Pedrotti Ace Hardware, a dealer in Benicia, Calif., has launched a matching-funds campaign for the victims of Hurricane Sandy. His goal: $20,000.

Cashiers at the store are asking patrons if they’d be willing to donate to the Red Cross Hurricane Sandy fund. Store owner Gene Pedrotti has pledged to match the first $10,000 donated by customers.

“We’re really good at impulse selling,” Pedrotti told HCN. “This is impulse giving.”