Easter is here already. It has been here since February.

What's next? Christmas starting in July? After all, we already have Christmas in July - why not link this through to Christmas in December? Saves having to restock the shelves and pull down the decorations.

A special something is often special because it is not everyday. When we turn something special into the everyday, often motivated by greed (for more of the good stuff or to make more money), we devalue the very thing we value.

If you want to do something special for select customers, don't do it for everyone! The fact that many people will miss out is what makes it special.