BFCM Pricing Strategy: 6 Amazing Real-world Examples (+ Proven Psychological Tactics)

Inflationary pressures across the world and heightened competition across eCommerce categories mean just one thing for BFCM sales: pricing needs to stand out and how!‍

This is an element that’ll make or break the conversions you create over the Black Friday weekend. 

But the good news is there’s a massive opportunity: when Statista surveyed shoppers in 2019, 90% of them clearly knew about the sale event and more than 43% were intent on purchases.

So, you can imagine the impact your store can create to nurture intent and interest of this proportion. 

And that’s why, in this post, we’ll be covering:

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Let’s begin, shall we?

6 eCommerce Brands That Have Aced BFCM Prices (+ Lessons to Learn)

1. ASOS

When it comes to BFCM prices, fashion brand ASOS spreads itself far and wide, to catch as many segments without creating leaks in the funnel. 

To this end, they combine the following strategies to stay right on top of the shopper’s mind:

💪 Stacked offers: Known for their sitewide sales that often run up to as much as 70% during Black Friday sales season, ASOS also throws in category & brand-specific discounts to nurture repeat customers. To make this more compelling, they often use charm pricing to make prices look more shallow, especially to those who’re on autopilot shopping mode. 

💪 Final clearance: In the later stages of BFCM, which often show up after the actual weekend is over, ASOS gives a plot twist to their sitewide discount and renames it as “final clearance”. For the initiated, this is a final call to grab as many pieces before the season officially ends. 

Lessons from ASOS’ BFCM pricing strategy:

👉 Use AI to allocate personalized discounts: ASOS uses a combination of machine learning and data analytics to  serve shoppers with discounts & offers that have closely to do with their past browsing habits as well as preferences across products & categories.

👉 Integrate your loyalty program with BFCM price drops: With their ASOS.WORLD loyalty program, the brand features tiered benefits to shoppers based on how far along they are in their customer journey. Early access to product drops and curated collections are common during the season — and every year, the brand is able to leverage this sale event to deepen loyalty across shoppers. 

2. Brooklinen

When it comes to Black Friday sales marketing, Brooklinen makes sure every shopper has something to be wowed about. 

This is the reason why they bring in multiple tactics together to make their BFCM pricing model work smarter:

💪 Bundle deals in addition to sitewide offers: Known for bundling deals across the year, Brooklinen amps this approach up during Black Friday marketing to let shoppers stack these over their sitewide offers. And because these offers are on relatively high-ticket items, it becomes extremely compelling for the average shopper to make the most of this time. 

💪 Free gifts with every purchase: The brand also leverages BFCM sales to deepen brand loyalty in shoppers who’re at the top of the funnel. And to this end, offering a free gift on any purchase seems like a good deal to shoppers. 

Lessons from Brooklinen’s BFCM pricing tactics:

👉 Offer promotions on channels shoppers actually use: Brooklinen ensures their Black Friday pricing strategy stays relevant by talking about it on channels where shoppers are most likely to access them actively in order to convert. This creates a frictionless UX for new and existing customers alike, reducing customer acquisition cost indirectly in the long run.

👉 Incorporate free gifts (without breaking the bank): If the thought of giving away a gift for every BFCM purchase is already making you cringe, you’ve got to go deeper into what Brooklinen is actually doing right. They don’t choose just about any product as a free gift — they choose a low-cost-high-perceived-value one (a tote bag). You could, on similar lines, get brand merchandise printed on products like keychains, branded stickers or even phone wipes. 

Further Reading: Marketing Lessons from 10 Great DTC Brands

3. MeUndies

eCommerce underwear brand MeUndies uses a multifaceted pricing strategy for BFCM leading to not just conversions but also higher engagement that continues to drive organic traffic to the store around the year.

Here are the tactics they use in conjunction to one another:

💪 Low pricing of bestsellers: Around peak BFCM sales, MeUndies often slashes down up to 50% on products that sell really well, creating a mad rush from shoppers who wait for Black Friday prices to fall.

💪 Limited time deals on specific products only: This is what we’d call a strategic use of the flash sale, working as a great strategy in the backend to lighten the load of otherwise slow-moving inventory.

💪 Tiered discounts to drive up AOV: The brand takes inspiration from their year-round BOGO deals to create a tiered discount structure with proper thresholding so that it’s a win-win both for them and shoppers. 

