Until a few years ago, we eagerly awaited January or July to take advantage of the sales. It was common to see news broadcasts on January 7th or July 1st opening with images of hundreds of people crowding the doors of certain stores to be the first to get the best deals.
The rise of online commerce and, above all, the year-round nature of sales has changed this. Brands now offer discounts and deals throughout the year.
“Sales have become a lure to capture the consumer’s attention and interest year-round.”
“Mid-season sales” or sales in the middle of a season are commonplace, in addition to the continuous offers that brands make both in their online and physical stores. This has been facilitated by the creation of multiple tools that allow them to directly reach thousands of people with their offers at the same time.
Discounts are a powerful sales tool, a great attention grabber that is essential for capturing the interest of potential customers.
And how do buyers respond? For humans, opportunities are attractive; we like to get things, so we respond to these strategies implemented by brands. Furthermore, by using discounts, buyers perceive it as a gain in their purchase.