runs through Jan. 1. Discover, the Riverwoods, Ill., subsidiary of Dean Witter Discover & Co., kicked off the holiday promotion last year to increase card usage and sales, and to bring in new cardholders during a key retail quarter. The '95 promotion includes a $2 million sweepstakes, which runs through December, and coupon books, which offer discounts from Braun, Mattel, Polaroid, and Sony Wonder on purchases made during the holidays. The Big Payback Value Books are now being mailed to Discover cardholders and include rebates of up to $170 off selected merchandise purchased with a Discover card by Jan. 1. Cardholders must send their receipts and a form listing their purchases to Discover Card by Jan. 12 to be eligible for the rebates. Cardholders are automatically entered into the sweepstakes. Eight prizes of $250,000 will be awarded. Anyone who applies for a card during the sweepstakes is also entered. To support the promotion, Discover has begun a multimillion-dollar national advertising campaign.

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