CEO Arnold Greenberg promised in late September to ship by "mid-October", but claimed that Adam was "not, primarily, a Christmas item". Each month of delay could mean losing the opportunity to sell 100,000 units, the magazine reported, adding that missing the Christmas season would result in "inestimable losses". Ahoy! reported that Coleco had not shipped by early October because of various problems.
In August it promised to ship a half million Adams by Christmas, but missed shipping dates of 1 September, 15 September, 1 October, and 15 October. In June, Coleco promised to ship the computer by August. The Boston Phoenix, observing that Adam's $600 price was comparable to the lowest price for a letter-quality printer alone, stated "a nice trick if they can do it!" It was a trick the computers were shown behind tinted glass that hid the fact that they were hand-made and had non-working tape drives. the two groups that really fuel computer purchases", and print advertisements in nontechnical publications like Time and People. The company announced an extensive marketing campaign, with television commercials for "boys age 8 to 16 and their fathers . Competitors such as Commodore and Atari almost immediately announced similar computer-printer bundles. The Adam announcement received favorable press coverage. From the time of the computer's introduction to the time of its shipment, the price increased, from US$525 to $725. Coleco announced the Adam at the Summer Consumer Electronics Show (CES) in June 1983, and executives predicted sales of 500,000 by Christmas 1983.
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