Sephora with a timely example of the good and bad of sales.

First the good, they’ve created routines and anticipations around their sales because they only do 2 a year. Constant sales can devalue brand perception. This approach maintains luxury standing while making the sale feel like a treat for customers vs. a money grab.

The bad, you gotta be prepared. General infrastructure stability seems like an internet-wide issue right now, but if you know this is one of your biggest moments you need to provide a good experience. It’s TSwift Ticketmaster all over again.