Discounts are a powerful tool — but used poorly, they train customers to wait for sales and erode your brand value. Used strategically, they drive revenue, clear inventory, and acquire customers profitably.
Percentage Off vs. Fixed Amount
Research shows that percentage discounts work better for items under 100 pounds, while fixed amounts (Save 20 pounds) work better for higher-priced items. This is called the "Rule of 100" — use whichever feels like a bigger number.
Free Shipping Thresholds
Free shipping above a minimum order value is the most effective promotion type in e-commerce. Set the threshold 20-30% above your current average order value. Customers will add items to their cart to qualify, increasing AOV without discounting products.
Bundle Deals
Bundling complementary products at a slight discount increases perceived value while maintaining margins. "Complete the look" bundles (shirt + trousers + belt) work particularly well in fashion. The key is making the bundle genuinely useful, not just a clearance vehicle.
First-Purchase Incentives
Offering 10-15% off a first purchase is standard practice and highly effective for acquisition. Make it time-limited (expires in 7 days) to create urgency. Capture the email address in exchange — the lifetime value of that email far exceeds the discount cost.
Loyalty Rewards
Instead of discounting for everyone, reward your best customers. Exclusive early access, VIP-only sales, and birthday discounts make loyal customers feel valued without training the broader market to expect lower prices.
Flash Sales
Short-duration sales (24-48 hours) create urgency and excitement. Promote them exclusively to your email list and social followers to reward engagement. Limit quantities to create scarcity. But use them sparingly — monthly flash sales lose their impact.