Methods, systems, and computer program products are disclosed for providing a discount to a wireless device. One method obtains a location of the wireless device and retrieves the discount from memory. The discount is based on the location, and 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 wireless device and the merchant's physical location increases, the merchant provides a greater discount to entice the wireless customer to travel to the merchant.