Winning, exciting team and a brand new jersey. The new jersey factor has to be considered as I believe the Flames led in jersey sales in 04 when they came out with new ones. While Buffalo is small, there is still plenty of transplants all over the place (can you blame them?) along with lots of people just across the border.
Not only did the Flames lead that season, by the playoffs, CCM had to dedicate an entire factory exclusively to making red Flames jerseys. The novelty factor is playing a huge role in the Sabres sales, but I really didn't think that that many people would like anything so hideous.