Sure, it's not like casino gambling, but it still is gambling.
At least in my country gambling is defined as a game where the most important factor is chance. And you can't deny pinata buying is based on chance only.
Also, it is designed in a way that majority of people get less worth games so some "lucky" people get games that are worth more. Like 80% of gamblers are donating wins to 20% of winners.
Also, in casino machines, usually your odds of winning arre not known for you beforehand. GOG also doesn't disclose what games are in the pool and if every game has eqaul drop chance. (they most likely do not)
Sales such as these are shady in my opinion and usually happen only in shad businesses like on G2A. com or Kinguin.
You can say that unlike gambling, you always get something in return. But it's not really that true. If let's say casino puts up a rule "every game wins!" and 99% of the prize would be coupons for 50ml of water, it doesnt' make it not gambling.
and yes, GOG sale will not ruin your life, just like buying a lottery ticket will not, but it's still gambling. And since internet gambling like buying loot crates in Free 2 play games is often targeted at children, it may be ruining somebody's allowance money :P
To sum up, it IS gambling, even though it's not casino-level gambling.