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from the website:

Midnight Madness is a monthly event held on the first Friday of every month. This unique event gives customers a limited amount of time to gather free gifts from a variety of designers and items from fashion to home decor.
What do I have to do?
Each participating store will have a custom designed Midnight Madness board that will require either 175, 350, or 500 unique user clicks. That means… bring your friends to insure that requirement is met! If it is not met you will receive a message informing you of such sad news and no gift.
more info here:
and here the prizes of this Friday: