The 2 Discount Types Every Shopify Merchant Needs for BFCM (+ Why Most Are Using the Wrong One)
Here's what most brands get wrong about discounting: they launch a site-wide 20% off sale for Black Friday, watch orders spike for a few days, and then—crickets. Sales completely dry up.
The real problem? You've just trained your customers to wait for the next sale. Now nobody's buying at full price. Your margins are taking a beating, your average order value drops, and suddenly you're stuck in this exhausting race where every competitor is yelling louder with bigger discounts.
But what if there's a completely different approach—one that doesn't turn your customers into discount addicts or wreck your profit margins
Instead of "hurry, sale ends tonight," what if your discount strategy was "buy more, save more"? That one shift transforms discounts from something that eats your profits into a growth engine that actually increases what people spend with you. The trick is figuring out which discount structures actually work for your products and where you are as a business.
Today's guest brings insights backed by real data from millions of transactions across 100,000+ stores. Katie Keith is the Founder and CEO of Barn2, a company that's been solving pricing and discount challenges in the WooCommerce ecosystem for years and recently brought that expertise to Shopify with their Bundles and Bulk Discounts app. Katie's team has identified exactly which discount structures drive profitability without the usual downsides—and with Q4 in full swing right now, the timing couldn't be better.
Let's dive in.
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