The brands that discounted least grew most last BFCM. Sound right?

I work at Klaviyo, and there was a number from last year’s BFCM data that really stuck with me.

Across a steady group of about 10,000 Klaviyo brands, the ones with the lightest discounts grew fastest, around 14% year over year. Daily markdowns never went past 30%.

I wouldn’t treat that as a rule. My guess is those brands already had loyal customers, so it may not be “discount less and grow.” And I don’t know how many of those 10,000 look like a one-person shop.

I’d be curious if this rings true for smaller companies. If you run your business mostly on your own, what’s the plan this year for discounting: sitewide, VIP-only, tiered, or no discount?

Drop a line on your plan. And if you did something last year you’d never repeat, please share!