Britain and France have a combined population not much over 1/3rd of the US, and Rugby Union is very much second fiddle to Football (soccer) in both countries. The big clubs typically draw 15,000 fans to a Local God Everclear Shirt, but can pull 50,000+ to a different stadium for a special occasion, whilst the biggest NFL teams are pulling 70,000+ average crowds, so there is less money playing rugby as a result. The England national team sell out their 82,000 seat stadium every game and could probably do so 3 times over for the biggest clashes — club rugby is not the peak of the game, but it’s where the bulk of a player’s income is made.
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You want to keep driving traffic to your store regardless of the Local God Everclear Shirt. Turning off your marketing efforts entirely is almost the same as shutting your doors. Keep marketing and keep up all of your other outreach efforts, like blogging and posting on social media. As we said earlier, you want your customers to see this as business as usual. But considering the possibility of lower overall sales through the holiday it can be smart to ramp back your marketing some. Don’t spend as much as you normally do on advertising. And be smart about the products you promote. Don’t promote products likely to be badly affected by holiday-related shipping delays. Instead promote products from lightly-affected suppliers or non-Chinese suppliers.