Clicks vs. Bricks

Is this for real?

On Christmas Day, for the
first time ever, customers purchased more Kindle books than physical
books.
Amazon.com

Hold on, though… who goes online to shop for more books on Dec 25, before the spines have been cracked on the new books that were under the tree? 

Amazon was heavily promoting its Kindle as a holiday gift, so we can imagine that lots of people went to the Amazon store and bought something to read with their new toy. Is this real momentum or PR hype?