For the web and in game store maybe we could have starter packs for all the races? With purely cosmetic items but related to each race. For example undeads could buy a starter pack with a greenish/grey tabard and some bone trikets to decorate on parts of armour like the shoulder pads and stuff. Elves could get green/blue tabards and leaf trinkets and so on.
For holidays there could also be limited items (as in available only during the holiday season) like new mounts, apparels, etc. that would be related to the season but nothing too crazy because its a bit weird seeing characters fully geared and looking super cool ready for battle then suddenly you turn arround and theres someone in a carrot outfit using a gigant bunny as mount that they bought during easter holidays