I have to give them a shout out! Yesterday I went to Borders to use my 40% off coupon for any book I wanted. I didn't have to buy anything else. No minimum purchase. Just straight out 40% off. The store was packed. The line was long. They had cashiers! Heaven forbid. There were at least 6 of them. They knew they had a promotion going on and they were prepared. Hot damn! Everyone in line had their coupons out. Every single person had one. That's the way to do it!
So if you purchase books, sign up for their emails!