Handbellists please explain.

So I am at the mall (the Apple store, obviously), and Kim and I just came out of a department store. In this store, we saw the following sign:

BELL RINGERS
The Perfect Holiday Gift
50% Off

Below this sign were...no, not handbells. Bracelets. Later we saw the same sign, and it was above...socks.

We do not understand. Help please.