This year, as gas prices surged, Richard Bell mounted a sign in the station he owns: "Attention gas cash customers: FREE 16 oz. fountain drink or 12 oz. coffee with purchase of 10 gallons of gas or more."

The goal, says Bell, owner of the Market at Jodeco, in Stockbridge, Ga., was to encourage customers to pay with cash rather than a credit card, according to USA Today.

But so far, he notes ruefully, it's been a struggle. As gas prices climb ever higher, more -- not fewer -- consumers are using credit cards, because they don't have enough cash on hand.