Ecommerce Growth
25 Secrets To Running A Successful Clearance Sale, With Examples
July 16, 2024
Clearance sales are equally exciting for both eCommerce business owners like you and your shoppers.
On one hand, these help you manage inventory by clearing out old, excess, or slow-moving products to make room for new arrivals and turn unsold goods into revenue quickly.
And on the other hand, they are a delight for your shoppers.
While the concept sounds great on paper, there are some practical techniques that you will need to make your clearance sales successful.
We have made a list of those and explained them in detail and cited some real-life examples.
Here we go.
25 essential tactics for a high-impact clearance sale
3. Create “themed” clearance events
6. Use price anchoring to the fullest
8. Implement tiered discounting
11. Send email countdown alerts
12. Create scarcity by displaying stock levels
13. Place a *sale* banner on your homepage
14. Highlight your best deals on homepage–above the fold
15. Sweeten the deals as the days progress
17. Create sale-specific landing pages
18. Add a LAST-CHANCE section on your homepage
20. Send abandoned cart recovery emails–with discounts
21. Unlock free shipping above a threshold
22. Make sure to add a guest checkout option
25. Offer a free gift–above a threshold
1. Promote early and often
Start by building anticipation among your audience well before the sale begins.
Your marketing efforts can look something like this:
On emails:
Send a teaser email two weeks before the sale–with the subject line, "Get Ready! Our Biggest Clearance Sale of the Year is Coming Soon!"
This initial email should include a countdown timer and a few enticing details about the discounts to create excitement.
Follow up a week later with another email that offers a sneak peek of some items that will be on sale, such as, "Sneak Peek: Up to 50% Off on Bestsellers!" Highlight specific products with appealing images and brief descriptions to generate interest.
On social media:
Create a series of posts that countdown to the sale.
For example, start with "Only 5 Days Until Our Clearance Sale! Don't Miss Out!" and include eye-catching graphics and hashtags like #ClearanceCountdown.
You can also use stories on Instagram and Facebook to share behind-the-scenes content, like staff preparing for the sale or unboxing popular items that will be discounted.
2. Give VIP early access
This strategy not only rewards your top shoppers but also creates a sense of exclusivity and urgency.
A week before the general public, send an email to your VIP subscribers that goes something like this:
Subject line: "Exclusive Early Access: Clearance Sale Just for You!"
Inside, include a personalized message thanking them for their loyalty and providing a special early access link or code.
Body text: "As a thank you for being one of our top customers, we're giving you exclusive early access to our clearance sale! Shop now with the code VIPACCESS to get first dibs on the best deals before they're gone."
3. Create “themed” clearance events
Instead of a generic clearance event, select a theme that resonates with your brand and products.
For instance, if you sell outdoor gear, you could organize a “Summer Adventure Clearance” where customers can find all their camping, hiking, and beach essentials at discounted prices.
Be specific in your promotions to capture the theme's spirit.
For example, send an email with the subject line, "Gear Up for Adventure: Summer Clearance Event!" and in the body, highlight key products like tents, backpacks, and coolers, with compelling discounts.
Decorate your website and social media profiles with themed graphics and use hashtags like #SummerAdventureSale.
4. Highlight popular products
Grab attention by featuring bestsellers or high-demand items prominently in your promotional materials and online store.
For example, if your most popular product is a stylish office chair, create eye-catching banners and social media posts showcasing this chair with a bold discount label. Use phrases like “Top Seller Now 50% Off!” to grab attention.
In addition, consider creating a "Staff Picks" or "Customer Favorites" section on your website where you spotlight these popular items.
If you’re clearing out inventory of a bestselling ergonomic desk or a trendy coffee maker, display these products at the top of your clearance page with large, high-quality images and clear pricing.
5. Get your discounting right
To set effective discounts for your clearance sale, start by analyzing your product costs and desired profit margins.
For example:
If you have a product that costs you $50 to produce and sells for $100, your typical profit margin is 50%.
For high-demand items, offer a moderate discount of around 20-30%. This means a 20% discount on a $100 item would reduce the price to $80, giving you a profit of $30, which still maintains a reasonable margin.
For products that are slower-moving, increase the discount to 30-50%. For instance, a 40% discount on the same $100 item would lower the price to $60, resulting in a profit of $10. This is less than your original margin but still positive.
