Which retail loyalty program innovation was first introduced during a major cultural festival celebration to boost customer engagement?

Traditional celebrations and cultural festivals drive significant consumer spending patterns worldwide. Major retailers have developed sophisticated marketing strategies and customer loyalty programs specifically tailored to cultural traditions. This trivia question explores how retail businesses have adapted their loyalty programs to honor and capitalize on important cultural celebrations around the world.

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Target's 'Festival Rewards' program during Diwali celebrations in 2008
Alibaba's 'Singles' Day Member Points' multiplier system in 2012
Walmart's 'Lunar New Year Family Rewards' program in 2010
Amazon's 'Cultural Heritage Points' system during Hispanic Heritage Month in 2015