Losing profit for one 1/4, then making money the other 3 is how many businesses are run all year long. We would be fine.
And Retail business, which becomes our largest client this time of year has been doing this for a couple of decades now.
Bottom line is that if we spent more money on peak, maybe at a loss for the quarter, then made money the rest of the year, out profit would be just fine, so long as we aren't too far upside-down. There is not one business in the world that makes money every day, or every quarter. Saving face is worth money the rest of the year. Remember 2013? Not all of those customers have come back.