For items that are particularly challenging to sell or are seasonal, you may need to use deeper discounts of 50-70%. A 60% discount would reduce the price to $40, resulting in a loss of $10. While this might seem unappealing, it’s a strategy to clear out inventory and make room for new stock.
6. Use price anchoring to the fullest
Anchoring basically is showcasing the original price prominently on your product listings, followed by the discounted price. For instance, if you have a sofa originally priced at $1,000, display the discount as “Now $599, Was $1,000” in your marketing materials and online store.
This technique makes the discounted price appear more attractive by highlighting the substantial savings compared to the original price.
Additionally, employ psychological pricing strategies to enhance the perceived value of your discounts.
For example, instead of showing a flat $599, you might list the discounted price as “$598.99,” subtly reinforcing the idea of a better deal.
7. Bundle your products
Create attractive bundles by grouping complementary items together at a discounted rate. For example, if you’re clearing out home office supplies, you could bundle a desk, chair, and desk lamp together at a special price.
Instead of selling each item individually, offer the entire bundle for 25% off the total combined price, which not only provides value to customers but also helps you move multiple items at once.
8. Implement tiered discounting
Another effective technique is tiered discounting. Start by establishing discount levels based on the total purchase amount or the number of items bought.
For example, offer a 20% discount on orders over $100, a 30% discount on orders over $200, and a 40% discount on orders over $300.
To make the tiered discounts more enticing, clearly communicate these levels in your promotional materials and on your website.
For instance, create banners that highlight “Save More as You Buy More—20% Off Orders Over $100, 30% Off Orders Over $200, and 40% Off Orders Over $300!”
Use these banners on your homepage, product pages, and during checkout to remind customers of the potential savings.
Pro-tip: Additionally, consider adding a progress bar on your checkout page that shows how close customers are to reaching the next discount tier, further motivating them to add more items to their cart.
9. Highlight savings
Savings are what drive your clearance sale. They must find a special place on your website and other marketing materials.
For example, if an item originally costs $200 and is now on sale for $120, prominently feature a savings label like “Save $80!” on the product image and in the product description.
This immediate visual cue helps customers quickly understand the value of the discount.
10. Run retargeting ads
Set up retargeting campaigns through platforms like Google Ads or Facebook Ads, targeting users who have visited your clearance sale page or specific product pages.
For example, if a customer browsed your discounted home office furniture but didn’t buy, create ads that highlight the exact products they viewed, along with a reminder of the limited-time discounts.
To make your retargeting ads more compelling, include strong calls to action and emphasize the urgency of the clearance sale.
Use phrases like “Hurry, Clearance Sale Ending Soon!” or “Last Chance to Save 50%!” alongside the products they viewed.
You can also offer additional incentives, such as an extra 10% off for returning customers, to encourage conversions. For instance, an ad could say, “Come Back and Save an Extra 10% on Clearance Items—Use Code SAVE10.”
11. Send email countdown alerts
Segment your email list to target customers who have shown interest in your products or who have made purchases in the past.
Craft a series of countdown emails leading up to the end of the clearance event.
For example, you could send a “72 Hours Left” email highlighting the top deals and reminding customers that time is running out.
Follow this with a “48 Hours Left” email featuring a few bestsellers and perhaps a special incentive, like an extra 10% off with a specific code.
As the sale nears its end, increase the frequency of your emails. Send a “24 Hours Left” alert emphasizing the final chance to grab significant savings, and a “Last Chance—6 Hours Left!” email with bold graphics and direct calls to action such as “Shop Now Before It’s Gone!”
Use attention-grabbing subject lines like “Final Hours to Save Big!” and include clear, clickable buttons within the email.
Also read: eCommerce Email Copywriting: 20 Game-Changing Tips
12. Create scarcity by displaying stock levels
This is where we play with the concept of FOMO.
Show real-time inventory counts on your product pages.
For instance, if you have only a few items left of a popular product, display a message like “Only 5 left in stock—order soon!”
Enhance this strategy by using visual cues and alerts.
For example, highlight low-stock items with bold, attention-grabbing labels such as “Low Stock” or “Almost Gone!” in bright colors.
You can also incorporate a progress bar that shows how many units have been sold and how few are left, such as “80% sold—hurry, limited stock remaining!”
Additionally, send email alerts to customers who have viewed or added low-stock items to their cart, reminding them of the limited availability.
