I suspect this will be a very noisy channel, unless/until there are additional options (e.g., to subscribe only for specific product categories, geographical areas, etc.)
The company announced @earlybird Exclusive Offers, which will be time-sensitive deals on products and events that will appear on the @earlybird Twitter account. People can follow that account to get access to the deals.
The idea borrows from private and limited-time sale sites, like Gilt, Groupon and Woot (which Amazon.com recently acquired), a recent trend in online shopping. It also takes advantage of what companies like Dell, which attributes millions of dollars in sales to posting deals on Twitter, are already doing.