Personally, perhaps once a year I would get a Gift card to B&N.
Those would normally be the only books I would buy. With the exception of second hand paperbacks from a second hand store.
Since I got my ereader, no one is giving me Gift cards. Perhaps I just need to point out that they could still do so, only from an Ebook store. But I have very few dollars of my own to spend. My wife and I scrape by on 24,000$ gross income. Yes that's before taxes. So every dollar is counted thrice before it is spent. I get 600$ a year rent from some land I own, that is all. My savings put the roof over our heads, thankfully that is paid for. My wife keeps me in essentials from the second hand store. But that 600$ has many places it has to go. I took a gamble last year buying my ebook reader with part of it. Which has in my opinion paid off very nicely. But 15$ ebooks are simply not in my budget.
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