The “not so daily” Deal.

It was all the rage back then…Woot, Groupon, Living Social… there was one deal per day, miss out on it and too bad for you, you just missed an amazing deal.

The one-deal-per-day strategy worked back then because it was new, it was fresh and promoted scarcity. Consumers did not want to miss out on the amazing deal. A very short 12-18 months later and the one-deal-per-day strategy is no longer the norm. Nowadays consumers aren’t as excited to buy right away anymore, especially not when there are a dozen other deal sites in the same city about to promote the same deal 2 weeks later. The age of a deal-a-day has now become “The not so daily deal”

Nowadays,  sites offer deals that are promoted for 2, 3 days and even a full week. Sure, it’s still a daily deal but now it is promoted to maximize visibility and therefore available for more than 1 day. The majority of sites, especially the larger ones, still offer 1 deal per day, but more and more sites are starting to offer multi day deals. If the deal is great enough, they are hoping the extra days promoting it will increase sales.

We believe this strategy will continue to be adopted by most deal sites, especially niche ones. After all, as a consumer, who the hell has time or patience to look at new deals every day. A longer viewing period suits most consumers. Deal sites will follow suit.

4 Comments
  1. The problem with deals that last a few days is that consumers are given the chance to procrastinate the decision.

    As a consumer, I’ve thought a number of times, “I’ll come back to it tomorrow” and then forget about it. Part of the reason why the old style one-day deal is so effective is because it encourages consumers to take action immediately or at least by the end of the day (often a sufficiently short time so it’s still in the front of their minds).

    There is also the added element that these days consumers know there is very likely to be a similar offer by another company soon, further reducing the urgency of purchase.

    • al@canadiandealsassociation.com'

      Hello Andrea….thank you for your comment.
      Although a deal per day is a better motivator for consumers to buy, the reality of the market are such that this is no longer the case. A year ago, you had better buy it, or else it was really gone. Nowadays, as you mentioned, the same deal will appear again on a another competing site within a couple of weeks or so. Thus the deal per day concept looses its appeal and effectiveness. This is why we are seeing more sites offer deals for 2-3 days or even a week…extending the offer to more and more customers. Example. Teambuy recently had a deal for American Apparel. The deal was promoted for a whole week. Over the course of the week they sold over 19,000 vouchers, a significant amount more than the 5000 or so they sold on the first day. Because they extended this deal over the week, more people got to see it and benefit from it. Each site will determine what is best for their audience.

  2. Yes, I’ve also noticed that most sites have a 2-3 day offer period. In the UK, I think it’s possibly only Groupon that has the 24 hour cycle (though some deals run again the next day, making them effectively a 2-day offer).

    I do agree with you too. The 2-3 day period also offers a longer time for people to see that merchant’s page – its name/website/services etc. so even if readers don’t buy the deal, that business is getting exposure. And they might take action the next time they see the deal because it’s now from a business they recognise.

    With all the competition that’s around right now, it’s ever more critical for the smaller businesses to get their websites presentable with correct and up-to-date information (with good copy if possible).