3 Smart Ways to Use Valentine’s Day to Grow your Startup

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This article originally appeared in Inc. on February 13, 2018

Valentine’s Day is upon us yet again, which presents opportunities for both romance and revenue. The U.S. Census Bureau estimates that $30 billion will be spent on candy, flowers, and jewelry, not to mention services like restaurants and travel. Many entrepreneurs see this as an opportunity to introduce their brand, acquire new customers, and boost their revenue.

But dangers abound, as a lot of companies waste money during the holidays. How do you take advantage of the Valentine’s Day opportunity on a limited budget? Are you sure you are acquiring the right customers? Can you do this without unintended consequences that can hurt the health of your core business year round?

Take a few lessons from the veterans in the candy industry, where nearly $8 billion, or 23 percent of annual category sales, occur during the days surrounding just four holidays: Valentine’s Day, Easter, Christmas, and Halloween (the largest), per the National Confectioners Association.


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