Discount extension: probably the cheapest trick in marketing

If there's one thing I can't stand in online marketing, it's these supposedly time-limited discount campaigns that are suddenly extended after all. Usually with a "credible" explanation: technical problems, too many requests or "we don't want to exclude anyone". Sounds nice, doesn't it? But it's not. For me, such actions are the epitome of a cheap trick that may bring more sales in the short term, but destroys customer trust in the long term.

And I know exactly why such methods are used - I sell digital products myself. But that's exactly why I think it's so important to take a critical look. What does this actually mean for us sellers? And how is it received by buyers? In this article, I want to honestly analyze the advantages and disadvantages of this scam - and why I consciously decide against it.

Let's look at both sides: The seller's point of view and the buyer's. Because in the end, it's not just a question of morality, but also of strategy.

What are discount extensions?

Discount extensions work according to a simple principle: a discount promotion is initially announced as being limited in time, often with a countdown or the note "Only until Sunday!". As soon as the deadline has passed, the surprise comes: the discount is extended - usually with a reason such as "technical problems", "high demand" or "we want to make sure that nobody misses out".

Sounds harmless at first, but there is a clear strategy behind it. The original deadline creates pressure. Buyers should get the feeling that they have to act immediately, otherwise the opportunity will be gone forever. But the extension artificially builds up this pressure again - only this time even more cleverly, because it is sold as a "service".

You'll come across promotions like this especially during product launches, major sales campaigns or during the usual discount seasons such as Black Friday. They are a popular way to get a little more sales out of an ongoing campaign. The problem is that if you overdo it, you risk giving the impression that you are not being honest. And this is where the discussion begins, which I find exciting. Where is the line between clever marketing and shameless manipulation?

Perspective: the salesperson

From a salesperson's perspective, discount extensions are one thing above all: a tool that works. Whether to increase sales, reduce stock levels or save a campaign, extending a discount promotion has clear advantages. But just like a tool, it can also be easily misused.

Advantages

Higher sales

Not every customer decides immediately. Sometimes an additional incentive is needed. An extended discount campaign brings undecided customers back into the game and enables sales that would otherwise not have happened. The second chance plays a particularly important role for products that are decided on an emotional level.

"Technical problems" as a convenient excuse

A discount extension appears less clumsy if it appears to be for technical or organizational reasons. This gives sellers a plausible explanation without making a complete mockery of the original countdown.

Maximum reach

Not everyone sees the original campaign. An extension ensures that the campaign receives renewed attention - perhaps through additional emails or social media posts. The extension thus becomes the second wave of the sales strategy.

Disadvantages

Loss of credibility

Customers are not stupid. Those who repeatedly extend discount campaigns quickly give the impression that the original deadlines were never meant seriously. In the long term, the brand suffers because trust in the honesty of the offers dwindles.

Dissatisfied early buyers

Buyers who bought in good time may feel cheated if the discount suddenly applies after all. They may wonder why they hurried if time is ultimately irrelevant.

Devaluation of the product

A discount seems like a promise: "This special deal is only available now!" However, if discounts are extended again and again, the product loses value. It gives the impression that the actual price is set too high anyway - why should you ever pay it?

Short-term thinking, long-term consequences

Discount extensions can increase sales in the short term, but often destroy customer loyalty in the long term. This is particularly problematic in industries that rely on returning buyers, such as digital products or subscriptions.

For sellers, the appeal of such promotions is obvious: more sales, greater reach, and all with minimal effort. But the question remains: Is it really worth it if the relationship with the customer falls by the wayside? This is precisely where each provider must decide for themselves what is more important to them - quick results or a solid long-term foundation.

Perspective: The buyer

At first glance, a discount extension is a welcome opportunity for buyers. Anyone who missed out on the original promotion can still strike. But as with any seemingly good deal, there is a downside. The question is: how does the customer really feel when a discount is first limited and then extended? And what is left at the end?

Advantages

More time for decisions

Not everyone has the time or the financial freedom to make an impulsive decision. An extension gives those who were unsure the first time around a second chance. This can make all the difference, especially with high-priced products.

Goodwill has a positive effect

If the extension is explained with "technical problems" or similar reasons, this can give the buyer the impression that the provider is customer-oriented and flexible. This transparency is perceived positively by some, even if it is not always credible.

Feeling of a second stroke of luck

Sometimes a discount extension feels like a gift. The customer thinks: "Wow, I almost missed it, but now I have another chance." This feeling can be a strong motivation to buy after all.

Disadvantages

Feeling of manipulation

Many customers realize that discount extensions are often not genuine goodwill, but a marketing ploy. This awareness quickly leads to a loss of trust, because nobody wants to feel manipulated.

Loss of value of the product

If discounts are constantly extended, the original price appears arbitrary. The product appears less valuable because it never seems to be worth its full price. This reduces satisfaction even after the purchase.

Frustration for buyers who were punctual

Those who made their decision within the original deadline may feel cheated. The impression is created that you acted hastily, although you "could easily have waited". This disappointment clouds the purchase decision.

Skepticism about future promotions

Customers who have seen through a discount extension once may view future offers with more suspicion. This ensures that subsequent campaigns work less well because the urgency is no longer taken seriously.

For buyers, a discount extension is often a double-edged sword. Although it offers a short-term opportunity, it also raises doubts about the provider's honesty. In the long term, the question remains: Was the discount really a stroke of luck - or have I just become part of a bigger scam? This uncertainty is poison for the relationship between buyer and supplier.

