Our previous discussion led us to formulate Minimum Goals, Actual Goals, and Stretch Goals. Consider that those are Annual Goals. It is a temptation to take those Annual Goals and divide them by 13 (counting the holiday season as two months) to set monthly goals. That is a simplistic handling of them. However, that method does not consider the actual ebbs and flows of the industry. Valentine’s Day and the holidays of Christmas or Hanukkah represent the potential for increased sales volume. Additionally, occasions such as engagements, weddings, birthdays create opportunities for greater monthly sales volume. Other months tend to create greater challenges to keep sales on an even keel or to surge ahead of projections.