Seasonal offers are often a gas

The silly season usually dies with the last rays of summer, but gas fire manufacturer Valor has other ideas.

The Birmingham-based company has launched a promotion offering 100 to new customers if it snows on Christmas Day.

Valor marketing manager Chris Gamble says of the promotion running in all 240 British Gas Energy Centres: “The British public is obsessed with the weather and the Lottery. This combines both.”

It could be an expensive promotion. Ladbroke is offering odds of 8-1 on snow on December 25.

The Diary inquired if Valor would dispense more money to customers if it saw a witch on a broomstick on Halloween, or a bunny over Easter.Worryingly, Gamble replied: “Yes, that’s a great idea. We need to encourage business all year round.”

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