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When I drive through a community that I don’t know at night, if there are no lights in the holidays or any time I get the impression that the place is dead at dark - and maybe during the day, too. But if the shops all look inviting I make a note to return in daytime.
Savvy retailers everywhere use lights to draw attention to their wares, to draw people in. The cost in most cases is minimal but equivalent to having a round-the-clock advertisement working for you, which makes it a pretty good investment.
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