One of the big reasons why I love birthday season is all of the discounts/free stuff you're offered. I don't use them all, but I like knowing that I'm entitled to them.
For most of these places, I'm a subscriber to either an e-mail promotions list or am a credit card holder.
I think the best one so far has been the Ann Taylor LOFT $15 off any purchase. It's not much, but last year I got a cute necklace (that only cost $5 after the discount) and the year before I got a completely free cardigan sweater (because it was on clearance).
It's a nice way to commemorate (sp?) the season and treat yourself to something nice.