While I applaud GameStop for thinking outside of the box, this may be the most random pairing for a cross promotional offer that I have ever heard of. GameStop is teaming up with Payless ShoeSource where customers will get coupons at checkout for the other store.

The promotion starts today. GameStop receipts generate a $5 off a purchase $25 or more coupon that is redeemable December 2 through January 8, 2010. Two GameStop offers will be generated on Payless receipts. One is “get the hottest new games for $19.99 when you trade-in two select games,” through Dec. 6, as well as “2,500 game gifts for under $20″ offered Dec. 7-28. Not sure how many Payless customers are used to trading in games.

“This holiday season our aim is to bring holiday joy to shoppers by allowing them to save now, feel good and Payless, and our cross-promotional offers with GameStop are well aligned with this holiday theme,” said LuAnn Via, CEO for Payless ShoeSource. “GameStop is an amazing partner for a cross promotion at the holidays — the bulk of the stores in both chains are located in close proximity, making it easy for shoppers to reap the added discounts we are offering. Plus, customers are out shopping for gifts for a variety of people and video games, entertainment software, shoes and accessories rank high on this year’s wish list. At Payless, we’ve expanded our winter offering, including our accessory collection, and our stores are stocked with a huge array of affordable gift ideas and items to outfit the whole family for every type of holiday gathering — from cozy boots for a sleigh ride to fabulous dress styles for the New Year’s Eve special event.”

For gamers, the Payless coupon might be a nice side benefit to buying games we are already going to pick up. Payless has begun to offer shoes from designer labels like Christian Siriano and Lela Rose.

“We are excited about this cross promotion with the iconic Payless brand for several reasons,” said GameStop executive vice president merchandising and marketing Tony Bartel. “It allows both companies to reward their customers with valuable money-saving offers they can use during the holidays. It also allows GameStop and Payless to reach out to each others’ customers to drive awareness of amazing gift ideas and offers they might not have otherwise considered.”

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