Even if they got a 100% increase in spending between now & the end of the year (which is so large and unlikely that no-one in their right mind is currently predicting it) that wouldn't even bring that $200 million up to * half * the claimed $1 billion sales the BDA said they expected.
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...there this holiday season which is called...i dunno...
Christmas??
I would say that at least 25% of overall sales probably occur from late November and December...
Not to mention Boxing Day as well! That's probably when I'll be stocking up as we up here in Canada have HUGE discounts.
Even if they got a 100% increase in spending between now & the end of the year
(which is so large and unlikely that no-one in their right mind is currently predicting it)
that wouldn't even bring that $200 million up to * half * the claimed $1 billion sales the BDA said they expected.