More than 100 million people supposedly watched yesterday's Super Bowl. I was not one of them (I don't care for football). I went grocery shopping during game time, just like last year, and enjoyed unobstructed aisles, neatly stacked shelves, and swift checkout.

Going against the grain often has advantages. Hotels may cut great deals for groups on Christmas eve, Christmas day, and on many weekends in January (in cold climes). Taverns want to fill empty barstools on Monday nights, and restaurants just can't fill all the tables at the end of July or beginning of August.

If your group is composed of a demographic that differs from the majority, take advantage of it. You may be able to save money and offer your members more than they expect.