Opening night/day of whatever is often a fun event. It's a new experience, even if it's just new this year. There is the anticipation that has built up for some time, along with the camaraderie of being among the first to be involved. I would never wait in line for the opening of even a grand gas station, but I've been to opening day of a sports season, opening night of an arts series, opening night of a movie...openings are fun, if you're interested in the product becoming available.
And yeah, some people are weird and materialistic in a ways that offense my sense of normalcy. But I ride bikes in my free time and to commute, and there are few more obvious signs of weird in America than that.