Get the full findings from 575+ DTC operators, 700+ consumers, and Smile.io data across 10,766 loyalty programs.
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About the research
We surveyed 575+ DTC operators and 700+ consumers to compare how brands plan to discount this Q4 with what shoppers say earns the first sale and brings them back.
44%
of brands believe Q4 revenue would fall 15% or more if they stopped discounting.
47%
of consumers say 20 to 25% off is enough to get them to try an unfamiliar brand.
36%
of consumers acquired with a discount say they come back primarily when another discount appears.
60%
higher 90-day repeat rate for BFCM first-time buyers who joined a loyalty program compared with those who didn’t.
what’s inside
Your Q4 discount strategy.
How deep is deep enough?
Brands have a number in mind. So do shoppers. See how acquisition offers compare with the discount consumers say they actually need to try an unfamiliar brand.
What happens after the discount?
See how many discounted first-time buyers become full-price customers, how many wait for the next deal, and what consumers say gets them to purchase again.
What loyalty changes after BFCM
Go inside data from 10,766 loyalty programs to see how members, reward redeemers, and BFCM buyers behave after the holiday rush.
this report is for you if...
You’re deciding how deep to discount this Q4
You’re wondering how much margin your holiday offers are giving away unnecessarily
You’re acquiring hard during BFCM and need those customers to buy again
You’re trying to make loyalty and rewards pull more weight after the sale ends
You need a clearer way to tell whether your retention strategy is actually paying off
