New products generally go on sale at 11:00 AM (JST) on the release date on the Hobonichi Store. 

The Add to Cart button will appear at 11:00 AM on the release date, and you'll be able to place your order. 

If the Add to Cart button doesn't appear by 11:00 AM, your browser may be loading a cached version* of the site and displaying a page from before the sale began. 

To view the latest version, clear your browser cache and then refresh and reload the page. 

For detailed instructions, please read "The cart button isn't appearing even after the sale time has passed." on the Hobonichi Help page, or refer to your browser's Help section. 

*"Caching" is a browser feature that saves pages you've viewed on your computer, reducing the time it takes to view them again.