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Home Depot Black Friday Ad - In Spring?

Recycling of the November/Holiday Winter ad pricing theme? Poor ad planning? No one running their email marketing department? It is rather curious why any retailer would use the Black Friday phrase in a season other than after Thanksgiving day. Even the US Post Office knows that Mother's Day weekend is the busiest parcel shipping "season", which outpaces Black Friday. What do you think? 
2014-04-03 Home Depot Spring Ad

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