Bicycle Benefits came to Burlington about 7-8 years ago. It's a national program designed to reward cyclists and businesses, providing discounts on everything from groceries to bicycle accessories. I often use my sticker at the coffee shop, a market, and on a recent tire purchase at a bike store. I've received between 5-10%. I was fortunate to have acquired the decal free, but even at 5.00 it is still a bargain. The decal is good for as long as it resides on your helmet. The edges of the sticker on my helmet began to peel so I re-taped mine back on.