What if the date for christmas is unknown?
Or you only know "roughly" because last year's christmas was also "around that time" ...
And then, after all this puzzling around and all the speculations some "higher entity" leaks it...or not.
I honestly don't get (for years) this secrecy for the sale dates.
They ain't selling construction plans for ufos?
Just tell the date, treat your customers like adults.
I think they are afraid to overload servers by letting everyone know when to storm the store...