25 Discount Code Strategies To Boost Sales

Discount codes are one of the simplest and most effective tools for boosting online sales. They can help you attract new customers, recover lost sales and reward loyal shoppers. But in order to maximise your chances of success, you'll need to ensure that you're sending the right offer, to the right people, at the right time.

But if you don't know where to start, fear not! This guide will cover 25 discount code strategies that are proven to increase sales and help you retain existing customers.

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Table of Contents

• The Psychology Behind Discount Code Offers
• What Makes a Discount Code Strategy Successful?
• 25 Discount Code Offer Strategies to Boost Ecommerce Sales
  • 1. Welcome Discount for New Subscribers
  • 2. First-Time Buyer Discounts
  • 3. Limited-Time Flash Discounts
  • 4. Abandoned Cart Recovery Discounts
  • 5. Minimum Spend Discounts
  • 6. Loyalty Discounts for Returning Customers
  • 7. Bundle and Save Discounts
  • 8. Tiered Discounts Based on Spend
  • 9. Free Shipping Codes
  • 10. Exit-Intent Discounts
  • 11. Mystery Discounts
  • 12. Referral-Based Discounts
  • 13. Seasonal or Holiday Discount Codes
  • 14. VIP or Member-Only Offers
  • 15. Review Incentive Codes
  • 16. Gamified Discounts (Spin-to-Win, etc.)
  • 17. Birthday or Anniversary Discount Codes
  • 18. Limited Stock or “Last Chance” Discounts
  • 19. Product Launch Promo Codes
  • 20. BOGO (Buy One, Get One) Deals
  • 21. Re-Engagement Discounts for Inactive Customers
  • 22. Influencer/Partner Promo Codes
  • 23. Social Media Engagement Discounts
  • 24. Early Access or Pre-Order Discounts
  • 25. Military, Student and Community Discount Codes
• Final Thoughts: Turn Discount Strategies into Sales with ShopWired
  • Offer Discount Codes To Your Customers on ShopWired

The Psychology Behind Discount Code Offers

Discount code offers tap into the way people think, feel and make decisions when they shop online. They can help create a sense of urgency and reward that people don't want to miss out on.

When used strategically, discount codes do more than increase sales — they influence how your brand is perceived and how confident someone feels about making a purchase. A well-timed offer can shift someone from “maybe” to “yes” by creating a moment of emotional momentum. That’s because discounts play on key psychological principles that influence how we behave as consumers.

Below are some common psychological triggers.

Scarcity and urgency

Limited-time offers or one-use codes trigger a fear of missing out. When shoppers feel time is running out, they’re more likely to act quickly.

The power of reward

Getting a discount feels like earning a reward. It adds a sense of accomplishment to the purchase making the experience more positive and memorable.

Fear of missing out ("FOMO")

People are more motivated by the thought of losing a deal than gaining something extra. A disappearing discount can feel like a missed opportunity — and that’s something most shoppers want to avoid.

Instant gratification

A discount code offers an immediate benefit — something we don’t have to wait for. That feeling of “getting something now” taps into our desire for quick wins.

Perceived value shift

Discounts can shift how people view value. By showing the original price next to the discounted one, the offer feels bigger and the product more desirable.

What Makes a Discount Code Strategy Successful?

Before we dive into the 25 strategies, it’s worth understanding what separates a powerful discount from one that gets ignored. A successful discount code offer isn’t just about slashing prices — it’s about aligning the offer with your goals, your audience and the customer journey.

Here are a few core principles that make a discount strategy effective:

It’s timed to customer intent

Offering a discount too early can devalue your product. The best offers are sent when someone’s already engaged.

It’s relevant to the audience

A first-time buyer might need a welcome incentive. A loyal customer might respond better to a loyalty reward. The more tailored the offer, the more likely it is to convert.

It feels exclusive or limited

Whether it’s a one-off offer or a limited-time code, people are more likely to act when they feel they’re getting access to something not everyone else is.

It’s easy to use

Complicated redemption steps or unclear terms will kill a sale. The best discount codes are simple: enter a short code, see the discount applied and check out.

