For his first Free Comic Book Day, Sydney Walton of Collector's Dream in Tavares Florida had a good day, and also offers his comments on various aspects of it:

This was the first time Free Comic Book Day was held at my store (due to it only being open a little over a year).  Sales were better than the average Saturday, but holding it the day before July 4th was a bad idea, as most people are spending the holidays with family, going places, etc.  It should be held on the Saturday of a weekend where nothing else is going on to interfere.  Also, the selection of comics wasn't very good, as most were reprints or basically 'advertisements' to buy the 'full' books (which is good and bad).  The Spider-Man HeroClix figure from WizKids should have had 'PR' for promo on it (there is nothing differentiating it from the figure that's in the regular 'Critical Mass' set).

It was a good day as far as sales and seeing new people come into the store.  We had some local newspaper coverage, which helped.  We also held a 25% off sale and had live bands play that evening, so it was a lot of fun.