When it comes to making purchases, nothing quite gets people moving like a good discount.
After all, who doesn’t like saving money?
Studies show that 92% of consumers in the U.S. used discount coupons while purchasing online. In fact, the likelihood of a purchase can increase by 21% when a discount is offered.
Clearly, a strong promotional strategy should be your top priority. By cleverly implementing discounts, you can turn window shoppers into loyal customers.
'Consumers are becoming increasingly deal-conscious,' says Matthew Shay, NRF President and CEO. 'Retailers are strategically using promotions to entice shoppers to spend more,' he adds.
One such effective strategy is the Buy X Get Y discount. These offers tap into a basic human desire: getting something for free.
The most common and likely the oldest example of a Buy X Get Y discount is the classic "Buy One, Get One Free" (BOGO) offer. No, really, think about the last time you visited a store and saw a BOGO deal on cereal, yogurt, or even toilet paper.
These deals have been around for decades, perhaps even centuries in some form. It's simple to understand, easy to implement, and appeals to a basic desire for savings.
So, how does one get started with creating a "Buy X Get Y" discount in their Shopify store? In this blog, we'll provide a detailed guide to setting them up effectively, along with inspiring examples from successful brands.
What is a Buy X Get Y Discount?
A Buy X Get Y discount is a promotional strategy that incentivizes customers to purchase more items.
The idea is simple: when you buy a certain quantity of one item (X), you get another item (Y) for free or at a discounted price.
For example, a store might run a "Buy 2 T-shirts, Get 1 Free" promotion. In this case, X is 2 and Y is 1 (the free t-shirt). Typically, there are two main types of Buy X Get Y Shopify discounts, categorized by how customers qualify for the deal:
Quantity-based: Here, the customer needs to purchase a certain number of items (X) to qualify for the discount. For example, "Buy 2 T-shirts, Get 1 Free." This encourages customers to buy more than they initially wanted, increasing their overall purchase value.
Spend-based: This variation focuses on the total amount spent (X) rather than the number of items. For instance, "Spend $50, Get 20% off your entire order." This motivates customers to add more items to their cart to reach the spending threshold and unlock the discount.
The item received for free (Y) can be anything. It could be:
A completely free product: This is the classic "Buy One Get One Free" (BOGO) offer, where the second item is free.
A discounted item: The customer might get a great discount on the second item, like 50% off.
The cheapest item: In some cases, the least expensive item in the cart becomes free with this type of promotion.
This type of discount is often used to move inventory, increase sales volume, or reward loyal customers. It benefits both the buyer and the seller, as the buyer gets more value for their money, and the seller increases their sales.
Why Should You Offer Buy X Get Y Shopify Discounts?
1. Clear Out Slow-Moving Inventory
Do you have a specific style of shoe or a pant or perhaps a foundation that just isn't moving as quickly as others?
A Buy X Get Y Shopify discount can help. Consider offering a deal like "Buy a pair of full-priced X, Get 50% off on Y."
This frees up space for new products and helps you optimize your inventory management.
Victoria’s Secret, for instance, uses this strategy to clear out their last season's mists & body care collection before rolling out the latest ones.
Clearly, Buy X Get Y Shopify deals are a great way to move slow-moving or excess stock.
Shoppers are afraid of trying a new product from a brand they don’t know about.
According to a Forbes article, 'Customers face uncertainty when they buy a product for the first time from a company they’re unfamiliar with.'
This fear stems from the potential for disappointment, especially with high-value items. They might worry the product won't live up to the hype, or leave them feeling like they wasted their money.
However, this risk can be lowered by using the Buy X Get Y discount strategy.
Buy X Get Y Shopify deals allow customers to test the waters. By offering a free or discounted item alongside a purchase, you provide a safety net for hesitant customers.
If the buyer loves the product, you've gained a new loyal customer. If not, the financial risk is minimized by the freebie.
This discount strategy is a favorite of beauty companies. For example, Sephora offers a free travel-sized product with orders exceeding a certain amount, encouraging customers to add additional items to their skincare routine. Not only this, the discount is only applicable to those who are part of their "Beauty Insider" loyalty program. This way Sephora also collects customer data and converts one-time buyers into long-term, engaged customers.
Suppose a customer is browsing your selection of t-shirts. They might initially consider buying just one. But with a "Buy 2, Get 1 Free" offer, they're suddenly incentivized to purchase two shirts, instantly increasing your sales. After all, customers are naturally drawn to deals that offer them more for their money.
