They'll price match the Cabela's store down the road plus another 10% of the difference. That's one thing I've enjoyed from the Gander in Fargo. They are usually cheaper than the Scheels in town anyways. Plus they've changed their marketing a little and I get lots more coupons in the mail and email like Cabela's used to do 5-10 years ago, like $20 off $50 purchase.
They might be cheaper with sales, but every fishing item I've ever checked between scheels, cabela's, gander like lures/line/rods/reels has always been cheapest at scheels at the regular price.