In a promotion email dated 6/15 to buy TB points with a 25% bonus, I noticed a little blurb under the heading "Shop True"
Starting June 30, you will be able to earn TrueBlue points for shopping the brands you love at our new online mall, ShopTrue. Choose from over 900 brands including Nordstrom, Best Buy, Macy's, Apple, Gap, Sears, Target, Walmart and lots more!
Today is 6/30, so hopefully we don't have to wait too much longer! This sounds like the similar programs at other airlines. I currently use the AAdvantage eShopping mall and have racked up tons of bonus miles on purchases I'd normally make anyway.
In general for online purchases,I usually find a promo code to sweeten the deal, and if lucky get free shipping when meeting the minimum from that site, and oftentimes especially when shipping to my FL address, exempt from sales tax.
Looking forward to this great earning opportunity!