https://i1.wp.com/static6.businessinsider.com/image/5910dcc873f2f351008b4747-1200/as-early-as-the-mid-19th-century-retailers-have-used-events-like-christmas-displays-and-celebrity-author-readings-as-a-way-to-market-their-products-storys-jet-event-with-alcohol-infused-ice-cream-cocktails-and-a-dj-for-example-will-be-a-21st-century-update-to-that-concept.jpg