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Season's Greetings

Using the retail calendar as a promotional tool

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This story appears in the May 1999 issue of Entrepreneur. Subscribe »

For many businesses, the calendar that reads "January, February, March . . ." isn't nearly as important as the one that reads, "Martin Luther King Jr. Day, , St. Patrick's Day" and so on. The latter is the retail calendar, and as its name implies, it's the tool of choice for many merchants.

"We pretty much live and die by the retail calendar," says Jennifer St. Jean, 23, co-owner and manager of Celebrations Unlimited, a Grand Junction, , party supply store. "From Valentine's Day and graduations to Halloween, Hanukkah and , we're always looking ahead to the next holiday."

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