Tying your news to major or minor holidays like Christmas, Valentine's Day and Mother's Day can help you generate publicity for your business, but it means competing against other businesses that are doing the same thing.
It encourages people to shop locally.
Participating small businesses celebrate, too, with special sales and other promotions.
American Express even gives them free marketing packages with logos, banners, signs and social media templates.
That's when patrons can enjoy a poetry-a-thon, learn about new authors, and come for lots of giveaways including cake, champagne and free books.
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