I found this site
http://www.symtio.com back in January (mentioned in an earlier thread) that sell ebooks via a card you can purchase at several major Christian bookstores. I've just now started seeing ads in my local Christian bookstore.
Quote from my Lemstone Parable Christian Stores mailer:
"We have eBooks... a perfect gift for people on the go! Easy to download and ultraportable...
Choose from the latest authors and titles, then slip them into a greeting card or a Christmas stocking. It's that simple."
Since January, Symtio's selection of eBooks and audio books has grown enormously! I believe that all of the eBooks are available in ePub format. You can also buy from them online, but the idea is to support eBooks within the brick & mortar stores.
I think that this is awesome! Then I don't miss the enjoyment of browsing the bookstore and supporting them at the same time!