This strategy is exactly why brands like Old Navy frequently use "Buy X Get Y" deals. They frequently run promotions offering customers a free pair of jeans with the purchase of a regular-priced item.
This undoubtedly entices shoppers to add more to their carts, leading to a surge in sales.
For any online store owner, increasing the average order value (AOV) is a metric they actively chase. The good thing is that you can turn to Buy X Get Y Shopify discounts to give your AOV a significant boost.
These promotions play on our natural desire for a good deal. For most buyers, the urge to snag that extra item for free is too strong to ignore, pushing them to add more to their cart and boosting their overall order value.
Too Faced Cosmetics is a masterclass in using "Buy X Get Y" discounts to boost AOV. They often run promotions like "Spend $50, get 2 free samples" and "Buy any eyeshadow palette, Get a free eyeliner".
These deals encourage customers to not just buy a single item but to complete their makeup look or reach a spending threshold for the freebie. This strategy effectively increases TooFaced's average order value and keeps customers coming back for more.
Now that you understand the importance of offering a Buy X Get Y Shopify discount on your online store, let’s see how to set it up quickly.
However, before we get started, there are a few things to consider:
Which products are included in the sale? This type of discount works well for products with high margins, where the free item can be a lower-cost item or one that isn't selling well. You can also use it to encourage customers to try new products.
Will the discount kill sales of the free product? If the item you are giving away for free is something that customers would normally buy on its own, you may end up giving away too much profit.
Have you factored in the cost of the free item and potential lost sales? The "free" item isn't really free - you're giving up the revenue you would have earned from selling it at full price. You also may lose some sales of the discounted item, if customers would have bought it at full price without the promotion.
Is your inventory sufficient to handle the increased demand? A successful promotion can lead to a surge in sales, so you need to make sure you have enough stock of discounted and free items to meet customer demand.
When will the sale start and end? Decide whether it will be a limited-time offer, such as a weekend sale, or an ongoing promotion. Being clear about this will help create a sense of urgency.
How will you clearly communicate the terms of the promotion? Your customers need to understand exactly how the discount works, what products are included, and what the minimum purchase amount is.
1. Define Your Goals and Target Audience:
Start with laying the groundwork for your entire offer. Ask yourself what you’re hoping to achieve with this promotion.
Do you have excess stock of a particular product that you want to clear? Or perhaps you want to encourage customers to spend more overall and increase your average order value. A well-designed Buy X Get Y Shopify promotion can be a powerful tool to achieve any of these goals.
Focusing on your target audience is also important. That means having clarity on who you are targeting with this promotion. Existing customers, new customers, or a specific demographic? Tailoring your promotion to their needs and preferences will make it all the more appealing.
By clearly defining your goals and target audience, you'll be well on your way to crafting a strategic Buy X Get Y Shopify promotion that aligns with your overall business objectives.
2. Decide on the Discount Structure
Once you've nailed down your goals and target audience, it's time to design the specifics of your "Buy X Get Y" Shopify promotion. This involves two key decisions: what the customer needs to do to qualify (X) and what they'll get in return (Y), along with the technical details of how the offer will work.
Here’s an easy way to set it up:
X (Qualifying purchase): How many items does a customer need to buy to qualify for the offer? (e.g., Buy 2...)
Y (Free or discounted item): What will they get for free or at a discount? (e.g., Get 1 Free, Get 50% off the 2nd item)
Here’s the catch: This hinges on your goals. To clear old stock, offer "Buy 2 of the same item, Get 1 Free" for those products. To boost overall sales, consider a minimum purchase amount with a discount on the entire order.
Finally, iron out the technicalities. Will the discount be applied automatically at checkout, or will customers need to use a special promo code? Will the offer apply to all products in your store or just specific ones you want to promote? Think about any limitations like minimum purchase amounts or stacking with other discounts.
3. Set Clear Terms & Conditions
Setting clear terms and conditions helps inform your customers exactly what they need to do to qualify for the offer and what limitations might apply.
Here's a breakdown of what you need to consider when crafting your terms and conditions:
Validity Period: How long will the promotion run? A clear start and end date lets customers know when they need to act.
Minimum Purchase Amount: In addition to buying "X" items, do you want a minimum spending threshold to qualify?
Stacking with Other Discounts: Can customers combine this offer with other promotions you might have running concurrently? Decide if you want to allow this for maximum flexibility or keep things simpler.
Maximum Uses per Customer: For particularly generous promotions, you might want to limit how many times a single customer can take advantage of the offer.
