What strategy does a distributor use by placing Valentine's Day candy on shelves four weeks before the holiday?

The strategy being employed by placing Valentine's Day candy on shelves four weeks before the holiday is known as pulsing. Pulsing refers to a promotional strategy that involves periods of increased advertising activity alternating with periods of lower activity. This approach allows businesses to maintain awareness and create excitement about a product as the holiday approaches, capturing consumers' attention ahead of time and encouraging early purchases.

By making the candy available weeks in advance, the distributor can take advantage of the build-up to Valentine's Day, ensuring that customers have the opportunity to engage with the product and make their purchases at their convenience. This is particularly effective for seasonal items, as it helps to establish a presence in the market before peak buying moments occur.

Other strategies do not fit this scenario as neatly. Sampling would involve giving out free trials of the candy, skimming focuses on setting high prices initially to maximize profits from certain segments, and maintaining typically refers to keeping a steady flow of sales rather than a strategic marketing push that leads up to a specific event.