‘Vicious cycle’: Why brands are choosing to ditch the discounts
M&S, Next, Superdry and PizzaExpress have all announced their intentions to move away from a culture of sales and discounting as a means of driving sales, as post-Covid demand offers the perfect moment to transform consumer expectations.
Who doesn’t love a sale? Customers can pick up goods at reduced prices, while retailers and brands can capture consumer interest and convert awareness into sales, at the same time offloading old stock.
But there are considerable downsides to discounting when the practice is taken too far, and as such, recent months have seen retailers begin to move away from a culture of price slashes and offers in a big way.