It aligns with your goals

Every offer should have a purpose. Whether you're trying to boost AOV, encourage repeat purchases or recover abandoned carts, your discount should work in service of that goal — not just blanket every customer with a random % off.

25 Discount Code Offer Strategies to Boost Ecommerce Sales

No two customers are the same — and your discount strategy shouldn’t be either. Whether you’re trying to convert first-time visitors or bring back long-time buyers, the right offer at the right time can make all the difference.

Below are 25 proven discount code ideas to inspire your next campaign, grouped by purpose and customer intent.

1. Welcome Discount for New Subscribers

Offering a discount in exchange for an email address is one of the easiest ways to grow your list and encourage first-time purchases. 

Whether it’s 10% off their first order or free shipping, a small incentive can nudge new visitors to make their first move — and give you a direct line to follow up with future offers and updates.

2. First-Time Buyer Discounts

Not every first-time customer will join your email list — so it’s worth having a visible, no-strings-attached offer available for new shoppers too. Think of this as your way of reducing friction for someone who’s ready to buy but still on the fence.

You might promote a “First Order: 10% Off” message across your homepage or product pages, even without requiring an email signup. This kind of upfront incentive builds trust quickly and gives new visitors the push they need to complete their first checkout.

First-time buyer discounts are especially effective in competitive markets where a small discount can tip the scales in your favour.

3. Limited-Time Flash Discounts

Creating urgency is a proven way to drive faster conversions — and nothing builds urgency quite like a flash discount. These are short-term offers that are only available for a few hours or a single day, encouraging customers to act quickly or miss out.

You can run flash sales around specific events (like payday, product drops or seasonal offers) or simply to give sales a quick boost. Use timers on your website and subject lines like “Ends in 24 hours!” to add pressure in a way that’s exciting, not pushy.

Flash discounts work best when they’re rare and genuinely time-limited — overuse them and they lose their power.

4. Abandoned Cart Recovery Discounts

Sometimes all it takes to recover a lost sale is the right nudge. Abandoned cart discounts are sent to shoppers who added items to their basket but didn’t complete checkout. The intention of this email is to bring them back to complete the purchase. 

For example, you might email them 24 hours later with a small discount or free shipping offer to encourage them to finish the purchase. Add a sense of urgency by making the offer valid for a limited time only.

This tactic is especially effective for high-intent shoppers who just needed a little push — and when automated, it can quietly bring in sales you might have otherwise lost.

5. Minimum Spend Discounts

Offering a discount when customers reach a certain spend threshold is a smart way to increase your average order value. Rather than discounting everything, you’re encouraging bigger baskets without sacrificing as much margin.

For example:

• “Get £10 off when you spend £50”
• “Save 15% on orders over £75”

These offers work well because they feel like a reward for spending more, not just a blanket discount. They’re especially effective when paired with free shipping at the same threshold, making it even more tempting for customers to add that extra item to their cart.

6. Loyalty Discounts for Returning Customers

Winning over a new customer is great — but keeping them coming back is where long-term growth really happens. Loyalty discounts reward repeat customers for their continued support and help deepen the relationship over time.

You might offer returning shoppers a small discount on their next purchase after they’ve ordered a certain number of times, or send out exclusive codes to your most loyal customers each quarter. These kinds of perks show that you value their loyalty and can turn casual buyers into true brand advocates.

Loyalty codes can also be paired with a simple points-based reward system. For example, “Earn £5 off for every £50 you spend” encourages ongoing purchases while making shoppers feel recognised and appreciated.

7. Bundle and Save Discounts

Encouraging customers to buy more at once is a smart way to increase average order value, and bundle discounts make it easy. By grouping related products and offering a discount when they’re bought together, you create a sense of value while helping shoppers discover complementary items.

For example, you might offer:

• “Buy 3, Save 15%”
• “Complete the set and get 10% off”
• “Buy a jacket and jeans together, get £10 off”

These kinds of offers work especially well for skincare routines, home decor sets, food items or anything that’s typically bought in multiples or as part of a collection. You’re giving people a reason to buy more and feel good about it.