Communicating these terms and conditions will help you manage customer expectations and avoid any confusion during the promotion period.
4. Implement the Discount in Shopify
There are two main ways to set up a Buy X Get Y Shopify discount on your store:
Automatic Discount:
This is the simplest method and doesn't require customers to enter a code at checkout. If youyou’re running a sitewide promotion, using an automatic discount would be ideal. Here's how you can set up an automatic Buy X Get Y Shopify discount:
Log in to your Shopify admin panel.
Go to Discounts.
Click the + button to create a new discount.
Select Buy X Get Y as the discount type.
In the Customer Buys section, choose whether you want the discount to be triggered by a minimum quantity of items or a minimum purchase amount.
Decide how the discount will be applied:some text
Discount percentage: Offer a percentage discount on the discounted item (e.g., Get 50% off the second T-shirt).
Free item: Make a specific product free when the minimum quantity is purchased.
In the Discount applies to section, choose which product(s) will be discounted (the Y item). You can offer a free item (discount of 100%) or a percentage discount.
Set any additional rules or restrictions (e.g., specific product collections or minimum order value).
Set the Start date and the end date of the promotion. Click save and your discount will be activated.
Discount Code:
Use discount codes when you want to run targeted or exclusive promotions because they offer more control over who receives the discount.
This method requires customers to enter a specific code at checkout to receive the discount. Follow these steps to set up a code of Buy X Get Y Shopify discount:
Follow the same steps as above to create a discount, but under Method, choose Discount code.
Enter a unique and memorable code for your promotion (e.g., BOGO50 for Buy One Get One 50% off).
Define the requirements under Customer buys as with the automatic discount.
Click Save.
Shopify's built-in discounts are a convenient way to offer sales and promotions. However, they can become limiting as your business grows. You're stuck with basic discount structures and can't target specific customer segments. Not to mention, reporting is basic and doesn't provide insights into how your discounts are performing.
That's where Kite by Skai Lama can help. This Shopify app lets you enable advanced discount structures like tiered pricing and bundles. You can target specific customers and customize discount codes to match your branding.
Running a Buy X Get Y Shopify promotion with Kite is simple and effective:
Kite offers various discount structures. Decide what type of discount you want to create (e.g., percentage discount, tiered discount, buy X get Y).
Customize your promotions to fit your unique business goals and audience preferences.
Leverage Kite's Custom Rules and Conditions feature for unparalleled flexibility in discount setup.
Monitor promotion performance in real-time and make adjustments to get the best results.
Most importantly, Kite provides in-depth analytics to measure the effectiveness of your promotions. With Kite, you can design strategic discount campaigns that drive sales and customer engagement.
5. Promote Your Offer
Missing out on promoting your Buy X Get Y Shopify discounts is like consciously letting it gather dust on your store. Actively promoting them is key to maximizing their impact. This translates to more customers who understand the deals and are incentivized to add extra items to their carts, boosting your Average Order Value (AOV). Here are some tips to get you started:
Homepage Banner or Slider
Start with your website. After all, it is your most valuable promotional space. Create clear and visually appealing banners or pop-ups on your homepage and product pages. Ensure the details are easily accessible, prominently displaying the qualifying purchase (X), the freebie or discount (Y), and the timeframe of the offer.
Take a cue from Shein. They use eye-catching website banners to announce their ongoing "Buy More, Save More" promotion. The banner clearly states the discount tiers (e.g., 10% off for $69+, 15% off for $109+) and prominently features a "Collect" button.
Product Page Callouts
Don't wait for customers to reach the cart.
Add callouts or badges to product pages for items included in the promotion. Indicate the discount terms (e.g., "Buy 2 Get 1 Free") and any eligible products to encourage customers to take advantage of the offer.
Checkout Page Reminder
As customers proceed to checkout, display a clear and concise reminder about the ongoing BOGO offer. This works as a last nudge, potentially reminding them of forgotten items needed to qualify for the discount.
Cart Page Pop-up
Instead of a generic message, trigger a pop-up or notification on the cart page to inform customers about the Buy X Get Y Shopify promotion.
This personalized approach can be highly effective. Include details about how close they are to qualifying for the discount and encourage them to add more items to their cart if necessary.
Create a Dedicated Landing Page
Design a dedicated landing page on your Shopify store that provides detailed information about the Buy X Get Y Shopify promotion. Include product recommendations, FAQs, and clear instructions on how customers can redeem the offer.
