7 Best Discount Strategies for Online Stores

Moments that make your audience stop scrolling, click “add to cart,” and tell their friends, “Hey, you need to grab this.”

I used to think offering a sale meant I was losing money. Like, “If I drop this $40 ebook to $25, that’s $15 I’m throwing away, right?” But what I didn’t get was the long game—how smart discount strategies could grow my list, boost lifetime value, and keep my store buzzing.

Here’s what actually worked for me (and a few that didn’t, because hey, you learn the hard way too sometimes):

1. Limited-Time Offers (LTOs)

Nothing kicks people into action like a ticking clock. I ran a 48-hour weekend flash sale with a simple “SAVE20” coupon code, and it quadrupled my sales in two days.

• Add urgency with countdown timers

• Promote heavily on Instagram stories and emails

• Keep the window short to reduce second-guessing

If you’re thinking about doing this, check out this guide on how to run flash sales using coupon codes. It’s a game changer.

Just don’t overdo it. If everything’s always “ending soon,” people stop believing it.

2. First-Time Buyer Discount

This one changed my onboarding game. I set up an automated email that sent a 10% off coupon the moment someone joined my list. The results? Email open rates went up by 60%, and I converted way more window shoppers into paying customers.

• Use tools like Payhip’s coupon feature

• Keep the code simple (WELCOME10, HELLO15)

• Make it exclusive: “Just for new subscribers!”

Want to dig deeper? Here’s how to offer first-time buyer discounts the right way.

3. BOGO (Buy One Get One)

Honestly, I avoided BOGO offers at first because it felt like something only clothing brands did. But I tried a “Buy 1, Get 1 Free” deal on my digital templates and—wow. It worked like magic.

• Works well for digital bundles or printable packs

• Encourages bulk purchases

• Creates the illusion of big value

People love feeling like they’re getting more instead of just paying less. If you’ve never set up a BOGO deal before, here’s a simple guide on creating buy one get one (BOGO) deals to increase sales.

4. Seasonal & Holiday Sales

If you’re not running a sale during Black Friday, Christmas, or even back-to-school season, you’re missing out. My December sales doubled the moment I leaned into themed promotions—complete with festive graphics and holiday bundles.

• Plan your sales calendar in advance

• Tie your products into the season (even loosely)

• Create gift-worthy bundles or limited editions

Not sure where to start? Here’s a breakdown of the best seasonal and holiday discount strategies you can swipe for your store.

Pro tip: You can even invent your own holiday. “Planner Palooza Week” made me $1,200 in three days last August.

5. Abandoned Cart Recovery Discount

This one’s subtle—but effective. When I added a follow-up email with a 5% off code for people who bailed at checkout? My cart recovery rate jumped 22%.

• Set it to trigger 24 hours after cart abandonment

• Make it low-stakes (5–10% off)

• Include a friendly message: “Still thinking about it?”

If abandoned carts are a thorn in your side, you’ll love this resource on how to use coupons to recover abandoned carts.

Feels personal, not pushy.

6. VIP Loyalty Discounts

Give your regulars the red carpet. I started offering a private 20% off code for returning buyers, and now I have superfans who always wait for my next drop.

• Use tags to track repeat buyers

• Send out loyalty-only sales

• Make them feel like insiders

It’s not just a discount—it’s recognition.

7. Social Media Exclusive Codes

You ever see those “Use code TIKTOK10” deals? Yeah, I tried it on Instagram—and it worked. I offered a secret 15% off code to anyone who DM’d me a fire emoji. Engagement went up. So did sales.

• Works best on Reels or Stories

• Encourage interaction or sharing

• Keep it playful and on-brand

Final thoughts?

Not all discounts are created equal. You gotta match the strategy to your product, your audience, and your brand voice. Sometimes it’s trial and error but every experiment teaches you something.

So next time you feel like your store’s in a slump, don’t just drop your prices and pray. Use a strategy. Make it feel intentional. And most importantly, track what works and what flops.

Because a discount, when done right, isn’t a loss. It’s an investment in momentum.