trade war. >> some will boycott. some just want a good deal. i'm half scottish, so i just want a good deal. >> big name celebrities, daniel craig, david beckham, mariah carey. this year taylor swift. organizers are probably trying to outdo themselves. there is no other sale like this when you consider all the hoopla that surrounds it. is it? >> absolutely right. both the stadium and shanghai in the run-up to midnight. a lot of preorders already setting records. a lot of live streaming as well. last weekend kim kardashian west had a line that sold out. we have a lot of live stream events that can do 13 million people watching a session.