1. A method for providing an item to a user who has purchased a user device but has not yet been assigned a particular user device, comprising: under control of one or more computing devices configured with computer-executable instructions, receiving, by the one or more computing devices, the user's purchase of a user device; establishing a virtual account associated with the user prior to assigning a particular user device to the user; receiving a purchase of an item by the user; adding an entry associated with the purchase of the item to the virtual account, the virtual account not yet being associated with a particular user device; assigning the user device to the user; and upon assigning the user device to the user, associating the virtual account with the assigned user device.