Saw this on Shelf-Awareness.com and found it to be interesting…

“Cool Idea of the Day: Bookstore’s Gasoline Giveaway

Beginning in August, Merritt Bookstore, which has locations in Millbrook and Red Hook, N.Y., will hold monthly drawings to give away $50 gift certificates for gasoline at local gas stations, one certificate for each store. Customers will be entered in the contest with every purchase in the stores or online. The aim: “to thank our customers near and far for keeping us in business for over 20 years.”

I considered this for my posting title:  Using gas to fight back - Mortar vs. Online Bookstores

They didn’t say this or imply it but perhaps it also  confirms the news I saw yesterday that due to the increase in gas prices consumers were leaning more on online shopping rather than going to their local store.

Regardless, it seems like a great marketing idea!