Why Smart Brands Do Offer Discounts (Even the Premium Ones)

Hey there, it’s Patrick from TVG.

We talk to founders all the time who say:

We get it.

You’ve spent years building a premium product and a strong brand.

You should be cautious about slapping 20% off stickers everywhere.

But here’s the truth:

Discounting—done correctly—isn’t cheap. It’s strategic.

And when you understand how to position it, you can drive more first-time purchases without eroding your brand or margins.

Take Vuori, for example.

They’re one of the most premium athleisure brands on the market.

Their products aren’t cheap—and they don’t feel cheap.

But they offer a 20% welcome discount for new email subscribers.

Why?

Because they know the lifetime value of a customer.

And they understand that offering a compelling first-time incentive is one of the most effective ways to lower CAC and increase conversion rates—without running constant sales.

Here’s the framework we use with our clients:

1. One-time Welcome Offer:

   Position the discount as an exclusive offer for new customers (via email/SMS opt-in). This feels personal, not desperate.

2. Anchor to Value, Not Price:

   Make the product feel premium first—then layer in the offer. Customers need to want it before they see the price.

3. Tie It to a Reason:

   Whether it’s a product launch, a seasonal event, or a welcome series—context is key. Discounting without a reason feels random. Discounting with intent feels strategic.

Results?

For brands using this strategy, we’ve consistently seen:

• +20–30% increase in email opt-ins

• +15% lift in first-time purchase conversion rates

• Stronger flows and higher LTV down the line

So if you’ve been hesitant to offer a discount…

Just remember: Discounting isn’t the problem—lazy discounting is.

Want help setting up a high-converting welcome offer that doesn’t hurt your brand?

Book a free strategy call with our team here.

Let’s scale,

Patrick O’Driscoll

Founder @ TVG