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season begins next week. Thankfully, we do not live in a hurricane zone, and tornadoes are scary enough. But we can say we are pleased that MasterCard is teaming up with the state of Florida to promote a new tax free shopping season for hurricane preparedness materials. A law passed by the governor provides tax-free shopping for qualified purchased from May 21st to June 1st. The print advertising running in newspapers in Tallahassee, Miami, Fort Lauderdal and West Palm Beach proclaim: "Battery powered flashlight, storm shutters, and weather band radio: $349 tax free. (a little help before the storm: priceless)." Optimistically this will help some Floridians prepare to weather the storms. Brandweek brought this to our attention, and we prefer to hear about this from a safe distance.
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