupied. Keep your room key with you at all times, and within easy access in case of an emergency.
  
  Robberies happen where least expected: Pack money, credit cards, and valuables in a secure money belt under your clothes...not just in your purse. If carrying cash, spread it out in several places such as inside shoes, very little in your purse, and in your money belt to prevent the loss of all your valuables. Carry only necessary valuables with you.
  
  A common thief tactic is to cut purse and money belt straps so they can disappear quickly in the thick of a crowd with your belongings. Purchase money belts with metal linings on the strap so scissors and blades are unsuccessful.

About Sierra Trading Post: Headquartered in Cheyenne, Wyoming, Sierra Trading Post operates a trio of retail stores, an online store www.SierraTradingPost.com, and eight mail order catalogs with an annual circulation of more than 60 million.


November 18, 2005
"10 Tips for a Happy Gift-Giver"

Cheyenne, Wyo. - Just as the holidays are settling in, Sierra Trading Post announces some helpful tips to ease the frazzled moods that Christmas shopping brings:

1. Make Your List; Check it Twice
   Make a list of all the people you need to shop for, along with some ideas of gifts that match their hobbies, needs, or interests. Get the wheels turning by asking yourself some of these questions: How old are they? Have they recently moved? Do they like sports? Snow sports? Particular Bands? The latest toys? Fashion? Jewelry? Are they students? What's their major? Long-time friends? Artsy? Picky? Travel much? Are they hunters? Outoorsy? Old fashioned? Into photography? Woodworking? Model planes?



2. Get an Early Start
   Be smart, and beat the rush. Even if you are just window shopping, take some notes. Write ideas down so you aren't struggling at the last minute to remember what you found.



3. Set your Price Range
   Don't spend more than you must. Follow your mom's advice, and shop around. Sierra Trading Post is a great solution. They are a retail catalog and online outlet that offers 35-70% off regular retail on chic fashions for men and women, outdoor gear, and home décor. Go to www.SierraTradingPost.com online and see for yourself.



4. Shop Online
   The Internet is the most convenient way to tackle your Christmas "to do" list. Avoid traffic, high gas prices, and endless lines. By shopping online, you can save time, and spend your time on the fun things that holidays should compose.



5. Keep Gifts Practical
   Keep in mind that the perfect gift is one that can be used and appreciated regularly. Whether it's a piece of art, a gadget, a book, or music, make it something that your co- workers, friends, or family can use repeatedly, or appreciate regularly. Give "the gift that keeps on giving."



6. Need Specific Ideas?
   Check the Gift Center at SierraTradingPost.com for quick Christmas gift ideas.
   
   
   • Swiss Armyr watches: starting at $49.95 (you save 50%). For the gadget-lover.
   • Johnstons cashmere scarves and gloves: $49.95 (reg. $99.95). It's cashmere!
   • Snowsports Helmets: Starting at $49.95 (reg. $110). Help protect a loved-one's noggin.
   • Burton Junkyard Snowdeck: $79.95 (reg. $150). Satisfy the skater through winter.
   • Princeton Tec LED Keychain Lights: $7.95 (you save 46%). Anyone who has been left in the dark, raise your hand!
   • Acorn Ram Island Merino Sheepskin Slippers: $44.95 (reg. 70.00). Everyone needs a good pair of slippers.
   • Action Sports DVDs: Range from $9.95 - $12.95 (you save 35-51%). For the family's "Sporty Spice."
   • Turkish Cotton Terry Robe: $39.95 (reg. 75.00). Comfort directly out of the shower.
   
   
   
7. In a Rush?
   Once again, the internet is a great solution. Millions of items are available with the click of a mouse. Most online retailers offer upgraded shipping options and gifting options. If your Christmas shopping comes down to the wire, make sure you choose a shopping destination that will allow you to send your order directly to the recipient. Take note of the last possible delivery date to make it on time for the holiday, and add a couple days for cushion.



8. Do Your Homework
   Research your gift ideas online. Make sure it is the right gift for that special someone before you buy. Create a pros and cons list if you can't choose between gifts. Weigh your options-may the best gift win.



