Are frequent sales helpful or harmful? I run a lot of promotions but don't see results.

Sales are a proven e-commerce tactic and work well when you have the right audience. The issue is rarely too many sales—it’s that you haven’t yet built an audience of engaged, interested potential buyers. People wait for sales all the time (Black Friday, holiday discounts, seasonal promotions), and many purchases happen because of that incentive. However, if no one knows you or cares about your work yet, a sale won’t generate interest out of thin air. You’re not required to run every single promotional event—pick the ones that make sense for you (major holidays, a couple of seasonal sales, maybe Mother’s Day or Father’s Day). Focus your energy on growing your audience and building trust through consistent, authentic content. Once people are following you and emotionally invested in your work, sales and promotions will convert. The sales aren’t the problem; the missing audience is. Build that first, and the promotions will start working.

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Asked by a photographer questioning the value of frequent sales · Answered by Juan (One) · Office Hours · 2026-03-19