8. Tiered Discounts Based on Spend

Tiered discounts give customers a reason to spend more by rewarding them at each threshold they reach. Instead of offering a flat discount, you increase the incentive based on how much the customer spends, turning every extra pound into added value.

For example:

• Spend £50, get 10% off
• Spend £100, get 15% off
• Spend £150, get 20% off

This approach not only boosts your average order value but can also encourage customers to explore more of your range in search of that next threshold. Tiered offers work particularly well during promotional periods or clearance events when shoppers are already primed to add more to their basket.

9. Free Shipping Codes

Shipping costs are one of the top reasons customers abandon their carts. Offering free shipping through a discount code removes a major point of friction and makes it easier for shoppers to say yes.

You can offer it as a blanket promotion (“Free Shipping This Weekend”) or tie it to a spend threshold, like “Free Shipping on Orders Over £50.” The latter not only removes the delivery objection but also helps lift your average order value.

Make sure the offer is clear on key parts of your website, such as on the homepage, in the basket and at checkout so it’s easy to spot and even easier to redeem.

10. Exit-Intent Discounts

An exit-intent discount is triggered when someone’s about to leave your site without purchasing. Certain actions like moving their cursor toward the back button or closing the tab can trigger a discount code pop-up. This is your last chance to convert them before they go, and a well-timed offer can tip the balance.

Some messages you could include are:

• “Wait! Here’s 10% off — don’t miss out.”
• “Still thinking it over? Take 15% off your order — but only for the next 10 minutes.”
• “Leaving already? Here’s free shipping on us if you complete your order today.”

You could also offer free shipping or a small gift with purchase to sweeten the deal.

Exit-intent offers work best when they’re simple, time-limited and targeted at users who’ve shown real interest, such as adding items to their cart. Just be careful not to overuse them or you risk annoying regular shoppers who aren’t actually trying to leave.

11. Mystery Discounts

Mystery discounts add a playful twist to the traditional offer. Instead of telling customers exactly what they’ll get upfront, you invite them to click, spin or reveal their surprise discount in a fun way.

This small element of gamification sparks curiosity and can increase engagement rates dramatically. People love the thrill of uncovering a deal, even if it’s small, and they’re often more likely to complete a purchase once they’ve “won” something.

You can implement mystery discounts using pop-ups, or things like virtual scratch cards or spin-to-win wheels, and tailor the reward to suit your profit margins. Just make sure you’re transparent about any conditions and make it simple to redeem.

12. Referral-Based Discounts

Referral discounts reward both your current customers and the new shoppers they bring in. They help turn word-of-mouth into a measurable sales driver. It’s a win-win: your loyal customers get an incentive to spread the word, and new customers get a reason to try your brand.

For example, you might offer “Give 10%, Get 10%” — where your customer sends a friend a 10% discount and gets 10% off their next purchase in return once the friend orders.

This strategy not only encourages sharing but also builds trust, since people are far more likely to try a brand recommended by someone they know. You can run this through email, loyalty apps or simple referral links embedded in your post-purchase flow.

13. Seasonal or Holiday Discount Codes

Seasonal promotions are a powerful way to align your discounts with what’s already on your customers’ minds. Whether it’s Black Friday, Christmas, Valentine’s Day or even a summer sale, tapping into key shopping periods helps you ride the wave of increased buyer intent.

You don’t need to wait for major retail holidays either — niche or brand-relevant dates can be just as effective. For example, a gardening store might offer a spring planting discount, while a fitness brand could run a “New Year, New Gear” promotion in January.

By planning your seasonal discounts ahead of time and using strong, time-sensitive messaging, you can boost urgency and position your offer as a timely opportunity rather than just another sale.

14. VIP or Member-Only Offers

These exclusive discounts are reserved for your most engaged or highest-spending customers — making them feel like insiders with access to special perks.

You might offer VIP customers early access to sales, higher-value discounts or member-only discount codes as a reward for their continued loyalty. For example, “VIPs Only: 20% Off This Weekend” or “Members Get Free Shipping All Month.”