The following is an example of their BFCM homepage hero header from the 2020 campaign:

Lessons from MeUndies’ Black Friday pricing model:

👉 Occasional time-sensitive flash sales only: This ensures shoppers don’t underestimate these offers, which are often key ways for you to get sales at a crowded time like this. 

👉 Help shoppers go for more “add-ons”: MeUndies intentionally keeps starting prices really low for BFCM (sometimes sock prices start as low as $7 for the season). This helps shoppers see more products as easy add-ons, increasing the basket size rather organically. 

4. Bed Threads

Over the years, most eCommerce brands have led us to believe that a sitewide offer is perhaps the best way to create hype around BFCM prices. 

But bedding brand Bed Threads veers away from it with a vengeance. 

And this is how they manage to do it:

💪 Category-specific discounts: The brand picks high-selling categories to apply these discounts. These categories include bedding and loungewear, targeting customers more interested in those specific categories in a more precise way. 

💪 Last-chance pricing for specific products: Bed Threads creates a separate section on their store to push products that are limited stock because they’re on clearance now. The brand is known to offer clearance discounts of up to 40%. 

The following is a BFCM pricing example from one of Bed Threads’ emails citing personalized discounts based on shopper behavior and preference — notice how the discounts mentioned are on linen and bedding bundles.

Lessons from Bed Threads’ BFCM pricing tactics:

👉 Use different discount levels across categories: While it may not seem like it at first, we’ve seen such an approach to deepen exploration, so much so that shoppers end up buying from categories they may not have initially considered. 

👉 Promote bundles at a deeper discount: This is can be a great value-add to your BFCM pricing mix if your long term goal is to increase AOV and reduce acquisition costs. It also helps new customers experience more of your brand and get a great price to do so as well.

👉 Create “last chance” badges for specific products: What’s interesting is that across our A/B tests we’ve found both bestsellers as well as slow moving inventory to benefit from a move like this. 

5. ROKA

When it comes to elevating BFCM marketing through price leveraging, eyewear brand Roka is smooth as butter. 

Here we round up a number of tactics they use in conjunction to make their Black Friday pricing strategy drive sales:

💪 Bundle offers: Clubbing complementary products together into a bundle and lowering prices is how Roka targets higher buying intent during peak BFCM selling season.

💪 Strategic discounting: This isn’t a brand to do blanket discounts during Black Friday. Instead, Roka applies discounts only on higher margin products and SKUs that are overstocked.

💪 Early flash sales: One of the creatice strategies for BFCM pricing that Roka takes is to feature early flash sales on products and categories that do reall well around the year. This ensures they cut out the noise while nudging shoppers towards their bestselling items.

In fact, the following email is an example of the above. It features a 72 hour flash sale on their bestselling category of sunglasses with a discount of 40% off.

Lessons from ROKA’s BFCM pricing strategy:

👉 Let data drive a dynamic pricing strategy: Roka uses data and analytics before and during BFCM to decide which product categories & products should carry discounts based on real-time demand and inventory levels. They also use this approach to discern how to extend their discounting period in some cases even after BFCM is over.

👉 Feature more bundled offers to improve product exposure: It may sound like bundle pricing helps shoppers buy more only during Black Friday. But in reality, this is as much about exposing shoppers to new categories and product types that they may come back to buy again outside the Black Friday sales context.

Further Reading: 14 Common CRO Mistakes eCommerce Brands Make

6. Glossier

Unlike many other eCommerce brands for whom BFCM pricing is just another great way to get conversions, for Glossier it’s “the thing”.

And that’s because this is the annual sale that the brand participates in. 

Let’s look at how they make their Black Friday pricing techniques work in favor of conversions:

💪 Threshold-driven additional discounting: Because of a once-in-a-year sale, this is a BFCM pricing tactic that really works in favor of Glossier. For Black Friday 2024, for example, they featured a 25% off sitewide, but when people purchased over $100, they got an additional 5% off. 

💪 Threshold-driven free gifts: Similar to above, the brand decided to bring more spunk into the sale by giving out free gifts over a certain purchase threshold (in 2024, it was a free candle when shoppers bought products worth over $125.)

💪 Special bundle pricing: The brand launches curated bundles during Black Friday, optimizing conversions through deep personalization. And since they apply discounted pricing to these, high intent shoppers end up buying.

