Opinions on free shipping??

Okay i have been in two head spaces about this but am thinking of adding free shipping as well as a friend of mine but i want to find out what others think, as a consumer do you prefer free shipping?? If there were two stores with the same products and one offered free shipping would you be more inclined to purchase from the store with free shipping??
Any opinions much appreciated.
Cheers smile
Jess

if the prices were the same than definately. but if its dearer to make up the cost of shipping than prolly not iykwim

I agree, if the price of the item was the same then free shipping would make the decision for me.