My birthday was in March, and I got a “birthday discount” email from Disney earlier in the month offering 20% off up to $500 worth of merchandise at shopdisney.com through the end of my birthday month. I have never received an email like that before, although I browse the site frequently. I did go nuts yesterday loading up my cart, then whittled it down to the two “must have” items I really, really wanted. Maybe they will start doing things like that more regularly, offering a passholder only discount for a month or something.