A major reason behind Glossier being able to drive up sales through strategic pricing on Black Friday is the kind of coverage they get on magazines like Elle. The following is a snapshot from an article Elle did last year to bring together a list of favorites from the magazine’s own experts:

Lessons from Glossier’s BFCM pricing tactics:

👉 Create “real” urgency during BFCM: Glossier proves that less is more in this department. They don’t host multiple flash sales or discounting events across the year. So, even when they declare a relatively smaller 25% off over 5 days, serious customers make a dash to buy.

👉 Feature multiple thresholds for incentives: Instead of stopping at a sitewide discount or even featuring personalized discounts for shoppers, Glossier sets incentive thresholds in a way that shoppers will buy extra to get that free gift or that additional X% off.

Top 9 Black Friday Psychological Pricing Tactics for 2025 (+ Ways to Apply)

1. Higher Value at a Higher Price

While deal hunters love this Black Friday pricing tactic (unknowingly of course), value hunters love it more. 

And it’s for the simple reason that as an eCommerce brand you’re able to: 1) give them a reference price point and 2) lead them to the “best value” through comparison. 

For example, if a coffee brand introduces three options across product pages, which go something to the tune of: 

1 bag ––> $ 19

2 bags ––> $ 32

3 bags ––> $39

…which do you think they’re most likely to choose?

Most people would choose the last, because the decoy “2 bags” instantly shifts shopper attention to a better value without the incremental price going up so high.

Tips to apply this BFCM psychological pricing technique:

👉 On product pages: Put the higher-priced item first so that shoppers begin the comparison with a higher price point, and can dial back once they see a cheaper price isn’t necessarily better value.

👉 On social ads: Use differing product visuals side-by-side within the same frame, and mention the tiers clearly. Having a unifying caption like “Why pay $59 for 1 when you can get 3 for just $109?” can instantly draw in shoppers with a lower attention span. 

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👉 On email: Pay special attention to how you frame subject lines if you’re driving opens by applying this tactic — something like “3 for the price of 2 (BFCM Exclusive)” or “You’ll never buy just one after seeing this…” works really well. 

2. Bundle Discounts driving Value Perception

As long as this BFCM pricing tactic applies to products shoppers really want to take home, it’ll work wonders. 

The idea is to reduce their cognitive load and make them say, “Phew! Finally a bundle that can help me solve problem 1, 2, 3 and so on, all at the same time!”

However, a key point to note here is to make bundle pricing work for BFCM — because if it’s exactly like any other time of the year, shoppers are more likely to experience deal blindness. 

Wellness brand Happy Tuesdays, for example, pushes “packs” where more quantities of the same product are bundled. What they do effectively is to create clear value perception by calling out what a higher-priced bundle offers apart from a better price. They also don’t make the UX mistake of pre-selecting the bundle with the “best value,” making shoppers feel more in control:

Tips to apply this Black Friday psychological pricing tactic:

👉 Frame the value around convenience & gifting: While during non-BFCM season, shoppers will anyway act to a “Buy 3, save 20%” hook, during BFCM, you’ll have to draw them in with something like “The Holiday Starter Kit.” This can instantly enable shoppers to move from just doing “discount math” to seeing the utility and “gifting possibilities.”

👉 Always show per-unit savings: This becomes important as a Black Friday pricing strategy because shoppers are inundated by deals and there’s got to be a very good reason for them to choose your store. So, simply stating “Single: $59 each   Bundle: $109 for 3 ($36 each)” can go a long, long way in driving conversions. 

👉 A/B test between a pure discount & adding a free gift: This is a move many clients have benefited from because how customers respond to “extra value” vs. “extra savings” largely depends on niche, segment psychology and even ticket size. Within the test, make sure all other factors like creative, ad targeting hook and email copy remain the same. 

Here’s an example of how your variants for the above can look like:

Variant A (Pure Discount)

“Buy 3, Save 30%.”

Variant B (Free Gift)

“Buy 3, Get a Free Tote ($25 value)”

Further Reading: 15 Product Bundling Examples That Convert (& 9 Proven Ideas)

3. Premium Pricing to elevate Cheaper Options

Let’s face this squarely: during peak Black Friday sales, those who’re looking to spend more also love it when they land a good deal. 

And this is why leveraging premium pricing to then drive attention towards mid-tier pricing is a great BFCM pricing strategy. 

