Well for smaller shops or those shops "just hanging on" they have to do that. These FREE COMIC BOOK DAY "free" comics are only "free" to the customers. The shops still have to buy them. I can't blame anyone that is trying to make ends meet for being frugal with their money.
Perhaps over the last couple years of doing this promotion, some shops have seen no benefit in doing it. No increase in foot traffic. No additional sales after the event. They figure "Screw it. I don't want to be the only shop not promoting this event, but I just can't afford to keep buying these comics that have no return for me. I have to cut back". Would you continue to spend money year after year on a promotion (or advertising) that goes nowhere?
6 of the 7 shops around here (within a 20 mile radius), go into this event full bore. Buy huge amounts of every comic. But there is one shop that just can't afford to do this. Even though those FCBD comics are cheap, relatively speaking, they still cost money and he knows, for him, it is just throwing money out of the window, so he is forced to limit the amount he can 'give away'.
Plus, you have jack-asses, that I know, that go from shop to shop, pick up every title just because they are "Free". Asses. I have no problem with people going from shop to shop, hell, I promote that idea (get to see and talk to other fans, see what's going on, mingle .... it's great), but people that just hoard shit because they don't have to pay? Pisses me off.
Like when Marvel had that 700 free comics on Comixology a couple months ago, I had a guy tell me he was happy to get them all. I asked him why did he get the Orson Scott Card books (as I know he shared my thoughts on that utter piece of shit) and his response was "Hey, it was free. I'm not gonna read 'em". I was floored. "So your gluttony overwrote your ideals?" I asked. His response "It was free, what was I gonna do?"
I don't know, idiot, not get shit just because it's free?!?!?!
I know this is not what you guys are doing or even talking about and I apologize for the tangent.
Anyway, as I was saying, there may just be a good reason your shops do this. Of course if your shop owner pulls up in a 2013 Lexus or the like and he is just being a jerk, well ...