A one-per-customer policy doesn't necessarily mean the product is selling out everywhere.
For the first time ever, my local retail store has placed a purchase limit on a Star Wars: Unlimited set. Customers are currently limited to one Ashes of the Empire Booster Pack per person.
Unfortunately, I completely forgot to stop by customer service and purchase a pack when I was at the store this past weekend. By the time I remembered, I had already left.
What makes the situation particularly interesting is that this doesn't seem like a set that is currently experiencing especially high demand. While Star Wars: Unlimited has developed a dedicated player and collector base, Ashes of the Empire doesn't appear to be facing the kind of widespread shortage or buying frenzy that would normally justify putting a one-per-customer restriction in place.
That makes the decision by the store somewhat puzzling.
What's even more curious is what is happening on the same store's shelves with other trading card products.
For comparison, Magic: The Gathering's The Hobbit Play Boosters, which appear to be attracting considerably more interest, are sitting on the store shelf with no purchase limit at all.
That creates an unusual situation. A product that appears to have stronger demand can be purchased freely, while a Star Wars: Unlimited booster pack from a set with seemingly lower demand is restricted to one per customer.
Of course, there could be factors that aren't visible to shoppers. The store may have received a particularly small shipment of Ashes of the Empire, may have been given specific allocation instructions, or could simply be experimenting with purchase limits to make sure more customers have an opportunity to buy the product.
If you're looking to build a deck, you may be better off purchasing a Booster Display Box from Amazon.com instead. A display box contains 24 Booster Packs, giving you significantly more packs to work with and making it a more practical option for players looking to expand their collection or find cards for deck building.