I wonder if it has anything to do with how they stock new accounts. I created a dummy account, and it has access to five different sources. Their system could be treating that as 5 separate transactions to attach those to an account. It's about a 5x shift, so I wonder if that's it.However, in the first three weeks of December 2024, the order numbers climbed at an average ~15800 per day, which seems to indicate something odd going on. I note that that doesn't seem to coincide with the availability of the core books, since those went on sale in June 2024, during the period where orders seem to have been abnormally slow. Given that, it would probably be prudent to take the 2024 number with a pinch of salt.
They also had the advent calendar thing where a bunch of old products were available for free. That might be part of it.