To Discount or Not to Discount? How Sales Impact Your Brand in 2025
We’re conditioned to expect them, especially in retail. But for service-based businesses like photography, deciding whether or not to offer a discount isn’t as simple as slashing prices and waiting for the bookings to roll in.
Before you start adding “20% off” to your captions, let’s talk about what discounting really does, and how it can shape the way people see your brand.
→ Discounts are everywhere - from the flashiest Black Friday drops to random midweek sales your inbox didn’t ask for.
Used strategically, a discount can:
In short: it can work. The trick is making sure it’s intentional, not reactive.
- Fill a gap in your calendar - great for last-minute openings you’d rather not leave empty.
- Introduce you to new clients who may not have booked otherwise.
- Promote a specific service or product you want to highlight.
- Create urgency - nothing like a time-limited offer to push someone off the fence.
In short: it can work. The trick is making sure it’s intentional, not reactive.
The Upside of Discounting
Here’s where it gets tricky. Discount too often and you risk:
And in 2025, with client budgets tightening in some markets but values-based spending rising in others, perception is everything. A well-timed promotion can get attention; constant discounting can make you look desperate.
- Lowering perceived value - people start assuming your regular prices are inflated.
- Training your audience to wait for a sale before booking.
- Triggering a race to the bottom if others in your industry start matching your discounts.
- Diluting your brand positioning - especially if you’ve been marketing yourself as a premium or luxury service.
And in 2025, with client budgets tightening in some markets but values-based spending rising in others, perception is everything. A well-timed promotion can get attention; constant discounting can make you look desperate.
The Downside (and it’s a big one)
These days, clients are more marketing-savvy than ever. They know when a “sale” is just clever packaging. That means your discounting strategy directly impacts your brand identity:
Luxury positioning? Rarely, if ever, discount. Instead, add value - think exclusive bonuses, premium upgrades, or limited-edition offerings.
Mid-range positioning? Occasional, strategic discounts can work - but keep them minimal and tied to a clear reason (seasonal push, anniversary, off-peak incentive).
Volume-based business? More frequent discounts might fit your model, but make sure they’re sustainable.
Luxury positioning? Rarely, if ever, discount. Instead, add value - think exclusive bonuses, premium upgrades, or limited-edition offerings.
Mid-range positioning? Occasional, strategic discounts can work - but keep them minimal and tied to a clear reason (seasonal push, anniversary, off-peak incentive).
Volume-based business? More frequent discounts might fit your model, but make sure they’re sustainable.
Brand Perception in the Age of Transparency
If you’re hesitant to reduce your rates, try:
- Value-adds - include an extra print, album credit, or additional coverage.
- Limited-edition services - something new, available for a short time only.
- Flexible payment options - clients still pay full price, but over time.
- Loyalty rewards - incentives for repeat clients without lowering your base rates.
Alternatives to Discounting
Before you discount, ask yourself:
1. Does this align with my brand positioning?
2. Am I doing this to be strategic? Or is it because I’m panicking?
3. Could I add value instead of lowering my price?
4. Will this bring me the right clients, not just more enquiries?
5. How will I promote it so it feels intentional, not like a fire sale?
1. Does this align with my brand positioning?
2. Am I doing this to be strategic? Or is it because I’m panicking?
3. Could I add value instead of lowering my price?
4. Will this bring me the right clients, not just more enquiries?
5. How will I promote it so it feels intentional, not like a fire sale?
The Big Questions
Bottom line:
Discounting isn’t inherently bad. But the way you do it matters more than ever. If you want to maintain (or elevate) your brand perception, treat discounts like a scalpel, not a sledgehammer.
