Is it for all merchandise & all shops?
Disney operated stores. I think that movies, maybe music are exempt. Let me try and find the list, it's on the ap site
EDIT: Here's the list
Discount does not apply to Walt Disney World Resort Operating Participant locations, including but not limited to: China, Japan and Morocco Pavilions at World Showcase in Epcot®, Arribas Brothers, Basin®, Basin White, Cirque du Soleil®, Curl® by Sammy Duvall, Ghirardelli® Ice Cream & Chocolate Shop, House of Blues®, The
LEGO® Store, LittleMissMatched®, ORLANDO HARLEY-DAVIDSON®, Pop Gallery, Rainforest Cafe®, Rubio Balloon Arts, Sammy Duvall's Watersports Centre, Sosa Family Cigars, Something Silver®, Splitsville Luxury Lanes", Sunglass Icon®, Surrey Bike Rentals, T-REX, Wyland Galleries, The
Disney Store, Disney's Character Premiere, Disney's Character Warehouse, Cast Connection and any other locations or kiosks that are not owned and operated by the owners of Walt Disney World Resort.
Discount is not valid on previous purchases or on purchases of ticket media, gift certificates, Disney Gift Cards, Park admission, Arcades, Disney Dollars, tobacco, alcohol, outdoor vending (e.g., in-Park balloon vendors, glow vendors), Add-a-Dollar (Wildlife Conservation Fund), postage stamps, rentals (e.g., strollers, ECV), personalization, Disney PhotoPass+, Disney PhotoPass® Online, Disney Store Online, framed Disney Dollars, Artist Sketch Program (original art), original or consignment art, newspapers/periodicals, videos, DVDs, CDs, sundries, pantry/prepared foods, digital/video/disposable cameras, film, consumer electronics, Titleist® and Cobra® golf equipment, National branded fragrances, treatments and cosmetics, Lladró, Armani, Hummel, Swarovski® Crystal, Walt Disney Classics Collection, select collectible originals, select specialty items, handmade items, special orders, purchase-with-purchase offers, Bibbidi Bobbidi Boutique and The Pirates League packages, shipping or taxes, or on phone, email, online or mail order purchases. A valid Passholder ID and government-issued photo ID must be presented at time of purchase to receive discount. May not be combined with any other discount, offer, or promotion. Discount is for personal use only and may not be used to purchase merchandise with the intent to resell the merchandise.