When a customer makes any purchase at an Apple Store, the employee will ask if that person has set up Apple Pay. If not, the employee will then help the customer set up Apple Pay and then be rewarded with the iTunes gift card after the process.
What great is the promotion works for any product purchased at an Apple Store. No word on when the promotion will end, however it is available to all customers in the United States and United Kingdom.
Source: MacRumors