PHOENIX -- Smitty's Super Valu turned Mother's Day into a major selling opportunity by running an 8-page color newspaper insert two weeks prior to the holiday. "Although we started running this ad the week before, on April 27, we know many shoppers wait until the next week to do their shopping, and for us, Mother's Day is always a second-week promotion," said Lori Helm, a general merchandise buyer. "Mother's Day is pretty much a last-minute holiday, where many people shop as the holiday ...

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