Offer Discounts Toward the End of the Month

By the end of the month, customers have depleted their monthly budget. They're seeking ways to save money.

Discounts at end of calendar month


Small budget? Payments are more painful (Soster, Gershoff, & Bearden, 2014).

That's why discounts are more appealing toward the of the month. At this time, some customers have depleted their budget, and they're seeking ways to save money.

Alternatively, give free trials at the beginnings of months when budgets are higher:

[free trials] might be better timed at the beginning of the month, or immediately after consumers receive tax refunds, in order to ensure that budgets are not approaching exhaustion at the time of purchase (Soster, Gershoff, & Bearden, 2014, pp. 672-673).

  • Soster, R. L., Gershoff, A. D., & Bearden, W. O. (2014). The bottom dollar effect: the influence of spending to zero on pain of payment and satisfaction. Journal of Consumer Research, 41(3), 656-677.