Understand Your Buyer > How To Get Attention > The Themed Sale Effect
What is it?
The Themed Sale Effect occurs when a sales event is justified in some way by a theme – summer/winter/new season/old season/anniversary etc.
Why does it work?
It works for two reasons. Firstly because arbitrarily discounting can damage the perception of value for the buyer so it allows the seller to “justify” the discount and not be seen to be giving money away for nothing. Secondly, a themed discount often has time limits attached to it, thus harnessing The Scarcity Effect to drive a quicker buying decision.
How can you use it?
Depending on your offering, you can pick any number of “themes” for your sales which include but aren’t limited to:
- End of season
- Start of season
- Mid season
- Valentines day
- Black Friday
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