Let’s say you run a menswear brand, and for BFCM conversions, you’re putting jackets on sale. In this scenario, leveraging premium pricing can look like the following — note how the shopper’s perception gets set with $499, so that $299 begins to look like a great price to chase:

Premium Jacket: $499    Mid-tier Jacket: $299     Entry Jacket: $149

Tips to apply this BFCM psychological pricing strategy:

👉 Pay attention to the “badges”: This is especially true for product pages, where marking the mid-tier option as “Most Popular” will direct shoppers with a subtle social proof angle. 

👉 Framing of comparison messaging key for ads & retargeting: Even in the messaging bring the premium option first, like an ad could read like: “Premium at $499. This BFCM: our best-seller just $249.” To retarget browse abandoners, messaging like “Loved our $499 jacket? Good news — our best-seller is only $249 this weekend” works rather well. 

👉 Email copy to draw similarities with premium option: You can do this by highlighting features that are common between the premium price and the mid-tier price. Something like “Same Italian leather as our $499 premium, but $249 this BFCM” can be compelling. 

Further Reading: Luxury eCommerce Product Page - 20 Best Examples

4. Scarcity-driven Price Presentation

Loss aversion is anyway high in shoppers across the year — but during the peak of Black Friday sales, it takes on a different form because the knowledge of sheer choice & availability kicks off FOMO. 

When it comes to the way you set prices for BFCM weekend, there are three kinds of scarcity presentation that you can leverage:

a. Time-based scarcity pricing: This is believable for most shoppers because of the limited-time nature of Black Friday itself. So when you release pricing messages like “Extra 20% off for the next 4 hours” and “Deal ends at midnight tonight,” shoppers lap it up. 

b. Quantity-based scarcity pricing: Inventory moving fast again is a no-brainer during Black Friday Cyber Monday. And that’s why when shoppers look at messaging like “Only 50 bundles left at this price” and “First 500 customers get this price, then it goes up,” 

c. Exclusivity-based scarcity pricing: Shoppers can never forget that “inner circle” feeling, especially when it also rides alongside BFCM pricing, letting messaging like “VIP Early Access — 24 hours before it goes public” and “Only available to email subscribers” work really well.

Tips to apply this BFCM eCommerce pricing model:

👉 On the storefront, it’s all about dynamic messaging: Make it believable and reflect real inventory through messaging like “13 people are viewing this now” and “Last 10 left at this price” to avoid sounding fak. 

👉 In emails, reflect “real constraints”: Brand-led BTS messaging like “Our warehouse can only release 500 sets at this price” is likely to fly rather well across social channels too!

👉 In ads, time-sensitive language needs to be “specific”: State real and exact numbers and even combine this specificity with social proof to create more impact, something like “Over 3,000 sold already — only 300 left!”

5. Free Gift with Threshold Pricing

Through this Black Friday psychological pricing tactic, you’re moving the needle from “discount hungry” to “perk loving.”

On the other hand, a free gift tends to register as “extra money” than “less spending.”

What’s super important to get this pricing tactic for Black Friday right though is to:

a. Align gifts with holiday mode: be it travel sizes or gift wrap kits or smaller versions of limited edition products you’re pushing during the BFCM weekend. 

b. Signal the gift’s price & value: Messaging like “Free Gift worth $40 - Original Value $60” helps anchor the worth of the gift alongside the amount shoppers have to spend, making it more convincing.

c. Nudge a bit more with a countdown timer: People don’t pay attention unless they have something to lose — so messaging like “Free Tote with purchases over $100 for the first 100 customers” along with how many people have the tote in their carts can really help.

Here’s how Kiehl’s put their Black Friday threshold pricing strategy work with compelling free gifts that few shoppers across the funnel would be ready to refuse:

Tips to apply this Black Friday psychological pricing tactic:

👉 Mention the offer prominently on the notification bar: When shoppers see messaging like “Free Limited-Edition Tote with $100+ Orders — While Supplies Last” keeps this BFCM pricing model top of mind after visitors land up on the site.

👉 Retarget cart abandoners with the threshold & gift: Use a hook like “You’re just $12 away from your free gift — don’t miss out” and have it ride product recommendations they’ve abandoned or browsed. 

👉 Ensure shoppers have takeaways about the gift: For example, if it’s an eco-friendly tote, feature icons that improve the perceived worth of it like “Sustainable,” “100% Organic Cotton” and “Fair Trade.”

6. Limited Time Price Contrasting

This is a kind of psychological pricing technique for Black Friday that’s meant to attract shoppers to a “fleeting price” but with reference. 

