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So let's assume that the fabric in question costs $10 / yard, and over the course of 12 customers purchasing yardage, the store essentially gives away 12 inches of fabric. That's about $3.30. That $3.30 spread between 12 satisfied customers is just about the cheapest publicity/advertizing a store could ever hope for. Actually, the cost to the store would be well under $3, since the store is paying wholesale, but anyhow, let's leave it at $3. So for 40 cents per person (cheaper than mailing out postcards once you figure printing costs and postage) the store generates good will and repeat customers. I think they should go for it. Can't get a more effective or lower cost way to build a loyal customer base.