Roaming around supermarkets or flipping through the weekly specials in the local paper, one thing stands out: Buy two and get a discount. It’s everywhere.
We all know these offers usually benefit the retailer more than the consumer. But if the discount is deep enough, customers do win. Before the recession, before the economy took a hit, and before the unemployment surge, most discounts were applied to single products. Now, to push sales, to keep the doors open, retailers are leaning hard into volume deals—Buy Two, Get a Discount specials.
If you haven’t cottoned on yet, why not use this tactic in your small business? Why not get on the gravy train?
This is a proven way to boost sales volume. And yet, I see far too few small businesses using this basic but powerful method. It’s unbelievable, especially when supermarkets and big retailers are doing it every day.
Take a closer look at your product or service offerings. Is there a bundle or quantity deal you can offer? Something that gives the customer a perceived win while giving you a bump in turnover?
Try it. Even if it’s just a test. Discounting is old, yes—but underused in the small business world. And it still works.
It’s worked for plenty of others. I hope it works for you too.
A Little History of the Deal
The “Buy Two, Get One Free” and “Buy One, Get One Free” (BOGO) models go back centuries. Retail pioneer Josiah Wedgwood used similar techniques in the 1700s, and there’s a documented “Buy seven, get one free” offer from 1721 in Richard Bradley’s book. By the 1920s, companies like Procter & Gamble were using these promos widely.
Today, there are creative twists on the classic:
• Buy One, Get One 50% Off – A softer margin hit than full freebie.
• Buy X, Get Y Free – Think: Buy coffee beans, get a free mug.
• Buy One, Get a Free Gift – Samples or smaller items build loyalty.
• Multi-Buy Deals – “Buy 2, Get 2 Free” boosts average basket size.
• Limited-Time BOGO – Add urgency with deadlines or countdowns.
• Gamified Discounts – Loyalty tiers unlock better deals over time.
You don’t need to copy big retailers exactly. Tailor the idea to your niche, your customers, and your margins.
