Melanie's Marketing Tip #1 for increased sales...
Most modern LCD's draw uA and not mA (excluding the Backlight). I usually control the Backlight with a spare PWM pin from the PIC so that the user can set their own comfort level for the intensity (do a search on the forum for Easy LCD Contrast or Easy LCD Backlight). Just turning the Backlight to OFF (switching-off the PWM in my case) is enough to reduce LCD Power Consumption by 99.99% and then gives you the right to claim that your product is energy friendly, contributes to saving the planet, reduces worldwide CO2 emissions, is the preferred product of purchase by Tree Huggers, Penguins and Panda's etc etc. Marketing department just loves this crap... the rest of your gizmo can suck your local Power Station dry, but switching that Backlight is the one visible thing that gives the end-user the perception that you're ECO-friendly. If you've got it, flaunt it - after all, you've nothing to lose!