In a move to drive sales of its Nook devices, Barnes & Noble is running a charity-related promotion this holiday season called “Buy a Nook, We’ll Give a Book.”

For every Nook purchased between now and December 25th, the company will donate one new print book to First Book, a non-profit that gives new books to children in need.

Holiday book drives is nothing new for the book retailer. For the past 20 years, the bookseller’s Holiday Book Drive has collected and distributed more than a million books a year, which have been distributed to thousands of charities around the country. Last year, Barnes & Noble customers and booksellers donated more than 1.2 million books which were shared with more than 2,000 local charities.

Charity aside, Barnes & Noble is also giving $20 B&N gift cards to customers who buy a Nook HD with a MasterCard.