Microsoft is expecting a spike in app purchases by the public this holiday season due to increased Windows and Windows Phone devices and the availability of new Microsoft Gift Cards. Gift cards will be available from several different sources, consumers may purchase gift cards in retail stores or electronically, select retailers will include gift cards in their holiday sales promotions or Microsoft and its partners will distribute promotional gift cards with device promotions in select markets.
Also Microsoft has some big expectations around the amount to be spent on Windows Store due to gift cards,
As a result of consumer gift card purchases and promotional programs for Windows Phone 8 and Windows 8.1 devices, we expect consumers to have over $100 million dollars (USD) available in their Microsoft accounts to spend on app and in-app purchases this holiday season.
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Source: Windows blog