How to prepare your e-commerce for discount season (and survive it)
A number from our own operation: in one of the e-commerce stores we manage, the anniversary event week concentrated 34 percent of the whole month's sales. Discount dates are not a calendar detail: they are the match that defines the season. And matches are won in training.
Three weeks before: the foundation
- Define a real offer. An honest 5 percent well communicated sells more than a fake 50 nobody believes.
- Check inventory on hero products. Selling what you do not have is the worst advertising.
- Test your store's speed under heavy traffic. The discount attracts; slowness scares away.
Two weeks before: warm-up
Anticipation ads start here: cold audiences meeting the brand, remarketing warming up the interested, and your database hearing it first via email and WhatsApp. You do not improvise an audience on event day: you harvest the one you planted.
Event week
Promo campaigns with their own budget, separate from evergreen, to scale without fear. Creative that shouts the offer without ambiguity. And daily monitoring: during events, a CPA that breaks on Tuesday cannot be discovered next Monday.
Afterwards: where it is really won
Event buyers are your treasure. Immediate post-purchase flow, and in 30 to 45 days, the repurchase offer. The event brought you customers; CRM makes them recurrent. That is the difference between a sales spike and a growth step.
The discount fills the register one weekend. Repurchase fills it all year.← Back to the blog