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In this episode, I explore one of the biggest questions creative business owners face at this time of year: should you offer discounts — and if so, when?

Black Friday and the festive season can stir up a lot of noise and comparison. Big brands launch huge promotions, inboxes burst with countdowns, and it can suddenly feel as if everyone else is doing it. For those of us running small, thoughtful, values-led businesses, it’s easy to wonder whether we’re supposed to join in — or whether opting out means falling behind.

This episode gently unpacks the reality of discounting for makers, designers, and service-based creatives, looking at both the perks and the hidden costs.

Key takeaways from this episode

When discounting can be intentional, strategic, and genuinely helpful
Why big brands and small creative businesses operate under wildly different margins
The myth that “everyone else is doing it” — and why comparison rarely shows the whole picture
The unseen impact of discounting on your energy, your pricing confidence, and your brand
How to pause, check in, and make decisions that feel aligned with your values

Welcome to Seasons in Business, a podcast for creative business owners who want to build something thoughtful and sustainable, at a pace that actually feels good. I'm your host, designer and printmaker Sarah Phelps, and if, like me, you're craving a slower, more spacious way to grow, with a little gentle encouragement along the way, you're in the right place. So turn off your notifications, grab a cup of tea or coffee, and get cosy.
Hi and welcome back! Today I'm going to talk about a question that comes up again and again for us creative business owners. It sounds deceptively simple, but it can stir up a lot of pressure, doubt and comparison.
And that question is: to discount or not to discount?
As we move into the festive season each year, things can start to feel noisy and a little overwhelming. The big brands are marketing hard — launching new products and announcing huge discounts. The pace can feel pretty relentless, and for small indie businesses, it's almost impossible to keep up and compete.
If you're anything like me it can catch you off guard, even though it happens at the same time every single year. And when we're not running promotions or offering discounts, it's easy to start wondering whether we're falling behind, missing out, or somehow not doing enough.
We'll ask ourselves, should I be offering a discount? Would a sale bring in more orders, or is it actually okay to stick with my usual pricing?
So today I want to gently explore the idea of discounting our products and services, and more importantly, how to make decisions that feel aligned with our values, our energy, and the kind of businesses we're trying to build.
Now, this particular question has been on my mind lately as we've just seen one of the business world's most divisive days (that seems to last for weeks) come and go. Yes, Black Friday. It may have started in the US, but thanks to e-commerce, it's become one of the biggest retail events worldwide. Some businesses embrace it, while others give it a miss. And I think it's fair to say we all have feelings about it.
Personally, I've never offered big Black Friday style discounts because my margins simply don't allow it. My prices are designed to work year round, cover my costs, supporting a modest profit, and helping me to make a living. Do I offer the occasional discount? Absolutely. I just choose to do it on my own terms when it feels right for me, rather than because the calendar says it's time.
So maybe you sat it out this year, but watched other people offering huge discounts and getting floods of orders, and wondered should I have done that too? Or maybe you did run an offer, and now you're sitting with the question of whether it was the right choice.
I'm not here to tell you what you should do. This is really just an invitation to pause, breathe and check in with yourself – so when these big discount moments roll around again, you can make decisions that feel grounded, spacious, and right for you.
So, let's begin by agreeing that there are times when discounting does make sense, and it can be genuinely effective when it's done with intention. Perhaps you're clearing out older or seasonal stock, or you have a handful of seconds that aren't quite perfect. Maybe you're welcoming new clients with a small intro offer, knowing that a long term relationship could grow from there. And discounts can also be a lovely way to reward loyal customers or newsletter readers — a quiet thank you for supporting you and your work.
Ultimately, if your margins are healthy, or if added value offers are already part of your strategy, a well-considered discount can work beautifully. The key is that it is planned, not pressured. And generous, but still grounded in the reality that your business needs to make a profit.
And this is where knowing your numbers helps massively, because when you understand what you can comfortably offer, discounting becomes a choice and not a compromise.
At the same time, it's important to remember that not all businesses are built the same. A big brand offering 50% off is operating in a completely different world to an independent maker working in small batches, or a creative with project-based pricing.
Many of us simply can't afford to offer large discounts because our margins are already carefully balanced. Often, we’re sourcing high quality materials, using traditional processes, and working alone, which means each piece takes time and care. That's part of what makes our work special, but it also makes large discounts difficult without compromising sustainability or quality.
