01

The experiment

Last November three shops in our readership decided not to discount at all. No Black Friday, no codes, no red signs in the window.

Instead they kept their prices, extended their opening hours on two Saturdays and wrapped every gift for free.

02

What the numbers said

Revenue in November was 4 to 9 percent below the year before. Margin was higher in all three shops, and December made up the difference.

The bookshop sold more gift cards than ever before, most of them to people who came in for the free wrapping.

03

What the regulars said

Almost nothing, which was the point. Two people asked whether there was a sale. Both bought anyway.

04

Try it yourself

Pick one thing you do for free instead of a discount. Wrapping, delivery in the neighborhood, a coffee while people wait. Then tell people about it in the window.