Imaging a pricing structure like: Was $199 → Now $99 → Back to $149 after Monday

However, the real success of this BFCM pricing structure lies in believability — if shoppers find it fake, they may skip the deal altogether. 

a. Feature real & recent prices: Shoppers pick up on unrealistic price inflations super fast —  which is why providing a microcopy link with “Our previous prices” can be helpful. 

b. Use dynamic badges: These work as visual cues to help shoppers see that the price window is indeed narrowing — introduce “Price Was,” “Price Now” and “Price Later” badge highlights to help differentiate between items especially if you have a bigger BFCM catalog.

c. Segment returning customers: Messaging like “You viewed this at $199 last week — today only $99” can anchor regular shoppers in how deeply the price has fallen. 

Here’s a visual example of how this works for brands that feature promotions across categories during the Black Friday sale weekend:

Tips to apply this BFCM psychological pricing technique:

👉 Create price ladder banners: Show these on the homepage, category pages as well as a distinct visual panel within the primary navigation.

👉 Offer live price updates over email: Send emails when the price moves up. Messaging like “Missed Friday? Price now $149 — final hours” can really get more people to add to cart and checkout as well.

👉 Create price change anticipation across ads: Messaging like “Now $15 — price jump coming in tonight!” can speak swiftly to high intent shoppers lurking as paid traffic.

7. Urgency Pricing for a Captive Audience

The reason this Black Friday pricing structure is appearing in this list is because it’s way different than showing urgency to colder audiences like first-time visitors to your store. 

Here we’re talking about loyalty program members, email subscribers, SMS subscribers as well as a separate list for VIP customers. 

To get this flying, you’ll have to structure it well from Black Friday right up until Cyber Monday:

a. Thursday night / early Friday morning (for VIPs): Whether you feature an exclusive section on the homepage or send an email, ensure the messaging features the countdown clearly (like ““Ends in 8 hours or when 500 sold”). Also make sure the CTA clearly specifies that it’s “VIP access”.

b. Saturday / Sunday with a mid-tier discount: To leverage this layer, create urgency through a “price to rise at midnight” hook. Stock-based scarcity messaging ties in well with mid-tier discounts.

c. Monday last-chance price: A “last window” framing like “We won’t offer this again until next year” can make shoppers wake up to final hour shipping upgrades and bonus gifts. 

Spanish premium clothing retailer Massimo Dutti releases “private sales” for super specific platform-based audiences for the BFCM weekend with special pricing like the following. In this case, the targeted customer segments included newsletter subscribers and app subscribers / members:

Tips to apply this Black Friday psychological pricing technique:

👉 Feature staggered pricing messaging across emails & SMS: Take a structure where the first email / SMS announces, second email / SMS warns “half stock gone,”  and third email / SMS states the final hours.

👉 Leverage private groups & channels to announce unique codes: Post unique codes in VIP Facebook, WhatsApp, and Discord groups based on the exact segment you’re trying to target through the pricing structure.

👉 Make BTS content shoppable across socials: This one works both for organic traffic as well as social ads to cut out content clutter during BFCM, especially made effective with messaging like “Our team packing the first 200 orders — only 100 left at $X.”

8. Apply Round Pricing & Odd Pricing based on Segments

This is a Black Friday pricing strategy that goes by the traditional books. 

In those, when numbers end with a 5, 7, 9 or even .99, it instantly signals a deal. 

In the same vein, anything ending with 0, signals exclusivity and premium positioning. 

For BFCM specifically, apply the above in these ways:

Odd pricing: on mass appeal SKU’s and products that contribute to a lower AOV. 

For example, if you price a basic solid-colored hoodie at $39.99, you can price a custom graffiti one at $60. 

Even pricing: on limited edition products and premium bundles. This improves perceived worth instantly.

The following odd pricing example is from Nordstrom Rack’s steal deals for Black Friday 2025. Nordstrom Rack is a brand that leans heavily into charm pricing because they deal in mass-appeal items. They release Black Friday deals such as the one below across partner sites well before time to cut out competition:

Tips to apply this BFCM psychological pricing technique:

👉 Use the homepage for odd pricing offers: Whether it’s during BFCM or any other time, the homepage is where most shoppers begin their product discovery. And that means multiple sections of odd pricing offers (especially when the catalog is large) can actually deepen exploration and increase chances of conversions. 

👉 Clear distinctly different badges for even & odd pricing: Apply this across your store, app, emails as well as ads to maintain visual continuity, so that action becomes clearer based on familiarity. 

