The Death of the Discount

Times Are Changing

There once was a time where Black Friday meant access to doorbuster deals that helped you get some of the hottest items for more than 50% off. But now, we’re seeing a US holiday season sale discount average at about 23% off across major markets with consumer expectations of even fewer discounts in 2025.

So, how did we get here?

Back in the late 2000s, we saw a shift to a value-driven consumer mindset. And with more money- and saving-conscious customers came the push for brands to normalize deal-first messaging.

From there, we’ve seen deals trickle in through different channels. E-commerce flash sales allowed people to buy products they’d been eyeing forever, now cheaper than ever before. Come the late 2010s, we saw trusted influencers enter the scene — handing out promo codes left and right for programs, beauty products, clothing, you name it.

And now, in the 2020s, we’ve found ourselves in the world of perpetual sales — especially with events like “Prime Day,” “Black November,” and “Cyber Month.” Deals are the default now. Not the exciting exception.

The Truth About Discount Fatigue

This always-on sale shift has stripped the urgency of a price-based purchase. So shoppers no longer feel like they’re scoring big when they save. They just assume that the markup was artificial and that all prices “will have to come down eventually.”

And once customers start leaning into that mindset, they begin to wonder, “If this product is always 30% off, was it ever worth the full price?” Oversaturating the sale market has created a cycle of people always waiting for a sale instead of “wasting money” on the full-price item.

But this isn’t just a consumer problem.

The Threat of Brand Devaluation

Sure, sales impact shoppers’ motives and the timing of their purchases, but brands need to be conscious of the impact oversaturated sales tactics have on their success.

Deep promotional reliance eats sales margins and dilutes overall brand value. Especially since a 15–25% cut can wipe out profit on many Stock Keeping Units (SKUs).

And it isn’t just the financial value they need to worry about. It’s an emotionally driven value as well. With constant promotion, creative and media real estate gets hijacked by price signage. Leaving brands with no room to differentiate from competitors or focus on what really matters — storytelling, connection, experience, and brand loyalty.

Excessive deals teach audiences to shop based solely on price — which can only get a brand so far.

An Arrival of Value Spending

So how do we avoid the negative?

1. Listen: People aren’t looking for cheap products. They’re looking to buy items of worth. If a product shows promise of quality, longevity, sustainability, and functionality — consumers will want to buy it. No matter the cost.
2. Adapt: Research suggests that smaller, more precise discounts often outperform blunt, blanket cuts. Use sales wisely.
3. Strategize: Whether a brand scatters sales throughout the seasons or makes a calculated decision for a one-time discount, brand loyalty is still the key to success. Focus on storytelling, relatability, community, and brand experience. Finding a target audience and creating a loyal consumer base is what helps a brand grow, not the lowest prices. Keep in mind, brands that rarely discount still win.

Resurrecting Sales

It’s safe to say that sales as we once knew them are dead. Like all things, time shifts, manipulates, and changes how modern promo functions. Discounts now call for a surgical, data-driven approach. But that’s manageable.

Discounts like Black Friday sales can still be used strategically to beat out competitors, grow brand awareness, cultivate a customer base, and push financial gain. It’s just all about balance. Brands can’t forget that they can promote a sale while remaining true to authenticity and their emotional ROI.

Looking for a team to help bring that authenticity and emotional pull to life? We’d love to chat.