I probably have looked at too much stock photography, because the first thing I thought of when I heard Leap Day was a bunch of caucasian corporate people jumping in the air:
Is there really anything special about leap day? Do leprechauns emerge from the ground to bless us with unicorns? Nope, just that it’s just a big deal because it’s rare. Once every 4 years.
We are fascinated by rarity.
We look for the exception.
We pay more for remarkable things and people.
How can your business be more unique?
If you’re the same as your competitors, customers can beat you down on price.
If you’re different, you own your value, and you set your own price.