👉 Segment emails based on spend levels: For example, reserve even pricing emails only for high AOV customers or those from the loyalty program who habitually spend more. 

9. Combine Tiered Discounts with Scarcity

This is a pricing technique that can turn your BFCM conversion game stronger. 

The strategy really taps into the idea of converting more people within the first day of the sale. 

A brand does this by layering the tiered discounts in a structure such as the following:

40% off for first 500 orders

30% off for the rest of the day

20% off until the weekend ends

Tips to apply this Black Friday psychological pricing strategy:

👉 Show tiers as a ladder or timeline: A clear graphic with representative information like the following ““Friday 8 AM – 12 PM = 40% off / 12–6 PM = 30% off / After 6 PM = 20% off” can set expectations while targeting different segments effectively.

👉 Be careful not to extend deadlines: You don’t want to erode trust by sending communication that a tier has been extended by an hour. This will make more shoppers your pricing structure in the first place. Instead, close a tier early because it “sold out faster than expected.”

👉 Give your loyalists the first crack at the highest tier: This builds goodwill and reduces load on customer service.

Other BFCM pricing questions eComm brands ask:

1. What kind of pricing motivations do eCommerce shoppers have during Black Friday?

Apart from the typical need to land great discounts, eCommerce shoppers have pricing motivations that aren’t discussed as much. 

🤔 Anchoring in their own past pricing experience with the brand

Many eCommerce brands tend to think when shoppers anchor pricing before buying, they primarily work with prices they see in other stores. In our CRO experience, that’s only partially true. 

🤔 Well-calculated mid-level discounts feel more “believable”

As much as eComm brands think shoppers are about heavy discounts during Black Friday, in reality, the former are looking for a balance between pricing and experience. The latter includes how they feel when they land on the homepage, if they’re able to tap into exclusive loyalty incentives or not or whether the messaging across the store feels thoughtful.

🤔 The need to justify spending on impulse buys

Since BFCM marketing is hyper-aggressive across categories and segments, shoppers often always begin to question if they’re buying too much. In such cases, you’re actually looking at creating more assurance so that buyer’s remorse lessens. Messaging that frames the discount as solving a future problem (“Stock up now for the next year’s essentials”) helps shoppers rationalize impulsive buys.

2. Which tactical considerations do eComm brands need to make about BFCM pricing?

The most important tactical consideration that an eCommerce brand can make around its Black Friday pricing strategy is to look deeply into the dynamics of discounting — here we give you a breakdown:

👉 Design discounts to trigger more buying

This involves not just a high sitewide discount but being able to show the right discounted products to shoppers along their customer journey during the Black Friday weekend sale. Focus more on personalized bundles and lean into creating urgency where you’re nudging shoppers towards limited edition collections & sets. 

👉 Focus on pricing UX to overcome skepticism

There are so many offers wildly flying around during BFCM that shoppers experience natural skepticism. Pricing UX needs to be very clear not just for conversions to happen but also for returns and refund requests to go down. And this is why taking a “was - now - later” transparent pricing structure is helpful. This is also why some established brands release historical prices as linked microcopy during this sale event.

👉 Depend on dynamic pricing to retain margins 

While fixed discounting can eat into profit margins, dynamic discounting helps eComm brands stay at par with competition. This method of discounting also helps align with time of day, stock levels as well as shopper behavior to determine the best pricing strategy at the moment. This can especially be a game-changer for small to mid-sized eCommerce brands where the balance between conversions and margins is almost everything. 

3. Which Black Friday pricing myths should businesses know about?

While auditing some great brands last year for Black Friday, we realized some pricing myths were still holding them back from running the right experiments. Here we share the top three:

👀 Low prices are all that’s needed to beat competition 

This can potentially get a lot of eCommerce brands in deciding on the depth of discounting instead of looking into other key areas like brand differentiation, personalized recommendations as well as discounting based on where the shopper is in the conversion funnel. 

👀 Every product ought to be discounted

This is a tricky one that quickly makes profit margins erode before businesses know it. Often, bestsellers and flagship products don’t need heavy discounts to sell well. On the other hand, strategic discounting on overstocked categories with additional tactics like curated bundling can pay off really well. 

👀 Higher discounts = Higher sales

Nope, no way, nada. In fact, when smaller brands aggressively try to win with higher discounts, they end up attracting mostly bargain hunters who don’t turn out to be high intent, repeat customers in the long run. 

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