"Since there was no salesperson, shouldn't it go to someone who needs it?"
Where do you come up with this stuff? It "should" go wherever company policy determines web sale proceeds should go. It is absolutely, positively *not* up to you, the consumer, to decide where GC's money should go. It is out of your hands.
If a salesman has dutifully helped you out and previously cut you deals and has been a wonderful employee, etc, you should go to a GC and order it through said salesman instead of online. If you order it online, it is not up to you what GC does with the money that otherwise would have gone to a salesman's commission. Anything else is stealing, most likely by company policy and almost certainly under law. That difference most likely goes to maintaining the website and making more items available for consumers through that purchase method. There's a good reason that GC keeps track of how much it sells in stores versus online - they want to know what works and what doesn't, and give credit where credit is due.
Fortune may favor the bold, but that doesn't mean it's acceptable to ask for money under the table.
For what it's worth, I would never give a friend my employee discount (if I worked a day job), and I would never accept one, either, without my friend's employer's permission - in which case, it would just be the store giving me a discount, and have nothing to do with an employee discount. Anything else is stealing. Did you really expect me to say something else? I honestly cannot believe you guys. "A little wrong" is no more acceptable than a lot wrong.