Branding matters. If your brand is a light that flickers, you might want to consider the old adage penny wise, pound foolish. As a consumer, why would I choose to shop at an establishment that has flickering lights when I could shop at a different one that did not? Unless of course, I had no choice.

But then, a wise entrepreneur would recognize paying extra to have non-flickering signage would attract some customers.

Flickering lights can induce migraines in susceptible people, so literally, saving a penny here actively drives away business.