A gimmick is a trick or device, used to attract attention, publicity or trade.
Valentine Gimmick is the title of my story in the Valentine's Special issue of Ireland's Own. It's on their website too, so you can read if it you like and find out what Betsie thinks of Valentine's gifts and cards (yes, there could be a clue in the title!)
I've possibly got involved in some gimmickry myself by reducing the price of my short story collection All That Love Stuff to 99p/99c this week.
What do you think – is that a bit gimmicky?