of holiday shopping frenzy — Black Friday, Cyber ​​Monday and every “deal day” in between — has become a retail staple. It wasn't until 2024 that Black Friday set a record 10.8 billion dollars in online sales in USA, with discounts that boost motivation.

But while this discount season can bring impressive short-term profits, relying solely on holiday sales is a risk retail brands can't afford.

More than ever, consumers are savvy about marketing tactics, looking for value year-round instead of waiting for seasonal deals. A recent survey revealed that 62% of buyers are willing to switch brands if their favorite brand is too expensive, and nearly half plan to shop at more affordable retailers. This shift should signal an opportunity for brands to rethink their approach to customer retention and value creation.

Here are three strategies to engage discount-driven customers year-round, ensuring your brand is top of mind even after the holiday decorations have been taken down.

Related: Increase Your Ecommerce Sales – 8 Proven Strategies for the Holiday Season

1. Build authentic connections that last beyond the sale

The modern consumer isn't just looking for discounts—they're looking for meaning. Retailers must align with values ​​that resonate with their audience. For the sports-inspired icon US Polo Assn. brand, authenticity it has been our cornerstone. Our products are authentically linked to a sport with a rich history, so customers are getting more than just a logo – there's a real story behind it.

Now that we've partnered with ESPN to broadcast our best tournaments and the US Polo Assn. Brand and lifestyle content, we are able to reach millions more sports and brand fans where they are than ever before. So it's more important than ever that we stay true to who we are because we have such a unique opportunity to tell our story.

Brands that focus on narrator and authenticity can foster a sense of belonging that extends far beyond price tags. For example, our global marketing efforts highlight the excitement, heritage and community of polo, creating a connection that drives loyalty. Whether through social media campaigns, iconic global events or in-store experiences, the key is to remind customers why they love your brand in the first place.

2. Deliver value through consistency, not just discounts

While sales offers can attract one-time purchases, ENDURANCE in value builds long-term relationships. This does not mean reduced prices throughout the year; it means offering a value-for-money proposition that keeps customers coming back. Staples like Levi's 501 jeans or the Nike Air Force 1 last because they're reliable and iconic.

Our staples—like t-shirts and denim—are evergreen pieces that balance affordability with quality. These are not just articles; they are essential elements of clothing that our customers rely on. Retailers must identify their “core” and invest in making those products synonymous with their brand.

Consistency also extends to the customer experience. Whether online, in-store or through omnichannel touchpoints, customers need to feel valued in every interaction. for us, loyalty programs add another layer of engagement by offering benefits that go beyond discounts. It's about creating a relationship, not just a transaction.

3. Create “moments” throughout the year to reignite interest

The success of events like Black Friday and Amazon Prime Day highlights the power of creating excitement around shopping. Why limit it to one season? Brands need to create their own “shopping holidays” or moments throughout the year to keep customers engaged.

For example, in Turkey – where the US Polo Assn. there is a very large market, but Black Friday is not widely known — we launched “USPA Week”, offering exclusive promotions and engaging the local audience. The campaign resonated so well that other brands followed suit. These tailored moments allow retailers to grab attention while staying aligned with their brand identity.

We're always looking at what other best-in-class companies are doing, consuming data and learning from others. Even the best brands in the world can learn from what others are doing in their space and beyond.

Additionally, expanding your story to include lifestyle focused content can deepen commitment. For example, we launched “Field & Fashion,” the official digital magazine of the US Polo Assn., showcasing the best sporting events of the year, our iconic global events and our seasonal products in aspirational settings, all tying together our polo history. Instead of focusing on just in sales, we share an exciting lifestyle that fans and customers want to participate in.

Related: How to beat the post-holiday sales slump and crush your first quarter goals

Planning for 2025 and beyond

As we approach 2025, the value-oriented shopping trends and year-round deal-hunting aren't going anywhere. For brands, the challenge is to adapt without losing sight of their identity. For us, we are looking forward to 135 years of the sport of polo and building legacy campaigns to highlight the sport and the brand, raising customer experience.

My best advice to retailers is to think beyond the next sales cycle. Success lies in blending innovation with tradition, delivering value without compromising authenticity, and connecting with customers in ways that make them feel part of the journey – not just part of the revenue.

By focusing on these principles, your brand can thrive during the holidays and throughout the year. After all, the most meaningful way to earn loyalty comes from providing value that goes beyond price.