If you have a physical store, promote the offer there as well. Use signage, and flyers at checkout counters, or even train your staff to mention the promotion to customers.
The key is clear communication, creating a sense of urgency, and highlighting the value proposition for the customer.
Ultra Beauty knows confusing sales can leave customers frustrated. To deal with this, they've created clever landing pages specifically for their sales and buy more, save more offers. These landing pages ditch the clutter and directly communicate the Buy X Get Y offers to the customers by highlighting the products. All a customer needs to do is to click on the offer and then they will be redirected to the product category page, where they can browse a curated selection of items that qualify for the discount.
This helps customers get an overview of all the active promotions in the store and quickly find the deals they're looking for.
Overall, promoting your Buy X Get Y Shopify offer is an investment that pays off in multiple ways. It increases sales, strengthens customer perception, and even helps manage inventory.
Best Practices For Offering a Buy X Get Y Shopify Discount
1. Use Shopify Discount Code Generator Apps
Manually creating unique discount codes for Buy X Get Y Shopify promotions, especially in large quantities, can be very time-consuming.
Apps like Kite automate this process, allowing you to generate a wide range of discount offers in just a few clicks. This frees you up to focus on other marketing tasks.
On top of that, many apps offer customization options. You can design the codes themselves with prefixes, suffixes, or specific lengths to match your branding or track promotions easily. Some even provide advanced features like setting expiry dates, usage limits, or restricting codes to specific customer groups.
2. Highlight Value
When crafting a Buy X Get Y Shopify promotion, the key is to make the value proposition for the customer crystal clear. Don't bury the lead. Use these tips:
Make the benefit of the promotion clear and upfront.
Highlight the savings customers can achieve by purchasing more.
Quantify the value whenever possible. For example, instead of just saying "Buy one, get one free," you could say "Buy one t-shirt and get another of equal or lesser value for free!"
Images can be powerful tools. Consider using graphics that showcase the discounted price or highlight the "free" item.
3. Clear and Simple Terms
Save your customers the mental gymnastics and time to understand the terms of the promotion. Keep it super clear and simple so that they can focus on the purchase. Follow these tips:
Avoid overly technical terms or jargon. Keep the conditions easy to read and understand.
Use bullet points to break down the requirements. This makes it easier for customers to scan and grasp the key points.
Don't overwhelm customers with unnecessary details. Highlight the essential criteria for qualifying for the discount (e.g., minimum purchase amount, specific products included, exclusions).
If there are any restrictions (e.g., limited quantities, specific colors excluded), disclose them.
4.Promote Across Channels
Meet your customers where they are. Tell them about the sale on their favorite channel be it social media, SMS, email, website, or ads. This multi-channel approach will increase the chances of your target audience seeing the promotion. Here are a few tips to promote your offer effectively across different platforms:
Take a cue from Warby Parker’s recent sale – buy two or more pairs of prescription eyewear to get 15% off. They sent targeted emails to the customers highlighting the offer.
Social Media: Leverage social media platforms like Facebook, Instagram, and Twitter. Create engaging posts highlighting the discount with eye-catching visuals and clear messaging.
Email Marketing: Reach out to your existing customer base through targeted email campaigns. Use customer names in emails and highlight products relevant to their browsing history. Include a strong call to action within the email.
Paid Advertising: Consider paid advertising options on social media platforms or search engines to target a wider audience. This way you can tailor your message to specific demographics or interests, potentially reaching new customers who might be interested in your offer.
Add a Countdown Timer
Use a countdown timer to show how long the offer is valid. Customers might fear missing out on a great deal if they don't act quickly. The ticking clock can create a sense of urgency, prompting them to make a purchase decision before the offer vanishes. This can lead to more impulse purchases, where customers might buy something they weren't initially considering, simply to secure the discount.
By creating a sense of urgency, you can potentially increase your sales during the promotional period. Customers are more likely to complete their purchases or add more items to their cart to qualify for the discount before it disappears.
Examples of Successful Buy X Get Y Shopify Promotions That You Can Copy
1. Bath & Body Works
Customers' eyes light up when they see a huge discount. But when there is a free item, the happiness is off the charts. According to BBC, ‘Shopping a sale gives you the same feeling as getting high’.
Discounts validate a purchase decision, but a freebie feels like an unexpected bonus, a type of adrenaline rush and excitement that a simple discount can't match. It's like finding money in your pocket – pure, unadulterated joy.
