It’s common to hear business owners say: “I don’t promote my sales; I don’t make any profit on those sales.” At first glance, that might sound logical. But this belief actually hides a massive missed opportunity.

Because the truth is, sales aren’t just about clearing inventory at a loss — when done right, they are a powerful tool for boosting profitability both short– and long-term.

Yes, margins are often lower on discounted items. But that doesn’t mean those sales don’t generate profit. In fact, they help optimize your space, free up cash flow, and — most importantly — attract ready-to-buy customers.

Idle inventory is tied-up capital. Refusing to liquidate it at a reduced price blocks cash that could be reinvested into high-demand products or into profitable marketing campaigns. Unsold products incur storage, insurance, depreciation, and lost opportunity costs.

Not promoting a sale because of low margins is like hosting an event… without sending any invitations.

Sales draw in price-sensitive shoppers, but those shoppers — when properly informed — are also highly responsive to upsells, bundles, or limited-time offers. With a well-thought-out cross-selling strategy, you can guide customers toward full-price items and boost the average basket size.

Strong visual advertising and a clear message generate momentum. According to the “Rule of 7” in marketing, a consumer needs to see or hear from your brand at least seven times before buying. A promoted sale — even with low profit per item — becomes a brand visibility and loyalty tool.

Some entrepreneurs believe they are “saving money” by not promoting their sales. In reality, that short-term saving often causes a much greater loss: missed customers.

Without promotion, you rely solely on organic traffic or existing customers. But in today’s competitive environment — especially with buying habits now largely digital — that’s simply not enough.

Brands that advertise their sales see more foot traffic, grow their customer base, and build stronger brand awareness. They also beat competitors who hesitate to invest in visibility.

Sales should not be viewed as an endpoint — they are a step in the customer journey.

A well-promoted sale can:

• Attract new customers who return later at full price;

• Grow your newsletter or social media following;
• Generate content (photos, reviews, testimonials) for future use;
• Convert idle stock into cash and free space for new arrivals.

In short: sales are not just financial events — they’re marketing opportunities.

To make your sales profitable, a clear strategy is essential. Here are some best practices:

• Announce your sale early — at least two weeks ahead;
• Use owned channels like your newsletter, website, or SMS — platforms you control 100%;
• Be honest and clear with discount messaging. If you promote “up to 70% off,” your stock should reflect that;
• Design compelling visuals with clear calls to action (e.g., “3 Days Only”, “Limited Quantities”);
• Target the right audience. Broad, generic ads are expensive and underperform. Instead, use niche platforms like lesventes.ca, where users are already in buying mode.

It’s crucial to understand that profit on a single item is not the same as profit from a campaign. Even a low-margin sale can be highly profitable if it generates:

• Sufficient sales volume;
• A higher average order value;
• New customer acquisition;
• Stronger brand visibility.

And in a world where consumer attention is everything, failing to be visible simply gives your competitors more space to grow.

The true cost of not promoting your sales is hidden: less traffic, aging stock, declining brand awareness, and a shrinking customer base.

So next time you’re planning a sale, ask yourself this: Do I really want to miss the chance to increase brand exposure, bring in new clients, and build long-term loyalty just because of a narrow focus on item margins?

Promoting your sales isn’t an expense — it’s a strategic investment.