For instance, an email might say, “Don’t Miss Out! Only a Few Items Left in Your Cart” with a direct link to complete the purchase.
13. Place a *sale* banner on your homepage
Start by designing a visually appealing banner that stands out with bold colors and clear messaging. Use eye-catching phrases like “Clearance Sale: Up to 70% Off!” or “Limited Time Only: Huge Savings!” to immediately convey the urgency and scale of the discounts.
Position this banner at the top of your homepage so it’s the first thing visitors see when they land on your site.
To maximize its impact, make the banner clickable and link it directly to your clearance sale page. Ensure the banner includes a strong call to action, such as “Shop Now” or “Grab the Deals,” to encourage immediate engagement.
For example, your banner could read, “Summer Clearance Sale! Up to 70% Off—Shop Now,” with a bright, clickable button. Additionally, consider incorporating countdown timers or end-date information within the banner to enhance the urgency, like “Sale Ends in 3 Days!”
14. Highlight your best deals on the homepage–above the fold
Select a few of your most attractive and heavily discounted items. Create high-quality images and compelling descriptions for these products, and feature them prominently on your homepage.
For example, if you’re offering a popular office chair at 50% off, showcase it with a banner that reads, “Top Deal: Ergonomic Office Chair – Now $99, Was $199!”
Ensure that these highlighted deals are positioned above the fold so visitors see them without needing to scroll. Use bold, contrasting colors for discount labels and include clear call-to-action buttons like “Shop Now” or “Limited Stock – Buy Now.”
Pro-tip: Additionally, consider rotating a selection of the best deals in a carousel format to display multiple top items without overwhelming the visitor. For instance, your homepage could feature rotating banners showcasing a desk at 40% off, a coffee maker at 60% off, and a stylish lamp at 70% off.
15. Sweeten the deals as the days progress
Don’t let the excitement die.
Begin with moderate discounts and gradually enhance the offers to entice customers to make a purchase before the sale ends. For example, start the sale with 20% off on the first day, then increase the discount to 30% on the third day, and culminate with up to 50% off on the final days.
In addition to increasing discounts, add special incentives as the sale progresses. For instance, in the final days of the sale, offer free shipping on all clearance items or include a bonus gift with purchases over a certain amount.
Promote these escalating deals through email alerts and social media posts to keep your audience informed and excited. For example, an email campaign could say, “Final Days of Clearance: Now Up to 50% Off + Free Shipping!”
16. Run BOGO deals
Make your BOGO offers more appealing by highlighting the savings and convenience. For example, create a banner on your homepage that says, “BOGO Clearance Event: Buy One, Get One Free on All Clearance Shoes!”
Include direct links to eligible products to streamline the shopping experience. You can also use email marketing to inform your customers about these deals, with subject lines like “Double the Savings: BOGO Deals on Clearance Items!”
17. Create sale-specific landing pages
Design a dedicated landing page that showcases all clearance items in one place, making it easy for customers to find and shop for the best deals.
Ensure the landing page is visually appealing and user-friendly, with clear categories and filters for different types of products, such as "Home Furniture," "Office Supplies," and "Electronics."
To maximize the impact, prominently display key promotions and discounts at the top of the page. For example, include banners with messages like “Clearance Sale: Up to 70% Off!” and highlight featured deals with large images and bold pricing.
Use urgency-driven elements such as countdown timers or "Limited Stock" labels to encourage immediate action. Additionally, incorporate customer testimonials or reviews of popular clearance items to build trust and excitement.
18. Add a LAST-CHANCE section on your homepage
Design a visually striking area on your homepage dedicated to items that are nearly sold out or have limited quantities remaining. Use headers like “Last Chance: Final Clearance Items” or “Almost Gone: Shop Now!” to immediately catch the eye of your visitors.
Include clear product images, original prices, and discounted prices to emphasize the savings. For example, display a popular coffee table that was originally $300, now reduced to $120, with a note like “Only 3 Left in Stock!”
Additionally, promote this section through your email campaigns and social media, with messages such as “Don’t Miss Out! Last Chance to Grab These Deals!”
19. Use exit-intent popups
These pop-ups detect when a user is about to navigate away from your page and present a compelling offer to encourage them to stay and complete their purchase.
For instance, if a visitor is about to exit, trigger a popup with a special discount, such as “Wait! Get an Extra 10% Off Clearance Items Now!” Include a clear call-to-action button like “Redeem Discount” that takes them directly to the checkout page.
