how does "your shop" determine what to give you?

because there are like 3 different things i wanted and "my shop" isnt giving me anything i care about at all in fact my 60 and 70% discount are on champion i haven't even played once in a pvp rift game. and only 2 of my "discounts" are on champion i actually even PLAY. how is these even determined? i mean it clearly knows they TYPE of champions i play as as they are all "mage type champions" but.. Im not going to buy a skin for a champion if i dont play the champion. close riot... but unfortunately... not close enough.
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