Well, hopefully they do well this weekend and the new people keep coming back for more regular shopping from time to time.
I'm personally going to pick up a bunch of
discount Oxford University Press history/biographies which are currently on multi-store promo (just $1.99-$2.99, and couponable at Kobo) to help add to their coffers (they've got J. Robert Oppenheimer written by Abraham Pais; I think I might actually have a paper copy of this somewhere, but ~$2 after a 30% off coupon will be a good use of my money).
And I'll note that if you happen to like sf/fantasy, Jabberwocky Literary Agency has some low-cost offerings from authors which they represent, which include short story collections (~5-7 stories per) by Canadian Tanya Huff and Jim C. Hines at just $2.99 each, DRM-free and couponable:
linkage for the lot if anyone's interested (don't get the Mayer Alan Brenner novels via this; he offers them for free Creative Commons download on his website and has a tipjar so you can pay him more directly).