When it comes to press releases I think they are the best PR tool. Do not confuse PR with press releases. PR stands for public relations and it includes press releases as a tool to generate buyers. Talk about promotions, holiday specials your company or personally you plan to have. Start writing today and announce that special give-away event or do something like 12 days of Christmas. Create theme around your business or product.
Lets call it Virtual Black Sunday or Saturday, whatever you think makes you happy. Send people to your sales page instead of lead page and give them that product for less price. Example if you sell even affiliate product with full resale rights you can low the price and offer that for less than everyone else and then ask them to sign up for updates when they get email from you to say THANK YOU.
Make it fun and easy to watch with a theme about your products and how they are related to hot products that are sold online. Always have connection with something that people WANT. It could be toys, electronics. People fight for them and you show them how you can solve that problem by showing them how to create income to purchase them without going to the stores at 5 am in the morning.