I don't understand why free rent weekends are so random.
I think it's a smart business move
to give free rentals 3 times a year:
- during The Masters weekend
- during the U.S (or British) Open weekend
- during Black Friday weekend
and they always get a huge spike in sales during these,
so I don't see a reason not to permanently set them at constant dates,
it's a win win situation all the way.