I took that as meaning pre-Christmas, but your interpretation could be right I suppose. This is year 2 for this kit so once Christmas is out of the way, you enter "discount and get rid" territory pretty soon.
I don't get to the Amex any earlier than the good chap above so he gives you a better chance than me.
That aside though, there'll be people who want to buy their kids an Albion shirt for Christmas and won't be able to? Really?