BFCM Offer Presentation: $102K/Month Case Study

Show the price. Not the math.

We tested how to present a BFCM discount for an 8-figure luxury pajama brand. The control showed "25% off with code CHEER" under the regular price. Customers had to calculate their savings.

The variation showed the actual discounted price: "$198" crossed out, "$148.50 with code CHEER."

Results: +$102,350/mo revenue.

Six figures from showing customers the math they were already doing in their heads.

The Problem With Percentage-Off Messaging

"25% off with code CHEER" sounds good. But it requires work.

Customer sees $198. Customer sees 25% off. Customer has to calculate: what's 25% of $198? That's... $49.50. So the price is... $148.50.

Most customers won't do that math. They'll see "25% off," register it as "good deal," but never feel the specific impact of the savings.

And for a $198 item, the specific impact matters. $148.50 feels different than "25% off $198."

The Hypothesis

Showing the calculated sale price alongside the original  will increase RPV, because pre-calculated savings reduce cognitive load, make the discount feel more tangible and concrete, and create stronger price anchoring during BFCM when shoppers are comparing deals quickly.

The goal: make the savings concrete and impossible to miss.

Test Setup

Component: Product Pages / Collection Page
Location: Pricing section
Platform: Intelligems
Test Type: A/B test

Control

Collection Page:

• Price: "$198"
• Below price: "25% off with code CHEER" in red

PDP:

• Price: "$198"
• Below price: "25% off with code CHEER" in red
  

Customers see the original price and the discount percentage. They have to calculate the final price.

Variation (Winner)

Collection Page:

• Same product grid layout
• Price: "$198" crossed out
• Sale price: "$148.50 with code CHEER" in red

PDP:

• Same layout
• Price: "$198" crossed out
• Sale price: "$148.50 with code CHEER" in red
  

Customers see the original price, the sale price, and the code. No math required.

Results

Winner: Variation (Calculated Sale Price)

Metric	Improvement
Monthly Revenue	+$102,350

Showing "$148.50" instead of "25% off" drove six figures in additional monthly revenue.

Why It Worked

1. Concrete beats abstract

"25% off" is abstract. "$148.50" is concrete.

$148.50 is a price you can compare. You know if that fits your budget. You can feel whether it's a good deal for pajamas.

25% off requires translation. And any friction in understanding your deal is friction in completing the purchase.

2. The crossed-out price anchors value

"$198" crossed out next to "$148.50" creates visual contrast. The savings are obvious at a glance.

You're not just seeing the sale price. You're seeing what you're not paying. The $49.50 difference is implied without needing to be stated.

Anchoring is one of the most powerful pricing psychology principles. Use it.

3. BFCM shoppers are deal-hunters

During Black Friday / Cyber Monday, customers are primed to look for deals. They're comparing across sites, hunting for the best prices.

When they see "$148.50," they can instantly compare it to other options. When they see "25% off," they have to calculate first, then compare.

In a fast-moving shopping environment, the brand that makes comparison easiest wins.

4. Reduces price hesitation for premium products

$198 pajamas face price objections. We've seen that in other tests with this brand.

"$148.50 with code CHEER" reframes the purchase. It's not $198 pajamas. It's $148.50 pajamas during a sale. That's a different mental category.

The calculated price makes the deal feel accessible, not aspirational.

5. The code requirement stayed visible

Both versions mentioned "with code CHEER." The variation didn't hide that a code was needed.

But showing the calculated price alongside the code made the value proposition complete. Here's what you pay. Here's how you get it. Simple.

What This Means for Sale Pricing

During promotions, show the actual sale price. Don't make customers do math.

Best practices:

• Show both prices: Original crossed out, sale price prominent
• Calculate for them: Display the actual discounted price, not just the percentage
• Keep code visible: If a code is required, mention it next to the price
• Apply sitewide: Collection pages and PDPs should match
• Use visual contrast: Make the savings impossible to miss

FAQ

What if the code hasn't been applied yet?

Show the calculated price as "with code [CODE]" — make it clear what they'll pay when they use the code.

Alternatively, auto-apply the code at checkout. But even then, showing the calculated price on PDP and collection pages drives more clicks and adds-to-cart.

Does this work for small discounts?

The principle works, but impact varies. A 10% discount on a $30 item saves $3. Showing "$27" vs "10% off" matters less.

For larger absolute savings (like $49.50 in this case), the calculated price is much more impactful.

Should we show the savings amount too?

You can. "~~$198~~ $148.50 (Save $49.50)" adds another data point. Test whether it helps or clutters.

The crossed-out price already implies the savings. Sometimes explicit is better; sometimes it's redundant.

Does this apply outside of BFCM?

Yes. Any time you're running a promotion with a code or discount, showing the calculated price beats showing just the percentage.

BFCM amplifies the effect because customers are actively deal-hunting. But the principle is universal.

What about tiered discounts?

If your discount varies (10% off one item, 15% off two, etc.), show the price for each tier. "Buy 2: $126.65 each" is clearer than "Buy 2, get 15% off."

The more complex the offer, the more important it is to do the math for customers.

This test was run using Intelligems as part of a CONVERTIBLES personalization program. Want to see what offer presentation optimizations could do for your store? Book a call to get 3 personalized recommendations for your store.