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@The_Seldom_Killer
^^^^ Quite likely, but that isn't the point. Loosing the use of social media means that they can't compete in the seasonal marketing offensive that goes on in places like Twitter and Facebook. Absence from the saturation of marketing means that potential customers are having their attention caught by those who are putting their message out there. Specialized don't enjoy the sort of brand loyalty that Coke or Pepsi do, so far more choice will be exercised.
Also, Christmas is one of those periods were non-target customers are likely to be buying your stuff. These people are far more likely to be affected by marketing campaigns and social media is a part of that.