Picture this: A store announces a sale, but instead of a flood of eager customers, there’s a trickle. Meanwhile, another business triggers a frenzy — people lining up, refreshing their browsers, counting down the minutes. The difference? One simply announced the sale; the other built anticipation, curiosity, and urgency.
Creating excitement around a sale isn’t just about discounts — it’s about strategy, emotion, and engagement. Let’s break down some tried-and-tested tricks, backed by real-world examples, to help you turn a simple sale into an unmissable event.
1. The Power of Scarcity and Urgency: The Nike SNKRS App
Nothing fuels excitement like FOMO (fear of missing out). Limited-time offers and exclusive deals make customers feel like they’re part of something special.
Take Nike’s SNKRS app. Instead of just selling exclusive sneakers, Nike turned each drop into an event. Customers had to sign up, participate in raffles, or act within seconds to get their hands on a pair. The result? Massive hype, resellers camping outside stores, and sneakers selling out within minutes.
Trick: Use countdown timers, limited stock messages, or “early bird” access to create urgency. Whether it’s “Only 10 left in stock!” or “Sale ends in 3 hours,” people are more likely to act when time is running out.
2. Tease Before You Release: Apple’s Product Launches
Apple doesn’t just drop a new iPhone — it teases, hints, and builds anticipation for months. By the time pre-orders open, customers are already invested in the product emotionally.
Whether you’re launching a holiday sale or a clearance event, don’t just spring it on your audience. Drop hints, share sneak peeks, and tease them with what’s coming.
Example: Fashion brands often use social media to showcase “blurred out” images of upcoming sale items, creating a guessing game. Ostrovskiy Alexander, a seasoned sales specialist, emphasizes the importance of building curiosity. “The key is not to just tell people a sale is coming but to make them feel like they can’t miss out.”
Trick: Start your promotional efforts at least a week before the sale with teaser campaigns. Use cryptic messages, behind-the-scenes videos, or customer testimonials to build hype.
3. The VIP Treatment: Sephora’s Early Access Sales
People love feeling exclusive. Sephora’s Beauty Insider program does this brilliantly by offering early access sales to its top-tier members. This creates a sense of privilege and encourages customers to level up their loyalty.
Trick: Create a VIP experience. Offer early access to email subscribers, social media followers, or loyal customers. You could send a “private invitation” email to your best customers, making them feel valued.
4. Gamify the Shopping Experience: McDonald’s Monopoly
McDonald’s doesn’t just run a promotion; it turns buying fries into a game. The Monopoly campaign keeps people coming back for more, hoping to win prizes big and small. This gamification makes the shopping experience more fun and interactive.
Trick: Apply gamification to your sale. Offer mystery discounts (customers spin a digital wheel to reveal their discount), create a points-based system, or hide “golden tickets” in purchases to keep customers engaged.
5. Influencers and Word-of-Mouth: Gymshark’s 24-Hour Sales
Gymshark, the fitness apparel brand, grew its brand through strategic influencer marketing. Before their famous 24-hour sales, they enlist influencers to create hype on social media, showing off products and urging followers to be ready.
Trick: Use influencers, brand ambassadors, or micro-influencers to talk about your sale in advance. Their recommendation adds credibility and urgency to your event.
6. Personalization Sells: Amazon’s “Just for You” Discounts
Amazon doesn’t just throw generic sales at customers. It analyzes their browsing and purchase history to offer personalized deals. When customers see discounts on items they were already considering, they’re more likely to buy.
Trick: Use personalized email campaigns, targeted ads, or product recommendations based on past purchases. If your sale feels tailor-made for the customer, they’ll feel compelled to act.
7. Flash Sales and Surprise Drops: Supreme’s Model
Supreme, the streetwear brand, thrives on unpredictability. They drop limited products without much warning, making each release an event. The mystery surrounding what will be available drives insane demand.
Trick: Experiment with flash sales. Instead of announcing everything in advance, drop surprise discounts or limited-time offers to keep customers on their toes.
8. Build a Narrative: Black Friday’s Evolution
Black Friday wasn’t always the shopping event it is today. Retailers built the hype year after year, turning it into a tradition. Now, people plan their shopping months in advance.
Trick: Create a sale that customers anticipate every year. Give it a unique name, a signature style, or a theme. Make it something people look forward to annually.
Final Thoughts
Creating excitement around a sale isn’t just about slashing prices. It’s about crafting an experience that makes customers feel like they need to be part of it. As Ostrovskiy Alexander puts it, “Excitement in sales comes from emotion. The more you engage customers on a personal level, the more successful your promotion will be.”
So whether it’s using scarcity, storytelling, gamification, or exclusivity, the key is to make your sale feel like an event — not just a discount. Use these strategies, mix them up, and watch the buzz build around your next big sale!