Ecwid is officially Lightspeed! It’s business as usual, only better. Learn More

5 Effective “Buy One, Get One Free” Promotions for an Online Store

11 min read

Beginning online sellers can find marketing their online store confusing and difficult to navigate. Figuring out which promotional techniques can be elusive.

Well, here’s a freebie! One of the most effective ways to market your store is the “Buy One, Get One Free” deal. BOGO promotions are popular with both customers and sellers for a reason.

In this blog post, we will discuss what makes a successful “Buy One, Get One Free” offer and whether it will work for your business. We will also break down five different types of BOGO promotions that you can use to increase sales in your online store.

How to sell online
Tips from e-commerce experts for small business owners and aspiring entrepreneurs.
Please enter a valid email address

What Is a BOGO Sale?

BOGO (or BOGOF) stands for “Buy One, Get One Free”. It’s a type of sales promotion where customers get a free or discounted product when they purchase another product.

BOGO promotions are popular among retailers because they can increase sales of the products being promoted. Plus, it will attract attention to other items in the store, which is great when you need to move dead stock or boost sales.

Barnes & Noble runs a BOGO promotion on workbooks and flashcards

BOGO promotions are also popular with customers because such deals are perceived as a great value. Some shoppers even search for BOGO coupons online before they make a big purchase!

Important note: you should generally run a BOGOF promo only during specific time periods. These deals create a sense of urgency, which pushes customers to make a purchase. A flash sale also doesn’t let customers get used to discounted prices.

Is a BOGO Promotion Right for Your Store?

BOGO promotions are a great way to increase sales and customer loyalty. However, they’re not right for every store.

Here are the products that make the best BOGO offers:

  • Items that need to be replenished. If customers like your product (like body cream), they’ll buy more at once to stock up.
  • Products that compliment each other. For example, if you sell clothes, you could do a BOGO deal on shirts and pants.
  • Products usable in two. You don’t want to offer two similar jackets, do you? Two pairs of socks for the price of one is more likely to sell.
  • Items with at least a 50% margin. A margin is your profit after accounting for costs. If your product’s margin is 50%, then your sale is break-even. Try to include at least one product with a higher margin to come out ahead.

The total price of the deal should be the amount that customers are ready to pay. To be on the safe side, you can check out your average order value and aim for a little bit more.

5 Types of BOGO Promotions

Now let’s discuss the different kinds of “Buy One, Get One Free” offers that attract customers.

BOGO promotions can be very flexible. We are going to break down five different types of BOGO promotions that you can use to increase sales in your online store and share some BOGO examples for inspiration.

Buy One, Get One Half Price

If you have a bestseller in your store, this tactic will work great. A “Buy One, Get One 50 Off” deal will attract those who have been hesitating to try it. With BOGO Half Off deals, customers will buy more of your legendary product, love it, and come back again soon.

Barnes & Noble’s “BOGO 50% Off” offer for kids books

Buy One from Category A and Get One from Category B for Free

Pairing products from different categories is a great deal for seasonal products and targeted audiences. For example, students and their parents (Back to School BOGO).

The only condition to remember is that the second item must be of equal or lesser value. That way, you make above your profit margin.

Beauty Bay offers a free product when customers buy an item from a certain category

Buy One and Get Free Samples

By giving away free samples, you allow your customers to test real products. Samples look like gifts, but you should also think of them like investments: they create a potential future demand for your products. Include exclusive samples of your new product line to introduce it to your customers.

Sephora offers free samples for orders over $35

This doesn’t just apply to physical goods: a great way to get more reads of your ebooks is to provide short samples. Samples are much less likely to be stolen, copied, or distributed illegally. Then if your customers love the content, they’ll return to buy the whole book.

Also read: How to Create and Sell an Ebook

Buy Three for the Price of Two

This is one of the most common variations of BOGO promotion. It works for many product types and looks like a very good deal. Remember to keep the terms simple: include items with similar prices—it will simplify perception and prevent hesitation.

Cult Beauty runs the “3 for 2” deal on products from a certain category

Buy Item X and Get % Off on Item Y

This is an easy-to-implement tactic for industries with complementary products, sports, beauty, or electronics.

