Kevin Hillstrom's Dear Dr. pROfIt: Planning Holiday Sales Forecasts

Dear Dr. pROfIt: Last year we scheduled our big spring sale event the week after Mother’s Day, and it was a huge success. This year, we decided to move the event to the week prior to Mother’s Day, and it missed expectations by 20 percent. Did moving the event one week earlier cause the problem? Was it the economy or something else?