"There are hundreds of promotions going on this time of year," said Steve Uline, head of marketing for Gander. "We needed to do something a little bit different."
Turning blue from shopping? →
Do I buy it at 25 percent off or do I risk that Gander runs out of the jacket?" said Steve Uline, executive vice president of marketing of Gander Mountain, which has more than 500,000 "likes" on Facebook. "It makes it interesting for the consumer."
Facebook users hit 'like,' stores jump into action →