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When we did fireworks on july 4th, it was the highest number of zaps in a day ever. It was nearly 2x the previous all time high.
Since then, we've started debouncing (ie batching) zaps sent to the server, so the data isn't as clear wrt the number of button clicks. Still the number of zap batches shot up 40% on halloween relative to the comparable period of time.
I can see it as being something to be careful about -- like back in the day, when Google first started having a custom page on special / notable days. Now every day is like that, and it no longer makes an impression.
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Great point. We'll need to practice discipline and stick to major holidays.
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