"Very few product or service businesses escape the kind of seasonality that forces active engagement with the market through promotions, offers or specials. Right now, we're all bombarded with deals on everything, including digital services and B2B SaaS. After all, nothing captures the holiday spirit quite like an extra terabyte of cloud storage. It's a surge of activity that's hard to ignore - especially for someone who pays close attention to how these offers are put together."
"Some companies run offers for the wrong reasons and measure them incorrectly. Common reasons include: It is usual in our industry at this time of year. We need a sales bump. We know we sell more when we cut the price. Our customers expect it. Any one of these might be true. But, if they are the only reasons you run a promotion, there's a good chance the effort will hurt your business results."
Holiday planning demands significant effort across consumer and B2B businesses because seasonality forces active engagement through promotions, offers, and specials. Market activity surges with deals on everything, including digital services and B2B SaaS, creating heavy promotional noise. Many companies run promotions for routine or short-term reasons—industry custom, a desired sales bump, assumed price elasticity, or customer expectation—without appropriate measurement. Such promotions risk becoming margin-reduction schemes that damage results. Effective holiday marketing prioritizes sincerity over pure sales, recognizes pricing complexity, and applies pricing concepts like price discrimination and the sales hangover effect to evaluate promotional effectiveness. Price discrimination matches prices to customers' willingness to pay.
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