On credit, no less!I think they do when they’re encouraging people to buy things they can’t afford, don’t they?
It comes down to the power of advertising and how much more potent it is when you create an #army or online community to implicitly pressure each other be part of the event. And these are hyped events!
Especially at the moment, this is a group craving human interaction - you give them a group of friends online, of course it's natural to want to fit in.
Years of successful retail and marketing experience is brought forth to make it happen and social media exponentially increases the power of it.