Build a Bear

Today is national teddy bear day so build a bear was offering 2 of their signature bears for only $5, limited supply. Anyways they allowed each person to purchase 5 of them and they could just pay now and come back later to fill them, this was so they did not have to wait in line. Anyways as I was leaving with my daughter and her bear, 2 hours in line, they were already sold out. There were still tons of little kids in line waiting for a bear that now were all gone. This just bothered me because I feel if the supply would be sold out so quickly, less than 2 hours, they should have set more limits. Maybe only one per person or say you had to fill them today not just whenever you wanted to. I know not super controversial just curious what others think?