The classic Buy X Get Y Shopify deals hit right at that sweet spot. Even if the lowest-priced item is free, the perception of getting something for nothing is incredibly powerful. It creates a sense of winning and capitalizes on that emotional high. Such promotions encourage customers to buy, even if they hadn't planned on buying two items.
Bath & Body Works nails this with their "Totally Tropical Event" one-day sale. They offer a Buy 1 Get 1 Free deal on select body washes. While the free item is the lowest-priced wash, customers are still getting a seemingly significant reward – a free product. Now you're not just getting a discount, you're scoring a bonus item. That feeling of excitement is exactly what the promotion aims for to get customers to spend more overall.
However, this strategy isn't without its considerations. Stores need to ensure they maintain healthy profit margins even with the freebie factored in. However, when used strategically, Buy X Get Y Shopify deals can be a powerful tool to drive sales.
2. Skechers
Buy X, Get Y 50% Off promotion works exceptionally well when paired with bestsellers or products that naturally go together.
For example, if you offer a BOGO 50% off deal where customers who buy a pair of your best-selling wireless headphones, get 50% off any phone case or portable charger. This leverages the popularity and positive reputation of the headphones to incentivize customers.
They might be more likely to add a complementary phone case or charger they weren't initially considering, especially at a discounted price. The perceived value of the overall purchase increases, and customers might be more likely to act impulsively to avoid missing out on the deal.
Skechers follows a similar Buy X Get Y Shopify promotion strategy where if you buy a pair of their best-selling running shoes, you get 50% off on the second pair. This strategy attracts those who have been hesitating about buying a best-seller, but the discount makes them complete the purchase.
By including a bestseller, Skechers leverages the product's established reputation and positive reviews. Customers are more likely to trust the value of the entire purchase if one item is already proven popular. It's like a built-in recommendation – if others love this product, the discounted item must also be good.
3.Sephora
Most buyers are hesitant when it comes to trying new products. The unknown can be risky, and committing to a full-sized product can feel like a gamble.
However, offering free samples along with their purchase can help reduce their anxiety. It’s one of the most effective strategies that online stores like Sephora use to introduce new products and potentially convert visitors into loyal buyers.
Sephora invests heavily in providing a wide variety of free samples, allowing customers to experiment with new fragrances, makeup shades, and skincare lines. This in turn increases the demand for the full-size versions. Customers who fall in love with a particular shade or formula through the sample are more likely to return and make a targeted purchase, boosting sales and brand loyalty.
Take Sephora’s ongoing promotion for example where if a customer spends $45 or more, they get a free fragrance sample set. This makes the purchase more rewarding and entices customers to buy more products than they initially planned to reach the minimum purchase amount.
Sephora communicates its Buy X Get Y promotion clearly online and in stores, simplifying the process for customers to qualify for the free sample and making their shopping experience straightforward and enjoyable.
This way free samples become a bridge between initial curiosity and confident buying, ultimately leading to a win-win situation for both the customer and the online store.
Run Your First Buy X Get Y Shopify Promotion with Kite
Ready to run your first Buy X Get Y Shopify promotion? We’ve got you covered.
Kite lets you craft strategic promotions that drive increased conversions and sales. With Kite, you can create targeted Buy X Get Y Shopify offers, manual & auto-free gifts, and fixed & volume discounts that entice customers to add more items to their carts and complete their purchases.
Skai Lama offers many other tools that can help your Shopify store thrive beyond promotions. These include running deals at checkout, upsellfeatures to encourage customers to add more items to their cart, and much more.
Get in touch with us to learn more about how Skai Lama can help you take your Shopify store to the next level
FAQs
1. How do I create a Buy X Get Y discount on Shopify?
Use Shopify’s built-in discount feature for basic Buy X Get Y discount ****or use Kite for advanced Buy X Get Y promotions options with manual or auto-free gifts, volume discounts, BOGO deals, and cart-value based promotions.
2. Can automatic discounts be set for specific product collections or categories?
Yes, Kite offers advanced targeting options, allowing you to precisely define which products qualify for automatic discounts based on collections, categories, or specific product variants.
3. How can customer lifetime value (CLTV) be impacted by Buy X Get Y discounts?
Buy X and Get Y discounts can increase customer lifetime value by encouraging repeat purchases and large order sizes, leading to higher customer spending over time.
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Yash B
Yash leads Product Marketing and Partnerships at Skai Lama. He talks about eCommerce Growth, App Stacks, and promoting your Shopify store and products across channels.
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