Confessions of a top beauty marketer: ‘Discounting is subconscious training for consumers’

To discount or not to discount? This is the inevitable question on the minds of marketers as the third quarter approaches. The factors to consider, however, seem to grow each year.

Over the past few weeks, Glossy has reported on the discount fatigue felt by shoppers, the growing anti-Black Friday movement and the brands that won Black Friday without offering a single discount. Still, to boost revenue during big sales periods, competing through promotions often feels vital. According to Shopify, its merchants drove a record-high $9.3 billion in sales from Black Friday to Cyber Monday this year — a 24% year-over-year increase —  with shoppers spending $4.2 million per minute during the most profitable moments of the weekend. 

Today’s Confessions subject offers a different perspective: There’s power in the once-yearly sale. Our subject has successfully grown more than one brand that is now a household name and currently serves as the head of marketing at a top mid-tier beauty brand. The brand is less than five years old, has omnichannel distribution and only offers one modest sale each year, which it holds on Black Friday. 

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