Common sense ?

So you had rented an expensive place in one of the most visited mall's in Bucharest. And you are paying a huge rent for that. And it's Christmas Eve when everybody goes like crazy and spend their money for gifts. When most shops sell in a week more than in a regular month ( or 2). And what are you doing ? Stop sales and rebuilding the store ?!! ? On Christmas Eve ? Loosing the best 2 weeks of the year ? Well... there is a point when Marketing is powerless in front on lack of common sense. Not that common after all .