I think that some stores give them away and some others require a $10.00 purchase in Upper Deck products. It depends how strict the store manager cares about the Upper Deck directives. By comparaison, last season, Topps National Baseball Card Day packs were in a self-serve box on a counter in one of the stores I visited, then you needed to ask for them in the second one and the third store didn't had them at all. It is pretty much the same with these Upper Deck hockey cards.
By the way, the next Topps National Baseball Card Day is August 7th.
SET BUILDER: Baseball ◉ Hockey ◉ Misc. Sports ◉ Non-Sport & Oddballs
PC: Felipe Alou ◉ Derek Aucoin ◉ Steve Begin ◉ Jennifer Botterill ◉ Kevin Dineen
L.D.T. ◉ Bob Kudelski ◉ Manon Rheaume ◉ Gabriela Sabatini ◉ P.J. Stock