ISU students are not the only ones who are happy to see the Cyclones on a winning streak. ISU victories mean an increased cash flow for many Ames retailers. Lynette Seymour, general manager of the Iowa State University Book Store, said she has seen a definite increase in sales since the Cyclone sport season started. UBS is notorious for discounting clothing after big Cyclone wins, and it is continuing to host promotions on Mondays following the football games. “They’re called Mascot Mondays, and based on how our team does, the discount gets larger,” Seymour said. For every six points the Cyclones score, customers can receive a 5 percent discount on ISU clothing. “This week, with the Cyclones’ win, students got 30 percent off, so it was pretty busy,” Seymour said. UBS also celebrated a grand opening Wednesday to introduce new ISU wear and lines of clothing. “Is it the football team or just the excitement for the new clothes?” Seymour asked. Either way, Seymour said she is happy to see sales increase from past years. T-Galaxy Manager Penny Soat said athletic success always will boost sales, and her store has experienced similar increases. “At this point, we’re doing about the same as last year,” Soat said. “But we expect to sell a lot of `Beat Iowa’ T-shirts and ISU victory T-shirts, too.” T-Galaxy also has promotions at the beginning of each year to welcome news students and returning students to Iowa State. Besides the recent Cyclone victories prompting an increase in sales, students said they are excited to show spirit and support for the Cyclones. Logan Kahler, junior in computer engineering, said he likes the idea of promoting the university teams and sports. “People get excited about the team and want to buy things to show they are proud,” Kahler said. “So, I think there is a connection between the Cyclones winning and the increase in sales.” Kahler said people will want to show their support for the football team or whichever ISU sport is doing well. Sonja LeCount, freshman in horticulture, said she enjoys the promotional sales that are offered. “It gives students the chance to support the school, in a cheap way, by wearing Iowa State clothing and gives publicity to the store,” said LeCount. “It’s nice to show off what you’re proud of.”