Discounts are part of everyday retail life especially during the January winter sales, when many customers are actively looking for good deals. But discounts are not automatically a good thing. Used correctly, they can help clear stock, attract new customers and increase turnover.
Used carelessly, they may cut deep into your profits or damage your product’s perceived value.
In this article, we’ll show you howto use discounts strategically and effectively, what to avoid and why this matters especially in January.
Why discounts shouldn't be given "just because"
Discounts should always have a clear purpose, such as:
- Clearing out leftover stock (e.g. winter items)
- Attracting new customers
- Generating attention for your shop
- Boosting sales after the holiday season
Poorly planned discounts often lead to:
- Earning little to no profit
- Customers always waiting for the next discount
- Products losing their special or premium image
January Winter Sales – Big Chance or Big Risk?
The winter sales in Luxembourg are a great opportunity to clear shelves and make room for new products.
January is often a quiet retail month smart discounts can re-ignite demand.
But: Giving 30–50 % off across the board is rarely the best approach.
Because: Not all products need the same discount and not every customer reacts the same way to price cuts.
What to do – with examples
- Set your goals before offering discounts
Example: Want to clear out winter jackets on letzshop.lu ? Focus your discounts on that category – not your entire shop.
- Use different discount levels for different products
Low-selling stock? Go bold. High-demand products? A small discount can go a long way.
Examples:
- 50 % off clearance items
- 20 % off popular products to create momentum while still keeping profit
- Communicate discounts clearly and honestly
No inflated original prices, no fine print. Transparency builds trust.
- Offer exclusive deals to loyal customers
Use discounts as a thank-you for newsletter subscribers or returning customers.
Example: “Extra 10 % off all sale items this weekend only for our newsletter readers”
- Set a clear time frame – but don’t create pressure
Urgency encourages buying, but without pushing too hard.
Example: “Winter sale until January 31 – last sizes available now!”
What to avoid – and why
- Constant discounting
If you’re always offering a discount, customers stop buying at regular price. Over time, your earnings shrink.
- Discounting new or high-end products too early
These items hold value –cutting their price too soon hurts your brand.
💡 Alternative: Offer added value instead, like free shipping or a small gift.
- Unclear conditions
Hidden rules (“only selected items”, “only from €100”) create frustration if not clearly stated.
Tip: Always evaluate your campaigns
After each promotion, ask yourself:
Which products sold well?
What was the actual profit?
👉 This helps you plan better next time.
Discounts are a tool, use them wisely
Done right, discounts are a powerful way to increase sales and clear out inventory.
Done wrong, they can cut into your profits and weaken your brand.
During the winter sales, remember:
🎯 Targeted, not random
🧠 Strategic, not automatic
💬 Valuable, not cheap
Join Letzshop – and run smarter sales
Want to make your products visible online, boost your sales during the winter season and reach customers all over Luxembourg?
Then join Letzshop.lu the national online platform for local retail.
Create your free seller account, get personal support, manage your products easily and become part of a strong network.
Get started now: 
https://join.letzshop.lu/en
Need help? Our team is here for you: 
support@letzshop.lu
