Jeff Dennis loves holidays. Not just Valentine’s Day, Mother’s Day, and Christmas—the marquee holidays on the jewelry retailer’s annual calendar—but specifically those oft-overlooked, even “unofficial” holidays he can leverage to bolster his namesake jewelry store in Gardendale, Ala. Over the past dozen years, Dennis has used second-tier holidays to drive business to his 3,700-square-foot operation, unleashing strategic promotions that have showered his store in notoriety and revenue. In November 2012, for instance, Dennis offered a full refund if either the University of Alabama or Auburn University posted a shutout in the Iron Bowl, a treasured annual “holiday” in Dennis’ football-crazed state. When the Crimson Tide shellacked the Tigers 49–0, Dennis refunded some $55,000 to more than 300 customers who purchased jewelry the week before the big game, a pay