Rethinking the EOFY Sale
End of Financial Year (EOFY) can sneak up fast. And with it comes the pressure to run some kind of promotion.
When you’re flat out, a quick discount might seem like the simplest path. But the strongest results come from offers that are tied to your business goals.
That doesn’t mean doing something huge. It just means defining a goal and being strategic. I promise it's easier than you think, and I've got some examples coming up.
But first, the elephant in the room. If you rush and say “I'll just do 10% off everything,” you're setting yourself up for disappointment. Customers are savvy — they know the difference between a compelling offer and a token one.
Let’s work on your strategy.
Start with what you’re trying to achieve
Once you’ve decided to run a promotion, the next step is deciding what you want to achieve.
Your goal might be:
Clearing excess stock
Boosting revenue or cashflow before June 30
Attracting new customers
Locking in future bookings
Thanking loyal clients
Each of these needs a different approach — and that’s where most offers fall short.
Let’s talk margins
If you're thinking about discounting, it’s worth knowing how the numbers play out.
Say your margin is 40%, and you run a 30% off sale:
On a regular day: $1,500 revenue = $600 profit
On sale day: $3,000 revenue = $429 profit
You doubled your revenue, and gutted your profit.
So when does a discount make sense?
When it helps you achieve something specific. Think clearing excess/aged stock or bringing in cash quickly.
If there’s a clear reason behind it, a short-term drop in gross profit might be worth it.
Here’s what works:
Want to clear stock?
Bundle slow-moving products into value packs.
Need cashflow?
Try a “spend and save” offer to encourage bigger purchases.
Trying to drive foot traffic?
Run an in-store-only offer or team up with a nearby business.
If you run a service-based business
Your strategy will look a little different.
Want bookings before EOFY?
Offer pre-paid packages or value-adds.
Need new clients?
Try a first-time offer or referral bonus.
Want to thank loyal clients?
Add a small bonus or thank-you instead of a discount.
Bottom line: make your EOFY sale work for you
Start by deciding what your business needs, then build your strategy to match.
If your goal is clear and the offer is solid, back it properly.
If it’s not, you can make a deliberate decision to skip it this time, and put your energy somewhere more useful.
Still weighing your options? I help business owners make confident, clear decisions so they’re not stuck guessing what might work.
Get in touch if that’s something you need right now.