9. Wish List
   A good ol' fashioned wish list is a great assignment to give your loved ones. It's the least they can do to ease your worried mind, and to make your shopping experience that much easier.
   
   If you are the type that buys gifts based on your own ideas, make it easy to find these ideas by bookmarking your favorite websites, or pages with your gift ideas under a "favorites" folder named "Gift Ideas."



10. Gift Cards, Gift Cards, Gift Cards
    If all else fails, buy a gift card. Sierra Trading Post helps in this department as well if you are certain the perfect gift is best picked by the recipient.

About Sierra Trading Post: Headquartered in Cheyenne, Wyoming, Sierra Trading Post operates a trio of retail stores, an online store www.SierraTradingPost.com, and eight mail order catalogs with an annual circulation of 60 million.


November 7, 2005
A Brush with Fame for Sierra Trading Post

Cheyenne, WYO. November 7, 2005--Channel 9 News in Denver featured Sierra Trading Post on Monday night in honor of 9 News Bargain Week. Channel 9 presented Sierra Trading Post as a discount shopper's dream for the upcoming Christmas season. 9 News Reporter Mark Koebrich presented some websites where thrifty shoppers can buy gifts online for a fraction of retail cost. We are honored to have been selected as one of the companies included in this broadcast, and for those who are interested in viewing the interview, click here.


November 4, 2005
Gonzaga Bulletin Addresses Sierra Trading Post as "Go-to guide" for Affordable Fashion

November 4, 2005 - The Gonzaga Bulletin posts an article titled "Warm fuzzies: A look at campus coat trends." The article targets thrifty students who are out to keep up with the latest fashion with leftover pennies in their pockets. Sierra Trading Post is mentioned as the go-to site for designer clothing for mind-blowing, affordable prices.

"Sierratradingpost.com offers a better deal for the women's Denali, $115. This site is an excellent source for many other designer hiking gear and clothing, with brands ranging from Terramar to Mammut, with discounts from about 35 to 70 percent."

To see more of the Gonzaga Bulletin article, please click here.


October 18, 2005
Sierra Trading Post Tempts Shoppers with Targeted Last-Minute Deals

San Francisco, Calif. - October 18, 2005 Discount retailer increases revenue per visitor by using Offermatica to quickly test the most popular impulse buys at checkout

Offermatica(tm), a leading provider of on-demand testing and optimization services, today announced that Sierra Trading Post has increased revenue per visitor (RPV) by 4.8% by using Offermatica to drive last-minute purchases on its shopping cart page. The leading online and offline retailer, which sells overstock and closeout items from name brand vendors, used Offermatica to offer targeted, cross-sell items at www.sierratradingpost.com.

"Offermatica enabled us to increase revenue per visitor by 4.8%, 3.6% and 3.2% across all of our main tests and find the best possible impulse buy combinations on our shopping cart page in just a few weeks - and the whole process was done with very little IT involvement," said Chris Lange, Web Operations Manager at Sierra Trading Post. The Multivariate testing had nothing to do with the Impulse Buys test, it's a completely seperate offering from Offermatica that we are taking advantage of. The whole Impulse Buys testing though is very much a manual process.

Sierra had a hunch that offering impulse shopping suggestions on the shopping cart page would boost revenues. However, the retailer didn't know which items would be most appealing to shoppers. To find out, Sierra turned to Offermatica to quickly run a series of tests that compared shoppers' real-time reactions to impulse-buy items at different price points, such as under $10 and under $50. All recipes that offered cross-sell items lifted RPV compared to the default of not offering any cross-sell items at all. But the best-performing recipe - items under $10 - boosted RPV by 43% compared to the lowest-performing recipe. In addition, the winning recipe resulted in a 4.8% increase in average order value over the default.

Sierra also had a particular concern. The company needed to closely track the sales of the impulse items to monitor quantities available. Using Offermatica's Cross-Selling and Testing engine, the Web team was able to automatically insert other top-performing items on the checkout page when supplies of certain items ran low. Based on the results of ongoing tests, Sierra Trading Post had seven to ten items ready for substitution at any time.