Not only do these offers encourage repeat purchases, but they also strengthen brand loyalty by making customers feel recognised and appreciated. You can define VIP status however you like — number of purchases, total spend or simply by opting into a membership programme.

Advertising your VIP perks on your website can also motivate more shoppers to sign up and engage. When customers see what they could unlock, it gives them a reason to subscribe to your list and start their journey toward VIP status.

15. Review Incentive Codes

Customer reviews are one of the most powerful forms of social proof — and offering a small discount in exchange for feedback can help you collect more of them.

After a purchase, you might send a follow-up email saying something like, “Leave us a review and get 10% off your next order.” This not only encourages engagement but also increases the likelihood of a repeat purchase.

Review incentives work especially well when automated shortly after delivery as this is when the experience with your brand or product is still fresh. Just make sure to keep things genuine — you’re asking for honest feedback, not just 5-star ratings.

16. Gamified Discounts (Spin-to-Win, etc.)

Gamifying your discount strategy adds an element of fun and unpredictability to the shopping experience. Rather than offering a straightforward promo code, you let customers "play" for their reward — turning the act of claiming a discount into a fun event. It can also be a good idea to offer a second turn in exchange for an email address, as this helps you build your list whilst the customer is already engaged.

You’ve likely seen spin-to-win wheels or scratch card pop-ups that promise a mystery discount, free gift or free shipping. These work because they engage shoppers on an emotional level, triggering curiosity and anticipation; the thrill of the game! 

Just be sure your offers are worth the effort — if every spin lands on 5%, shoppers will quickly lose interest. Done well, gamified discounts create memorable moments that increase email signups, drive conversions and keep people coming back to try again.

17. Birthday or Anniversary Discount Codes

Everyone likes to feel appreciated — especially on their birthday. Offering a special discount to celebrate a customer’s birthday or the anniversary of their first order is a great way to build loyalty and show you care.

These offers feel more personal and are often perceived as a thoughtful gift rather than a sales tactic. A simple “Happy Birthday! Enjoy 15% off your next order” can reignite interest and bring someone back to your store without the hard sell.

You can automate birthday and anniversary emails through most ecommerce email platforms, making this an easy win that strengthens your customer relationships over time.

18. Limited Stock or “Last Chance” Discounts

Sometimes, urgency doesn’t need a countdown timer — it just needs scarcity. When customers know an item is nearly out of stock or being discontinued, that fear of missing out kicks in fast. “Last chance” discount codes take advantage of this urgency and can help you clear old inventory whilst boosting sales in the process.

Messages like “Only a few left — grab 15% off before it’s gone” or “Final call – discontinued lines 20% off” give shoppers a compelling reason to act now. These types of offers work especially well for seasonal products, end-of-line items or during transitions between collections.

Just be sure to use them honestly. If everything is always “almost gone,” customers will stop believing you — and the power of the offer fades.

19. Product Launch Promo Codes

Launching a new product is a prime opportunity to generate excitement — and a well-placed discount can help turn that buzz into immediate sales. Product launch promo codes act as a reward for early adopters, encouraging them to be among the first to buy.

You might offer “10% off our brand new [product name]” or create a limited-time launch bundle with a special deal for your most engaged subscribers. These offers not only drive traffic to the new product but also makes your existing audience feel like they’re getting first access to something fresh.

To maximise impact, build hype before the launch via your email list and social channels, then follow up with your discount code as soon as the product goes live. This creates a seamless path from awareness to action — turning curiosity into conversions.

20. BOGO (Buy One, Get One) Deals

Buy One Get One (BOGO) offers are a classic for a reason — they tap into the feeling of getting extra value without increasing spend. Whether it’s “Buy One, Get One Free” or “Buy Two, Get One Half Price,” these types of deals encourage customers to buy more, often pushing them past the point of hesitation.

BOGO offers are particularly effective when you want to increase volume or move specific product lines. They also feel more generous than standard discounts, which can improve customer satisfaction and make people more likely to share their purchase with others.