My own experience

As far as I can remember, I have never actually worked with discount extensions in the past. Instead, I have had discounts from time to time, but often without any direct reference to the product itself. These were promotions for holidays, birthdays or simply because it was convenient. Looking back, this was perhaps not the best strategy because such promotions had no clear direction. They were well-intentioned, but I quickly realized that discounts without a recognizable reason can do more harm than good in the long term - for me and for my customers.

Why I work differently today

Today, I am much more aware of how I deal with discounts. For me, they are not a tool that should be used constantly and everywhere, but a targeted opportunity to create special incentives. I use them almost exclusively in three situations: for early bookers, for product launches or on very special occasions, such as my birthday or an anniversary. And even then, the deadline is clearly defined and is not extended. What I promise, I keep - without exception.

The reason for this is simple: I want to maintain the trust of my customers. A discount campaign should never leave the feeling that it is artificially stretched or arbitrary. If I offer a discount, then it has a clear purpose and a fixed period of time. This commitment is important to me because it underlines the value of my products and my brand.

What I used to do differently

I admit that I was sometimes too generous in the past. Giving discounts was easy - they seemed like the quick fix to boost sales. But that's exactly what led to some customers perhaps just waiting for the next discount instead of paying the full price. This didn't help me or the customers because it gave the impression that the actual value of the product wasn't that high.

Why discount extensions were never an option for me

I deliberately didn't use discount extensions because to me they feel like an admission that you didn't make it the first time. It doesn't feel honest to me. When I say a promotion is valid until Sunday, I mean it. Anything else would disappoint my customers - and myself. After all, I work hard to build trust and I don't want to jeopardize that by playing short-term games.

My current stance on discounts

Today, I see discounts as something special - as an opportunity to reward my customers or make it easier for them to get started with a new product. But they are not a standard tool that I regularly pull out of the drawer. I prefer to focus on the actual value of my products and offer reliability and quality in return. That may not sound as spectacular as "technical problems" and an extended discount campaign, but it's honest. And that's what counts for me in the end: a clear line that does justice to both my customers and myself.

What would be a better alternative?

Discount extensions may work in the short term, but they are not a sustainable strategy for me. Instead, there are other ways to boost sales without risking customer trust. The trick is to create creative and transparent incentives that benefit both the customer and the supplier in the long term.

Set clear deadlines and stick to them

It sounds simple, but is often ignored. A deadline should be just that - a fixed date that will not be postponed. Customers quickly learn whether they can rely on your words or whether the "technical problems" are really just a sales pitch. Clear deadlines are honest and create commitment. And that's exactly what customers appreciate.

Early bookings instead of extensions

Instead of dragging out a discount campaign, offer an attractive early bird discount. This creates real urgency because customers know that the price will increase after a certain period - and permanently. This strategy is not only more transparent, but also rewards those who act quickly and decisively.

Additional bonuses instead of discounts

An often underestimated approach is to offer additional added value instead of a discount. This can be an exclusive bonus such as an e-book, an additional lesson or early access to new content. Customers often perceive such extras as even more valuable than a discount - and you can emphasize the value of your product without lowering the price.

Transparent communication in the event of real problems

If something does go wrong - be it a technical problem or a logistical bottleneck - communicate it honestly. A brief explanation as to why the promotion is being extended is perfectly legitimate in such cases. It is important that this remains the exception and does not become the standard excuse. Customers quickly realize whether a problem is real or just an excuse.

Exclusive promotions for existing customers

Instead of always offering new discount promotions for everyone, you can reward loyal customers in a targeted manner. For example, with exclusive offers, preferential prices or early access opportunities. This shows appreciation and strengthens customer loyalty without giving the impression that every price is always negotiable.

More focus on the value of the product

In the end, your product should be so convincing that it works even without constant discounts. Instead, invest in clearly communicating the added value your product offers and build trust in the long term. Customers are more willing to pay the full price if they feel that the offer is worth it.

Discounts and promotions are not fundamentally bad, but they should be used sensibly and thoughtfully. Instead of relying on extensions or supposed "special promotions", it is worth developing creative and honest alternatives. This way, you can not only sell in the short term, but also gain the trust and loyalty of your customers in the long term. Because in the end, it's not just what you sell today that counts, but what your customers will think of you tomorrow.

Conclusion

Discount extensions are a double-edged sword. For salespeople, they offer the opportunity to generate more sales in the short term and persuade undecided customers to make a purchase after all. However, the price you pay for this is often high: loss of trust, disappointed customers and lasting damage to your own brand image.

From the buyer's point of view, such campaigns seem like a gift at first glance. But if you look behind the scenes, you quickly realize that it is often less about goodwill and more about clever sales psychology. This feeling of having been manipulated sticks - and can permanently damage the relationship between buyer and supplier.

For me personally, discount extensions are not an option. They contradict my understanding of honesty and reliability in marketing. I prefer to rely on clearly defined campaigns with fixed deadlines that I also adhere to. I only offer discounts on special occasions, such as product launches or as an early bird offer - and deliberately sparingly.

I am convinced that there are better alternatives to win customers without risking their trust. Clear communication, exclusive bonuses and a focus on the actual value of the product not only create more satisfied customers in the long term, but also stronger loyalty.

Now it's your turn!

What do you think of discount extensions? Have you experienced them as a customer or used them yourself?

Feel free to write your thoughts, experiences and opinions in the comments - I look forward to hearing what you think!

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