As far as the back to school quarter uptick, you miscalculate. The dead of winter back to school uptick is almost certainly exceeded by the "spring break," subsequent quarter uptick ya think? IMO the 10% off could well be coordinated to take advantage of these purchases and be coordinated with a social media push as much as have any negative implication.
I think the next 3-6 weeks marks massive buying in this industry over a very short time period
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