I would say in the first several pages of all the items, only avatar has the attraction for new players to make a purchasing decision. The first purchase in game is like a barrier which would possibly followed by more purchase once breached.
If anyone wants to play longer will need an avatar, why dont put it earlier which could also increase the possibility to retain a new player even a slightly bit.
I even got a new avatar for my alt and I'm lovin it's heart shaped butt! Besides I think I saved other players from drawing an ugly avatar by the chance of 1/435