For example, you could sell a pair of sneakers and give a 30% discount on shoe cleaners. This type of promotion helps you sell out accessories and complementary products.

Cupshe offers ​​40% discount on the cheaper item when customers buy two items

We’ve described the most popular types of BOGO promotions, but you can tweak them as you like to create the best BOGO deals for your store. Here’s an easy one: offer your customers to buy four products at the cost of three.

How to Run a BOGO Promotion in an Online Store

Now that you know what BOGOF is and how to best use it, it’s time for the practical part.

To set up a successful BOGO promotion in your online store, you need to make sure your ecommerce platform allows you to offer these kinds of discounts.

Ecwid by Lightspeed, for example, lets you run the most common types of BOGO promotions. Using flexible settings, you can create various BOGOF offers that follow the same idea: if a customer buys X units of some product, they can get one unit of a product (same kind, different kind, or any product in a category/categories) with Y% off.

The BOGO offer applied at checkout in an Ecwid store

To run a BOGO promotion in your Ecwid store, you’ll need to install the Buy One Get One Free: Sales Promotions app from the Ecwid App Market. The app offers a free trial, so you can give it a run and see if BOGO offers are right for your store.

Ready to set up your BOGO promotion? Follow these instructions to set up the app and create your first BOGOF deal in just a few clicks.

Ecwid by Lightspeed also has many other promotional tools you can use. These include automated marketing emails, discount coupons, advertising on social media, and so on.

Sign up for Ecwid by Lightspeed and get an online store that makes it simple to run any kind of ecommerce venture.

Best Practices for BOGO Promotions

Keep in mind the following practices to get the most out of your BOGO deals:

  • Time your BOGO promotions strategically. For example, run them during the holiday season or before big events like Black Friday.
  • Inform your customers about the conditions of your BOGOF deals in advance.
  • Choose the products carefully. Make sure they complement each other and appeal to your target audience.
  • Don’t run too many BOGO promotions at once or your customers could get confused.
  • Monitor your sales data and adjust your deals accordingly. For example, there is no need to constantly run BOGO offers for products that are selling well on their own.

Run Your First BOGO Promotion

BOGO promotions are a great way to increase sales, get rid of excess inventory, increase the number of items per order, and attract new customers. When used correctly, BOGO deals can help you reach your business goals and boost your bottom line.

Now you have everything you need to know about BOGO promotions, including easy-to-use tools to run your promotions smoothly. Use your newfound knowledge and take the Buy One Get One Free: Sales Promotions app for a spin!

Do you want to learn more about digital marketing?

Table of contents

Sell online

With Ecwid Ecommerce, you can easily sell anywhere, to anyone — across the internet and around the world.

About the author

Anastasia Prokofieva is a content writer at Ecwid. She writes about online marketing and promotion to make entrepreneurs’ daily routine easier and more rewarding. She also has a soft spot for cats, chocolate, and making kombucha at home.

Ecommerce that has your back

So simple to use – even my most technophobic clients can manage. Easy to install, quick to set up. Light years ahead of other shop plugins.
I’m so impressed I’ve recommended it to my website clients and am now using it for my own store along with four others for which I webmaster. Beautiful coding, excellent top-notch support, great documentation, fantastic how-to videos. Thank you so much Ecwid, you rock!
I’ve used Ecwid and I love the platform itself. Everything is so simplified it’s insane. I love how you have different options to choose shipping carriers, to be able to put in so many different variants. It’s a pretty open e-commerce gateway.
Easy to use, affordable (and a free option if starting off). Looks professional, many templates to select from. The App is my favorite feature as I can manage my store right from my phone. Highly recommended 👌👍
I like that Ecwid was easy to start and to use. Even for a person like me, without any technical background. Very well written help articles. And the support team is the best for my opinion.
For everything it has to offer, ECWID is incredibly easy to set up. Highly recommend! I did a lot of research and tried about 3 other competitors. Just try ECWID and you'll be online in no time.

Your ecommerce dreams start here

We use cookies and similar technologies to remember your preferences, measure effectiveness of our campaigns, and analyze depersonalized data to improve performance of our site. By choosing «Accept», you consent to the use of cookies.