Remember the Target scandal way back when? [0]

They had done the sciencing and found that there are only handful of life events where a large change of behavior can be made relatively easily.

Graduation, marriage, giving birth to a child.

The angle as I see it is to sneak in through that window and make gamblers out of those young mothers permanently.

[0] - https://www.nytimes.com/2012/02/19/magazine/shopping-habits....