i agree money going to the source is a good idea. however if you do sell exclusively through your site then you will be losing sales from elsewhere. Not everyone will know they have to buy form the site. Others will just not bother because either they forget or it is just isn't from their usual source.

Best bet would be to sell promos thorugh the webiste so people can get them early direct.

You don't want to end up being out of pocket from it at end of the day.