A promotion is a tool with a purpose, not a reflex when sales are slow. Planned well, campaigns bring in new customers, move stock and create moments people look forward to. Planned badly, they cut margin and teach customers to wait. Here's how to plan them well.
Start with the goal
| Goal | Promotions that fit |
|---|---|
| Win new customers | First-order offer for subscribers, free shipping, introductory bundles |
| Raise order value | Spend thresholds, tiered discounts, gift with purchase |
| Clear stock | End-of-season sale, outlet collection |
| Launch a product | Early access, launch pricing, pre-order perks |
| Bring customers back | Win-back offers, loyalty rewards |
| Build loyalty | Member-only events, birthday offers |
Discount types in Shopify
- Amount off products or collections
- Amount off order, with a minimum spend
- Buy X get Y, including free gifts
- Free shipping (how to set it up)
- Codes or automatic discounts, with start and end dates and combination rules
Build a yearly calendar
Mark the moments that matter to your customers and markets: seasonal changes, back to school, Black Friday and Cyber Monday, the holiday season, Valentine's and Mother's Day, and your brand's own dates. For each, decide the goal, offer, channels and the date preparation starts. See our guide to Black Friday strategies.
Protect your margin
- Calculate profit per order at the discounted price, including shipping and fees.
- Exclude products with thin margins or that sell well anyway.
- Set limits: one use per customer, minimum spend, end date.
- Prefer added value where possible: gifts, bundles, free shipping.
Communicate it well
- One clear message: what, for whom, until when.
- Announce to email subscribers first.
- Show it across the store: banner, announcement bar, collection page.
- Send a reminder before the end (limited-time offers).
Measure the real effect
Look beyond revenue during the campaign:
- profit, not just sales;
- new vs returning customers;
- sales in the weeks after (did it pull demand forward?);
- whether new customers bought again later.
Want campaigns planned across email, ads and the store? See our email and SMS marketing and Google Ads services.
Frequently asked questions
How many promotions should I run a year?
There is no fixed number. Plan a handful of strong moments around your season and key dates, and avoid having something on sale permanently.
Percentage off or a fixed amount?
Percentages read well on lower-priced items; fixed amounts often feel bigger on expensive ones. Test both with your audience.
How do I stop discounts hurting my brand?
Use them with a clear reason and deadline, prefer added value such as gifts or bundles, and give subscribers or loyal customers access first.
Author
Uğur KeskinFounder @ShopiuzmanFounder of Shopiuzman. He builds, migrates and grows Shopify stores for brands in Türkiye, Europe and the US, and leads the development of our apps on the Shopify App Store.
