Promotion was once an event. A distinct moment, easy to recognize.

Today, it has become a permanent state.

Food retail operates at a pace where almost every category is constantly on promotion. Discounts follow one another, overlap, and multiply. The result is not an increase in sales, but a dilution of impact.

When everything is discounted, nothing truly feels like an opportunity.

The consumer adapts quickly. They learn that the standard price is, in fact, negotiable over time. They postpone decisions, wait for the next offer, and react selectively. Promotion no longer accelerates consumption, but fragments it.

At the same time, pressure on margins increases.

For retailers and producers, promotions become an obligation, not a tool. Their absence means loss of visibility. Their constant presence means cost.

This creates an unstable balance: to remain competitive, you must participate. To remain profitable, you must limit.

In this context, the real value of a promotion is no longer determined by the percentage of the discount, but by its rarity.

Because only what appears rarely still has the power to persuade.

(Photo: Freepik)