Methods, systems, and computer program products are disclosed for providing a discount to a device. One method obtains a location of the device and obtains a demographic indicator associated with the device. The discount is retrieved from memory, and the discount is based on the location and on the demographic indicator. The discount increases as a distance from a reference location increases. The reference location may represent any location, such as a physical location of a merchant. As the distance between the device and the merchant's physical location increases, the merchant provides a greater discount to entice the customer to travel to the merchant.