What drives shoppers to act isn’t logic; it’s psychology.

A new report by Acuity Pricing, in partnership with leading behavioral scientist Richard Shotton, takes a close look at how subtle human biases shape shoppers’ responses to promotions.

After a decade of research spanning five countries, the findings point to one powerful truth: understanding your customer’s decision-making shortcuts can make your promotions work harder, not just louder.

Here are five practical insights you can put to work right away:

• 1. The power of percentage discounts. People often overestimate the value of percentage discounts versus fixed amounts. For lower-priced items, showing a “20% off” tag feels bigger than “$2 off” even if the savings are the same. Use percentages for smaller-ticket items to maximize perceived value..
• 2. Social proof speeds up decisions. We’re wired to follow the crowd, especially when we’re unsure. Highlight the number of shoppers who’ve bought, loved, or reviewed your product. “Best seller” or “This offer is popular” nudges can give hesitant buyers the push they need.
• 3. Time pressure works if it’s credible. Urgency can drive conversions, but only if shoppers believe the deadline is genuine. Use real, transparent time limits (“Offer ends Sunday”) and avoid overusing countdown timers or false scarcity. Customers get wise, so authenticity builds trust and results.
• 4. Avoid mental math. Complicated discounts like “buy two, get one half off” can confuse shoppers. Clear, straightforward savings are more likely to drive action. Spell out the offer so customers see the benefit instantly.
• 5. Keep choices simple. Too many options can paralyze decisions. When running a promotion, offer a limited selection. Clear, simple options boost confidence and speed up the purchase.

Applying these insights doesn’t need to be complicated. Turning behavioral science into practical strategies helps you craft promotions that resonate, persuade, and deliver measurable results.

Source: “The hidden mind: How behavioural science can unlock additional pricing power” Acuity Pricing