Irene Keys, 61, of St. Petersburg, doesn't consider Valpak junk mail, and always riffles through the blue envelope when it arrives. She saves some of the coupons for her daughter and tosses the rest.

Sometimes you take for granted everything behind the scenes, but just a thing like mailing out the tickets is such a huge project, and I'm happy to be part of it. It's cool; 81 days out, we're getting ...