Best Buy, Inc. (NYSE: BBY) will be treating some of its best customers to product giveaways and discounts come this Sunday night, when the retailer will open stores to a select group of customers who are subscribers to the retailer's "Rewards Zone" customer loyalty program.

According to The Wall Street Journal, Best Buy's customer loyalty program now includes 24 million members, up from seven million a year ago -- a spike that happened when the company abolished the annual $9.99 program fee for the "special club."

This could inspire more customers to shop at Best Buy during the holiday shopping season, although the company said that overall it expected a less-aggressive promotional environment this year.

The retailer is expecting between 500 and 1,000 customers to show up for special holiday shopping events like this special Rewards Zone night, although it was not clear if that number was nationwide or per store location (I'm guessing it was the latter).

I'm still wondering why competitor Circuit City, Inc. (NYSE: CC) does not have a program like this.