Pro-tip: Personalize the message based on the user’s behavior. If a customer has items in their cart, the popup could say, “Don’t Leave Your Cart Behind! Complete Your Purchase Now and Save an Extra 10%.”
20. Send abandoned cart recovery emails–with discounts
We know that shoppers were interested when they added items to their cart. It’s worth the effort to give them a final nudge to drive action.
Hence, consider sending abandoned cart recovery email sequences.
For instance, send an initial reminder email within a few hours that includes a subject line like “Don’t Miss Out on Your Clearance Savings!” and a message highlighting the items left in their cart, along with a discount code such as “10% OFF – Use Code CART10.”
In your follow-up emails, escalate the offer to increase urgency. For example, send a second email 24 hours later with a subject like “Last Chance to Save 15% on Your Cart!” and a personalized message reminding them of the clearance deals, including a countdown timer showing how much time is left to use the discount.
A final email, sent 48 hours after abandonment, could offer an even better discount or free shipping with a subject like “Final Offer: Save 20% + Free Shipping on Your Clearance Items!” Including images of the abandoned products and a clear call-to-action button like “Complete Your Purchase” will make it easier for customers to return and finalize their order.
21. Unlock free shipping above a threshold
Set a clear spending threshold, such as “Free Shipping on Orders Over $75,” and prominently display this offer on your homepage, product pages, and during checkout.
For example, if your typical customer order is around $50, setting the threshold at $75 can incentivize shoppers to add more items to their carts to qualify for free shipping.
To maximize its impact, highlight the free shipping offer in your marketing materials and on your sale-specific landing page.
Use banners and popups with messaging like “Spend $75 and Get Free Shipping on All Clearance Items!”
22. Make sure to add a guest checkout option
Ensure the guest checkout option is prominently visible during the checkout process, with a clear button or link such as “Checkout as Guest” alongside the account creation option.
For example, on your checkout page, provide a streamlined guest checkout form that requires only essential information, such as shipping address and payment details, while omitting the need for account creation.
Make the process as quick and straightforward as possible by minimizing the number of fields and steps. You could include a note like, “No Account Needed – Complete Your Purchase Quickly and Easily” to reassure customers.
Pro-tip: If you offer services like order tracking or future discounts for account holders, subtly highlight these benefits without making them a prerequisite for purchase.
23. Consider running paid ads
Start by setting up targeted ads on platforms such as Google Ads, Facebook, or Instagram, focusing on keywords and demographics that align with your clearance items.
For example, if you’re clearing out winter apparel, create ads that target users searching for “discount winter coats” or “clearance winter fashion.”
Use ad copy like “Winter Clearance: Up to 70% Off - Limited Time Only!” along with high-quality images of your best deals to grab attention.
Also read: eCommerce Marketing Strategy: 31 Immediately-Actionable Ideas
24. Optimize for mobile
More often than not, if you are running ads, your shoppers will land on your website on their mobile devices.
Ensure that your website is fully responsive, which means it adjusts seamlessly to various screen sizes and orientations. For instance, simplify your mobile navigation by using a collapsible menu that allows users to easily browse clearance categories without excessive scrolling.
Large, touch-friendly buttons for actions like “Add to Cart” and “Buy Now” should be easy to tap.
Additionally, optimize your mobile checkout process by minimizing form fields and streamlining steps to reduce cart abandonment. For example, implement a one-page checkout with autofill options for shipping and payment details, and provide a clear progress indicator to keep customers informed.
25. Offer a free gift–above a threshold
Set a clear spending threshold, such as “Get a Free Gift with Orders Over $100,” and prominently feature this offer on your homepage, product pages, and during checkout.
Let’s say, if your clearance sale includes home goods, you could offer a free kitchen gadget or accessory for orders exceeding $100. Highlight this offer with eye-catching banners that say, “Spend $100 and Receive a Free Stainless Steel Utensil Set!”
Make sure to clearly communicate the value of the free gift and how it enhances the customer’s purchase. Include images and descriptions of the gift on your sale-specific landing page and in promotional emails, such as “Enjoy a Free Gift with Every Order Over $100—Choose from Our Exclusive Selection!”
Ensure the free gift is relevant to your clearance items to maximize its appeal. For instance, if you’re clearing out office furniture, offer a free desk organizer or lamp.
