A store advertises twenty percent off all winter coats for a long weekend and places the coats on prominent tables. That coordinated effort is a promotion. It aims to increase sales of specific items or to raise overall traffic in a short period.

Promotions include discounts, multi-buy offers, contests, samples, and limited-time events. They are supported by in-store signage, email, advertising, and staff communication. Effectiveness is measured by lift in sales compared with the non-promoted baseline, after accounting for margin reduction.

Over-promotion can condition customers to buy only when items are discounted. Strategic promotion clears seasonal stock, introduces new products, or counters competitive activity. The best promotions feel timely and relevant rather than constant and noisy.

A well-executed promotion creates urgency without destroying long-term value perception.