T.S. Eliot famously declared that April is the cruelest month, but for most students, February stands out as the year’s gloomy nadir. Those in temperate climes have two more long months of dark, sleety nights before spring arrives. Midterms loom for all. That’s why this month’s marketing plan is devoted to helping you transform your store into a cheerful mid-winter refuge. Plan a February Feud, a riff on the classic gameshow that will brighten the month and offer students the best cure for the blues: Laughter.