Ultimately, there's no single correct approach — just different models, different margins and different needs. The key is recognizing what applies to your business rather than trying to match someone else's.
And this brings us to a pressure that many of us feel, especially at this time of year: the belief that everyone else is doing it, so we should too. And when your inbox and social feeds are full of countdowns and last chance posts, it can genuinely start to feel true.
But what we see online is such a tiny, curated slice of reality. For every business loudly promoting a discount there are so many others quietly carrying on as normal, choosing not to take part, choosing a different rhythm, or simply choosing not to shout about it.
And the truth is, we never really know what's happening behind the scenes. We don't see their margins. We don't see their stress levels. We don't see whether that discount is part of a thoughtful plan or a desperate attempt to keep things afloat.
A discount for one business might be an act of generosity or celebration. For another, it might mean taking home less pay or running themselves into the ground.
So if you've been feeling that familiar, everyone else is doing it. Pressure. Take a breath. Remember, you're in charge, so you're allowed to make decisions based on your numbers, your energy, and your values.
Stepping away from the pressure of comparison, it's worth also thinking about the unseen costs of discounting — and how they affect your time, your energy, and the value of your work.
Because a discount doesn't just change the numbers, it changes the energy, the passion, the way you show up.
If you make products, a big discount usually means a smaller profit. And when you've poured time, care, and creative energy into every piece, reducing the price too far can start to feel like you're reducing the value of the work itself.
For service based creatives, the impact can be even more subtle. Discounting your time or expertise can signal that your work is negotiable, and worse, it can attract people who are more focused on getting a good deal than on the quality, experience, or values that you bring to the table.
There's also the risk of eroding your brand value. Large or frequent discounts can make the full price feel less like the true price, and over time, shift how people perceive the quality of what you offer.
And then there's the emotional cost, the one you only notice afterwards. That sinking feeling when you realise you've worked twice as hard for half the rate.
So before you reduce the price, it's worth pausing to ask yourself:
Is this support in my business or slowly chipping away at it?
Am I doing this with intention or out of pressure?
Understanding these unseen costs doesn't make discounting inherently good or bad. It just gives you the clarity to make choices that feel intentional rather than reactive.
Now, if discounting doesn't feel right for you, or if you've tried it and it didn't have the desired effect, there are still plenty of ways to support sales and engage your customers without jumping to lower your prices.
You might add a little extra value. Include a small, thoughtful gift, or offer free shipping for a limited time or on orders over a certain value. Or you might create special or limited-edition pieces, offer early access for your newsletter readers, or simply share more of the story behind your work.
Often, what resonates most deeply isn't a reduced price at all. It's seeing the heart of what you make — the care, the craft, and the intention. That kind of storytelling can be far more powerful and far more sustainable than any discount ever could be.
At the center of all this is a simple truth: your work holds value, and your pricing isn't just a number, it's part of your story. It reflects your experience, your skills, and your creativity.
So whether you choose to offer discounts or not, what matters most is that the decision feels rooted in your values, not trends or pressure. You're allowed to offer a discount if it feels generous or joyful, and you're allowed to skip it entirely, even if everyone else seems to be offering one.
So before we wrap up, here are a few questions you might want to sit with:
Do I have the financial or energetic margins to offer a discount right now?
Would offering a discount feel generous or would it feel draining?
Is there a way I could support sales or connect with customers without changing my prices?
And what decision would future me look back on with gratitude?
Again, there's no right or wrong answer here, just honest reflections to guide you toward what feels aligned for you and your business.
Thanks for listening today. I hope this episode has given you the permission to slow down and make decisions that feel right for you, even in one of the noisiest seasons of the business year.
I'd love to hear your thoughts on discounting — what feels right for you, what you've tried, what's worked, and what hasn't. So come and say hello over on Instagram or threads @sarahandmaude, or drop me an email — my inbox is always open.
And if you enjoy the show, hit follow so you never miss an episode, share it with a friend or leave a quick rating or review. It really helps more people find the show, and it means a lot, especially at this early stage.
In the next episode, we're going to move into something a little bit softer with a gentle end of year reflection.
But until then, thanks again for listening, and I'll see you next time.

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