What they should be doing is offering a free upgrade to the digital delux version as an in-game only special for Black Friday. Their advertisers could go on about what a great time it would be to buy the game if you didn’t already have it.
Unlike the things people have been making comparisons to, giving existing players special items that are already part of the game anyway costs the retailer nothing at all.
If they offered the “upgrade” to everyone, they would gain the same benefit (hopefully selling a few more copies of their game on Black Friday) while making their existing customers happier.