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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