The Monthly Retail Social Index Spotlight: Cheaper Than Dirt, DSW, Yankee Candle

So what’s this online sporting goods retailer doing right? For one, it's created an oh-so-wrong sense of humor that thrills its Facebook fans. An image with this text: “I changed my car horn to gun shot sounds … People move out of the way much faster now” was liked by nearly 3,400 fans and shared by more than 1,750, for example.