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I signed up at Similac, Enfamil and Gerber as well and I just started receiving cans of powdered formula and coupons in the mail. You can also get them from your childs pediatrician and your doctor if you ask for them.
I had a baby registry at Target and received a coupon book in the mail for a free Newborn 6-pack of Enfamil too. I know that Enfamil often has $5 off coupons (the most recent one was posted on here somewhere, but I think just ended)...which made the 6-pack almost completely free too (I think I paid $1).