A local small shop buys huge sacks of flour, but it isn't allowed to decant into small bags for resale for health and safety reasons.
So it's giving away flour to its customers. A few *iss takers started going in and just taking the free flour, but now the vast majority of people go in and buy a few pounds worth of stuff and take away their free bag of flour.
It's been a good move for the shopkeeper because he's only just taken over the shop, most people didn't even know he was there and he's probably won himself some regular customers.