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In the 90's I was the first to implement a Ladies' Day program at adult bookstores, where women would receive 20% off purchases, typically on Wednesday since it was traditionally a slower business day. Back then we always struggled to get women to come into the stores, as they had a mental image of them being unsafe and a place where they would be harassed. That is why home toy parties became so popular, even though the vibrators and toys they sold were marked up double what we sold them for. When they would finally come in they were shocked at how clean and safe the stores were, and how much cheaper we were. I knew if I could get them in the door it would change their perceptions and they would become regular customers, so for all 20 stores we started running ads in local newspapers and on TV for the Ladies' Day promotions, and sure enough it worked like a charm. I would get huge groups of women come in together and buy damn near every vibrator off our walls. Within a few years all of the big chains copied and it became a pretty standard thing in that side of the industry...
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