Xmas Day launch on Amazon USA, page-7

The Xmas day launch in the USA on Amazon is smart for the following reason:
1. On 25th December, tens of thousands of people will receive Amazon gift cards.
2. These gift card recipients can log-on to Amazon.com and spend immediately (when retail stores are otherwise closed for the public holiday).
3. Magnemasks will be a front page "new" product.
4. There is less hesitation by the customer in buying the Magnemask because the gift card isn't considered their own "real" money. So it's a relatively easy sale.
5. The Magnemasks starter kit arrives a few days later and the customer is hooked (that's the idea, anyway).
6. The customer logs-on a month or so later and buys another with their own "real" money.