The key is to position the offer in a way that benefits both the customer and your bottom line. Choose items with healthy margins or products that complement each other to maximise impact.

21. Re-Engagement Discounts for Inactive Customers

Even your most loyal shoppers can go quiet over time — but that doesn’t mean they’re gone for good. A re-engagement discount is your opportunity to bring them back with a timely offer and a friendly reminder of what they’re missing.

You might send a “We miss you!” email with a 10% discount or a personalised message featuring products they’ve previously purchased. Including urgency in the offer (e.g. “Your exclusive 15% off ends in 48 hours”) can give them the final push to return.

These kinds of offers are best aimed at customers who haven’t purchased in a while but still have a history with your store. It’s a way to reignite interest and potentially recover revenue that wou

22. Influencer/Partner Promo Codes

Influencers and brand partners can help introduce your store to entirely new audiences — and a discount code gives that exposure a clear path to conversion. 

Whether you’re collaborating with a niche content creator or a well-known personality, offering a unique promo code can incentivise their followers to make a purchase. These kinds of offers feel more trustworthy when delivered through someone the audience already knows and respects.

The key is to make sure the offer feels exclusive — something that genuinely rewards the customer for discovering you through someone they trust. Back it up with a dedicated landing page that mirrors the influencer’s tone and message. When the experience feels seamless from social post to checkout, you’re far more likely to turn that new audience into loyal customers.

23. Social Media Engagement Discounts

Want to grow your social following and boost sales? Offer discount codes in exchange for actions on social media like following your page, tagging a friend or sharing a post. These micro-engagements can help expand your brand’s visibility whilst giving people a reason to interact.

For example, you could run a campaign like “Follow us on Instagram and get 10% off your next order” or “Tag a friend in the comments to unlock your exclusive discount code.” These offers not only build social proof but also encourage word-of-mouth in a way that feels organic.

The best part? You’re meeting your audience where they already are. When done well, social engagement discounts help you grow your reach, build community and drive more traffic back to your store — all with minimal spend.

24. Early Access or Pre-Order Discounts

Everyone loves feeling special — and early access discounts let your customers in on something special before everything else. These offers reward your most engaged audience by giving them first dibs on new products, collections or sales, often paired with a small discount as a thank-you for their loyalty.

For example:

 “Get 10% off and shop our summer collection 24 hours before everyone else.”

This strategy creates a sense of exclusivity while also generating buzz ahead of a wider launch. It works especially well with email subscribers, loyalty members or social media followers who’ve already shown interest in your brand.

Use countdowns, sneak peeks or limited quantities to build excitement — and you might just find that early access shoppers become your biggest advocates.

25. Military, Student and Community Discount Codes

Offering exclusive discounts to groups like students, military personnel and local community heroes (such as NHS workers or teachers) is a great way to show appreciation and build goodwill. These offers not only acknowledge the contributions of these groups but also help position your brand as one that values and supports its customers.

You might offer something like:

 “15% off for students with a valid ID”

 “Exclusive discount for NHS staff and educators — thank you for everything you do.”

These can be verified using apps like UNiDAYS, Student Beans, Totum or Blue Light Card, or you can handle eligibility manually through a short form. It’s a simple but powerful way to make people feel recognised — and it often leads to long-term brand loyalty.

Final Thoughts: Turn Discount Strategies into Sales with ShopWired

Discount codes work best when they’re part of a thoughtful strategy — one that delivers the right offer at the right time, to the right customer. With the 25 strategies we've explored, you're now well-equipped to boost conversions, increase average order value and foster customer loyalty through well thought out discount code offers. 

Offer Discount Codes To Your Customers on ShopWired

ShopWired provides a suite of ecommerce tools to bring these strategies to life. Whether you're looking to set up discount code offers, automate abandoned cart recovery or offer exclusive promotions to specific customer groups, ShopWired's platform makes it straightforward.

Ready to elevate your ecommerce game? Explore ShopWired's discount and voucher capabilities and discover how they can help you drive sales and build lasting customer relationships.

Start your free 14-day trial with ShopWired today!