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SBP 246: The Sharp Cut: Who Actually Buys on Sale?
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Marketing runs on comfort blankets. The Sharp Cut cuts them up to see what’s inside. This week, with Black Friday five weeks out and someone already writing the 40% off email: the idea that a discount wins you new business.
Here’s the spine. A discount rents you this week’s sales, mostly from your own customers. When the price goes back up, the rental’s over. So every promotion has to pay for itself while it’s running.
This week:
→ Who actually buys on the deal. Ehrenberg-Bass looked across 18 categories: 77% of promo buyers had already bought the brand in their last five…
The skinny
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