5 examples of winning clearance sales
1. Gap Factory
Sale details: Gap Factory is offering up to 75% off and an extra 50% off on clearance items across various categories, automatically applied at checkout.
Key deals: Women's t-shirts are available for as low as $4.99 (originally $20), and men's pants are now $6.99 (originally $24).
Additional perks: Free shipping is available on all orders above $50.
Website mentions: The sale is prominently advertised on the homepage with a banner, in the navigation bar, in the clearance section, and on individual product pages.
2. Kate Spade
Sale details: Kate Spade is currently offering a significant clearance sale with discounts up to 50% off on a wide variety of items. This includes designer handbags, clothing, shoes, jewelry, and accessories.
Key deals:
- Handbags: For instance, the Knott Colorblocked Medium Zip-top Satchel is discounted from $378 to $302
- Jewelry: The Take The Leap Bracelet is reduced from $198 to $158
- Wallets: The Morgan Crystal Inlay Small Slim Wallet is available for $94, down from $118
Additional perks: Kate Spade provides free shipping on all orders as well as free gift-wrapping options.
Website mentions:
- Homepage: The sale is prominently advertised on the Kate Spade homepage with a dedicated section
- Specific landing page: Sale items are featured on the "Sale" page
3. Victoria’s Secret
Sale details: Victoria's Secret is currently running its highly anticipated Semi-Annual Sale, featuring discounts of up to 70% on a wide range of items.
Key deals:
- Discounts: Save up to 70% on select items, with popular products like cozy pyjama sets at $30
- BOGO Deals: Enjoy Buy One, Get One Free deals on select items, which is perfect for stocking up
- Free Gifts: Promotions that include free gifts with purchase, adding extra value to your shopping
Additional perks: Victoria's Secret offers free shipping on orders over $35
Website mentions:
- Homepage: Sale is prominently advertised above the fold and in the navigation bar
- Different sections: Featured throughout various sections of the website
- Category and product pages: Highlighted within specific product categories
- Promotional banners: Displayed through eye-catching banners
- Dedicated sale page: Includes a dedicated page showcasing all sale items
4. Skechers
Sale details: Skechers is currently hosting a clearance sale that features significant discounts on a wide range of footwear and apparel. The sale includes items for men, women, and children, with discounts reaching up to 50% off select items.
Key deals:
- Men’s Footwear: Up to 50% off on various styles, including casual and athletic shoes
- Women’s Footwear: Similar discounts on popular lines like GOwalk and D’Lites
- Kids’ Footwear: Special 25% off on back-to-school styles, including models like Microspec and Power Jams
Additional perks:
- Free Shipping: Available for members of Skechers Plus
- Additional Discounts: An extra 20% off for members and an extra 10% off for Buy Online, Pick-Up In-store orders using the code "PICKUP"
Website mentions:
- Homepage: Banner highlights the sale and key promotions
- Sale Section: Dedicated area showcasing all discounted items
- Product Pages: Individual product listings include discounted prices and promotional details
5. Fossil
Sale details: Fossil's current clearance sale offers significant discounts across a variety of products. Shoppers can enjoy up to 50% off on sale and outlet styles, with discounts automatically applied at checkout. The sale includes a wide range of items such as watches, bags, wallets, jewelry, and accessories for both men and women.
Key deals:
- Men’s Watches: Up to 60% off on various styles, including classic and smartwatches
- Women’s Watches: Significant discounts on popular models like the Jacqueline and the Carlyle
- Bags and Accessories: Up to 50% off on selected bags, wallets, and belts, including bestsellers like the Sydney Satchel and the Derrick Wallet
Additional perks: Fossil offers free shipping on orders.
Website mentions:
- Homepage: Banner prominently displays the clearance sale and highlights key promotions
- Sale Section: A dedicated area on the website showcasing all discounted items
- Product Pages: Individual product listings feature discounted prices and promotional details
Wrapping Up
98% of visitors who visit an eCommerce site—drop off without buying anything.
Why: user experience issues that cause friction for visitors.
And this is the problem Convertcart solves.
We've helped 500+ eCommerce stores (in the US) improve user experience—and 2X their conversions.
How we can help you:
Our conversion experts can audit your site—identify UX issues, and suggest changes to improve conversions.
And we won’t charge for this one.
Subscribe for more articles like this!
Read by 5000+ ecommerce store owners
.svg)
.svg)
.svg)
.svg)
