Should a Company Announce Sales Before They Happen or When They Start?

Deciding whether to advertise sales before they happen or to announce them when they start is a crucial strategy in any business's marketing playbook. Each approach comes with its own set of advantages and potentials, impacting customer behavior, sales performance, and overall marketing strategies.

Advertising Sales Before They Happen

Advantages

Build Anticipation:

By announcing a sale before the actual event, companies can generate a buzz and excitement among their target audience. Customers start planning their purchases, leading to increased interest and engagement. This anticipation can drive long-term planning and boost customer loyalty.

Time to Prepare:

Early announcements provide customers ample time to prepare for the sale, potentially resulting in larger purchases or a higher cart value. This extended lead time can encourage more thorough planning and a higher likelihood of adding multiple items to the shopping cart.

Early Access to Loyal Customers:

Offering pre-sale promotions to loyal customers or email subscribers highlights the exclusivity of the offer. This not only strengthens customer relationships but also further incentivizes repeat business and positive word-of-mouth marketing.

Boost Early Traffic:

Promoting the sale before it starts can drive significant traffic to various online platforms, including your website and social media accounts. This early momentum helps create a scarcity mentality, further driving conversion rates and purchase intentions.

Increased Brand Visibility:

Early promotions can greatly increase brand visibility and generate buzz. Interactive elements like countdowns and teaser content can amplify the interest from potential customers, leading to a heightened awareness of your brand and services.

Best for:

High-demand products Seasonal sales Flash sales with limited-time offers Building anticipation for a major event such as a holiday sale

Announcing Sales When They Start

Advantages

Immediate Urgency:

When a sale is announced on its start date, it creates a sense of urgency. Customers know they need to act quickly to take advantage of the offer, leading to immediate action and higher impulse buying rates.

Less Risk of Disappointment:

Announcing a sale too far in advance can sometimes lead to disappointment if expectations change or the sale details evolve. By waiting until the sale starts, companies can avoid disillusioned customers and maintain trust and customer satisfaction.

Clearer Messaging:

During the early stages of a sale, details like discounts, timing, and product availability are more stable. This clarity helps customers make informed decisions quickly, reducing confusion and easing the checkout process.

Leverage Impulse Buying:

When a sale is clearly and immediately advertised, customers are more likely to make quick purchases driven by the moment. This impulse buying can significantly impact conversion rates and sales volume.

Higher Conversion Rates:

Direct linking to product pages or checkout during the sale announcement facilitates a smoother and faster purchasing experience, reducing cart abandonment and increasing sales.

Best for:

Limited-time or surprise offers Flash sales or sudden promotions Reducing confusion or expectations from pre-sale advertising Products that need urgent attention or stock management

Conclusion

The decision to advertise sales before they happen or when they start depends on the nature of the business, the products being sold, and the marketing objectives. Companies should carefully evaluate their customer base, market trends, and sales cycles to determine which approach best aligns with their goals and enhances overall marketing performance. Utilizing search engine optimization (SEO) strategies to promote these sales effectively can significantly increase visibility and engagement rates, propelling the business to new heights.