Offermatica's flagship hosted testing and optimization service, which has already delivered over $48 million in additional revenue for its clients, changes site content in real time to identify the best offers to increase sales. For the first time, interactive marketers have the power to test and change key marketing elements like forms, pricing and merchandising without expensive site redesign efforts. Offermatica requires no coding or programming effort and can be implemented in days, and new tests can be deployed within hours.

About Sierra Trading Post
Sierra Trading Post purchases overstocks and closeouts from name brand vendors and passes savings of 35 to 70 percent on to its customers. Headquartered in Cheyenne, Wyoming the company operates three retail stores, an online store (www.SierraTradingPost.com) and eight mail order catalog titles with an annual circulation of more than 60 million.

About Offermatica
Offermatica provides on-demand marketing services, including testing and landing page optimization, that allow marketers to maximize revenue from their online advertising spend. Marketers are now able to test their best ideas - using simple methods like A/B split tests or more sophisticated multivariate approaches - without requiring site development. Companies like Monster.com, PETCO Animal Supplies, Restoration Hardware and many more have dramatically increased the ROI from their online ads, email campaigns and PPC listings with Offermatica's on-demand testing and optimization service. The company is privately held with funding from Accel Partners, Baker Capital and Meritech Capital Partners. For more information, visit www.offermatica.com.



September 16, 2005
ATTENTION ALL HUNTERS: `Tis the open season...

Cheyenne, WY- There is something about the brisk air and crisp leaves that gives hunters an extra reason to get up in the morning. It's time to get out your stale boots and dusty scopes from the garage, and check your supplies. First, you need to make sure you have all that you need, and that everything is in working order. We have gathered a few tips for you before you head for the woods:

Tick season is April through September in North America, so keep up your guard for the remainder of their season as you start yours. Tuck your shirts in your pants and your pants in your boots to keep unwanted ticks and other pea-sized pests out of your way. Give yourself some credit for all the work you put into hunting. Buy top-quality brands for all your gear: "Don't let your gear let you down. Buy quality product that will hold up under rigorous conditions-especially boots and socks. You don't want to miss that trophy because your feet had blisters. Sore feet are sure to ruin your hunt."-take it from Dave Dietel, avid hunter and buyer for Sierra Trading Post.

Your feet are extremely important. Keep your feet dry with a pair of waterproof boots and moisture-wicking socks. Ladies, it's important to remember to buy specific female-designed boots. Don't settle for a men's boot in a smaller size, because women's feet are constructed differently-higher arches, a narrower profile, a higher instep, a thinner Achilles tendon, and a lower starting point for the calf muscle. It's important to stay comfortable, so keep your feet in mind.

Avoid getting lost by simply looking behind you, and memorize what the trail should look like when you return. Pack some waterproof matches in your pocket, and don't forget self-heating hand and foot warmers for your gloves and boots. Pockets are great, so buy gear with lots of storage space for your compass, calls, map, or your beef jerky craving. Hydration packs are a must, and it's always a good idea to bring an extra water carrier for your furry friends, and for washing game. Always pick the right backdrop for the appropriate occasion and time of year for camouflage, water-proof windbreakers, jackets, gear bags, and field blinds.

You'll need different ammunition, depending on distance and game. Bring some protective headphones to mute gunfire. To spot your prey, try some good binoculars, and pack a bore sighting tool and a spotting scope. Helpful hint: choke up on the strap of your binoculars. It reduces swaying during your stride and creates easy access when the bushes start rustling. Safety glasses protect your eyes from a) shrapnel, b) UV rays and c) snow blindness if they are UV protective. If you start to feel like everything looks like snow, get out of the sun, drink plenty of water, and put a cool cloth over your eyes or some UV protective sunglasses to filter the light. Some dragging straps are helpful for leverage and dragging game back more easily. Don't forget a camera to capture your prize, and at the end of your adventure, pull the collar up on your Gor-Texr hunting parka for the chilly walk home.

About Sierra Trading Post: Headquartered in Cheyenne, Wyoming, Sierra Trading Post operates a trio of retail stores, an online store www.SierraTradingPost.com, and eight mail order catalogs with an annual circulation of more than 60 million. Sierra Trading Post has a whole section of our store dedicated to outfitting your hunting camp, so come check it out!