Derek Halpern

Thorin McGee is editor-in-chief and content director of Target Marketing and oversees editorial direction and product development for the magazine, website and other channels.

We talk about finding the "ideal" customer so often that it practically becomes a fetish. But that's how you grow, right? You find more people like your ideal customers and get them to be your customers, too, right? What if that idea of an ideal customer is a myth, and chasing it is about as useful for growth as hunting Bigfoot?

Sure, everything is pink and covered in roses. But from the marketer’s perspective, Valentine’s Day is a male-targeted holiday. According to the National Retail Federation, the average male will spend $175.61 this Valentine’s season on gifts, jewelry, roses, chocolate, dates and more. Compare that figure to the average female, who will spend $88.78. While Valentine’s appears to be (and is) a female-centric holiday on the surface, it’s actually the men, in most relationships, who turn the wheels of commerce. Or is it? Who’s calling the shots, anyway? Men spend nearly twice as much as women do on Valentine’s, but does

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