We did this last summer and the kids loved it! A tip that I'll follow this year...don't wait until the end of summer to get the free book...as it's pretty picked over by then.
Barnes and Noble - Kids from Grades 1-6, read any 8 books and record them on the journal (a form you print out), then choose a free book from their list.
http://www.barnesandnoble.com/summerreading/index.asp
Borders Books - Kids 12 and under read 10 books and record them on the form you print out and then choose a free book.
They did it last year, and I don't see anything online yet...but will keep checking.
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