Creating Buy-One-Get-One (BOGO) Deals to Increase Sales

That’s the magic of a well-placed BOGO deal. Whether you sell physical products or digital downloads, offering a freebie alongside a paid product taps into some powerful buyer psychology. People love a good deal, especially when it feels like they’re getting more than they’re paying for.

Here’s a fun stat: BOGO deals can increase conversion rates by up to 40% when implemented correctly. It’s not just about being generous—it’s a smart way to boost your average order value, move inventory, and get more eyes on your products. (If you’re interested in broader tactics, check out our guide on 7 best discount strategies for online stores).

But if you don’t set it up right, it can backfire. (Trust me, I’ve been there.)

This blog post breaks down how to run a successful BOGO promotion, avoid rookie mistakes, and get your customers excited to buy more—without cutting into your profits.

What is a BOGO Deal and Why It Works?

BOGO stands for “Buy One, Get One”—usually free, but not always.

It works because it creates urgency and a strong sense of value.

• Buyers feel like they’re getting a bonus, not just a discount.

• BOGO can reduce friction at checkout and increase perceived fairness.

Whether it’s Buy One, Get One Free, or Buy Two, Get One, the deal triggers action. And that action = sales.

If you want to amplify this urgency even more, using tactics from using expiring coupons to drive urgency can make your BOGO even harder to resist.

Types of BOGO Offers You Can Try

• Buy One, Get One Free: The classic and most popular.

• Buy One, Get One 50% Off: Keeps your margins healthier.

• Buy Two, Get One Free: Great for bundles or bulk stock.

• Mix-and-Match BOGO: Works well with collections or categories.

• BOGO with Digital Products: Offer templates, downloads, or trial add-ons.

Test different versions depending on what you sell and how much margin you can afford to give away.

Best Products to Use in a BOGO Deal

• Low-cost or high-margin items—so you’re not taking a loss.

• Digital goods—like eBooks, templates, or audio files.

• Physical products with excess inventory—great for moving stock.

• Complementary products—cross-sell items like accessories or add-ons.

For example, if you sell a digital planner, offer a second design for free. If you sell handmade candles, throw in a travel-size version. Easy wins.

Also, when choosing products, consider combining your BOGO offers with strategies from 5 best seasonal and holiday discount strategies. Seasonality can make your promotions even more effective.

How to Set Up a BOGO Offer on Your Ecommerce Platform?

No matter what you’re selling—physical or digital—you need a clean setup. Here’s how to do it:

• Choose your platform: Most popular platforms (like Payhip, Shopify, or WooCommerce) have BOGO options or apps. (If you’re on Payhip, you might want to review how to create a coupon code on Payhip).

• Create a discount rule: Triggered when the customer buys the required product(s).

• Set redemption limits: One per customer, limited time only, etc.

• Enable automatic application: So customers don’t get confused.

• Test before launch: Place a test order to see if everything works.

• Add urgency: Use countdown timers or “X left in stock” messages.

If you’re considering broader site promotions beyond just BOGO, you might love these tips on how to run a site-wide sale with coupons.

Promoting Your BOGO Deals for Maximum Visibility

Your BOGO deal won’t sell itself—promotion is key.

• Send an email blast: Use headlines like “Your Freebie Awaits!” or “BOGO Ends Tonight.”

• Use homepage banners: Make the offer unmissable.

• Run social media stories and reels: Short videos convert well.

• Leverage affiliates or influencers: Give them custom BOGO codes to promote.

• Use pop-ups at checkout: Encourage users to add more to cart to unlock the deal.

Mistakes to Avoid When Running BOGO Campaigns

I totally messed up my first BOGO campaign here’s what I learned:

I ran a “Buy One, Get One Free” offer on my best-selling digital planner. But I didn’t clearly explain how to redeem it. People were confused, sending emails asking where the free item was. Turns out, I hadn’t set it up to auto-apply when both items were in the cart. Oops.

Here’s what to avoid:

• Poor instructions: If customers don’t get it, they won’t convert.

• Low stock: Never run BOGO on items with limited availability.

• No urgency: An open-ended promo won’t push buyers to act.

• No tracking: Always measure performance and adjust if needed.

Pro tip? Try split testing “Buy 1, Get 1 Free” vs “Buy 2, Get 1 Free.” I found the second one performed better—customers added more to their cart, and I only gave away one free item.

Conclusion: Make BOGO a Smart Part of Your Sales Strategy

BOGO deals are more than just marketing fluff—they’re a proven tool for increasing sales, customer loyalty, and even product visibility. The key is execution. Choose the right products, set up the rules carefully, and promote it like it’s the best thing since sliced bread (because for your customers, it might be).

Start small, track what works, and keep optimizing. Your next big sales day could be just one BOGO away