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This week, Black Friday and Small Business Saturday will represent hugely important shopping days for many retailers. But Gene Marks tells Loren Feldman that the sales those days generate aren\u2019t necessarily as important as the data they generate -- so long as the retailers are smart enough to capture it. Gene also talks about why business owners need to understand that when they sign their tax returns, they\u2014and not their accountants\u2014are responsible for what the returns show. Plus: why Gene loves shrinkflation as a pricing strategy and why it\u2019s not just for those who sell food or products. It can even work for consultants like Gene.