What is a Flash Sale? A Guide on How to Run

What Are Flash Sales?

The key difference between a sale and a flash sale lies in the campaign duration, discount size, and timing: while a sale typically offers moderate discounts over an extended period and is often announced in advance, a flash sale provides steep discounts for a very limited time, often without prior notice, creating a sense of urgency.

Types of Flash Sales

Flash sales are quick, timed sales with heavy discounts. They're used to selling products and making customers buy fast.

Here's an easy look at different types:

Time-Limited Sales: These fast deals only last a few hours or a day.
Quantity-Limited Sales: The sale ends when the stock does.
Daily Deals: These 24-hour offers discount some products for one day.
Seasonal and Holiday Sales: These sales focus on special times like Christmas or Black Friday. It's a smart way to sell more when people are ready to shop.
BOGO Flash Sale: Buy one and get it for free or cheap, but only for a short time! You can create BOGO popups to improve your sales.
Lightning Deals: These are really quick deals, perfect for selling a lot in a short time. Amazon is famous for doing this.
Mystery Sales: A fun sale where the deal is a surprise until the end. The mystery can make customers excited and curious.

Remember, a good flash sale makes customers act fast and feel good about what they're buying.

How Long Does a Flash Sale Last?

Flash sales usually last just a few hours, with research showing that 50% of purchases occur in the first hour and 3-hour flash sales generate the highest transaction rates at 14%. The shorter the sale, the more urgency it creates, driving quicker buying decisions and better overall results for businesses.

Is Flash Sale Suitable for Your Business? - The Benefits

Boosts Immediate Sales: Drives a surge in purchases within a short time frame, increasing revenue quickly.
Creates Urgency: Encourages fast buying decisions through limited-time offers, reducing hesitation.
Clears Excess Inventory: Helps move unsold stock efficiently without significant markdowns over time.
Increases Customer Engagement: Attracts attention and increases traffic to your store or website.
Enhances Brand Awareness: Builds buzz around your brand, especially when promoted effectively.
Improves Email Performance: Flash sale emails often have higher click-to-open rates, drawing more interest.
Encourages Repeat Business: Entices customers to return for future sales and special promotions.‍
Gathers Customer Data: Provides valuable insights into customer behavior and preferences for future marketing efforts.

Flash Sales: Pros and Cons

Flash deals can prove lucrative for some companies, while it may also result in money and reputation loss for others. However, chances of reaping top-line and bottom-line growth are higher if you are prepared well.

I recommend considering the pros and cons of a flash sale to set realistic goals.

Pros of a Flash Sale Campaign

Many e-commerce companies rely on flash sales to improve brand awareness and sales. In fact, they may prove more beneficial to your business’s growth than you might think.

✅ Boost brand visibility: Flash sales trigger urgency in customers and instantly convert visitors into buyers. That goes for social media, as well. Online shoppers who see your irresistible offers and consequently become your customers often share them with their friends or colleagues on social media—all the more for brand awareness.

✅Improve revenue: Online consumers tend to buy fast and place larger orders during a limited-time sale than usual.

✅Grow the number of loyal customers: Flash sales offer better deals than regular sales, making them an excellent way to increase customer loyalty. You may think as a reward for your existing customers—these sales will enable them to buy your products at a lower cost. Ultimately, if they like your products, they’ll buy more in the future.

✅Unload excess inventory: A flash sale is a great way to sell items that don't sell much anymore. By lowering the price, you can clear out space and make money instead of letting items just sit around. This can be really handy for seasonal or special items.

Cons of a Flash Sale Campaign

Making a flash sale occasionally may benefit you from the above-mentioned advantages. However, it is wiser to consider that there is a flip side to the coin. Hopefully, it never flips, but if it does, here are examples of what could happen:

❌ Shipping fail: Flash sale seasons are the busiest time for ecommerce stores. Even though it sounds like a superb opportunity, there are many businesses that run into shipping failure due to the excessive number of orders.

Consequently, shipping failure reduces customer experience and brand reputation.

It’s very common for flash deal customers to complain about waiting several weeks to receive their delivery. Therefore, you need to monitor customer perception before and during the sales and after an order takes place.

61% of online shoppers want their items delivered within 3 hours of making an online purchase, while 80% of consumers want same-day shipping.
Additionally, 17% of online buyers say they will abandon a brand due to shipping delays. (Easyship)

The best practice to stand out among competitors and increase customer satisfaction would be to offer free shipping and guarantee your shipping plan. Free shipping will increase your AOV (average order value).

❌ Website fail: Even large companies encounter website crashes during a flash sale. If your business model heavily relies on flash sales, consider:

Load testing
Extra server capacity
The ability to scale on demand
Load testing your e-commerce platform, apps, and third-party tools that rely on API calls

❌ Inventory fail: From the consumer perspective, not getting the product you hoped to buy can be disappointing. To prevent inventory failure:

Research demand and prepare your supply chain to meet the demand
Add inventory quantities to your product pages
Make sure to have adequate buffer stock levels to protect from oversells

How to Run a Flash Sale Campaign: 7 Strategies to Double Your Sales

1. Use Popups to Attract More Customers

The most crucial part about marketing a flash sale is letting many people know about it.

The easiest and most effective way to do that? Use promotional popups to announce your campaign and direct visitors to the flash sale page!

Use a popup builder tool like Popupsmart to target the right visitors at the right time and keep converting with an eye-catching popup.

Here’s an example flash sale popup made with ❤️using Popupsmart:

You can use countdown timers like the example popup above to nudge more visitors into buying. Triggering urgency with expressions like “limited stocks, limited time, hurry, and last-minute” is also a tried and tested tactic.

🌟 Note: Avoid showing the flash sale popup to customers who've already bought the discounted item; it might frustrate them to see a new, lower price.

2. Email Blast to Your Subscriber List

Ready your email campaign and aim it at your subscriber list. Accentuate your flash sale's top deals and incorporate straightforward call-to-action tabs that direct right to the sale items.

Email personalization can increase relatedness and engagement, so consider customizing emails according to user segments like previous purchases and browsing history.

You can utilize FOMO subject lines to increase your open rates.

Take a look at this example of an engaging flash deal email from Eight Sleep:

3. Keep Your Flash Sales Short and Sweet

The shorter a flash sale, the better. It’s a flash sale, not a months-long regular thing. It should be less than 24 hours. If not, is it even a flash?

Though some brands have flash deals that last days, research suggests a shorter period is more successful. 2 to 3-hour-long flash sales usually drive better results for most companies.

Moreover, I can’t stress this enough: Make your flash sales urgent.

FOMO is a powerful initiator of fast buying decisions.

4. Design Your Homepage

For a successful homepage takeover during your flash sale, start with a prominent popup banner that announces the sale and features a countdown timer to create urgency.

Highlight key sale items directly on the homepage to engage visitors immediately. Ensure the responsive landing page design for mobile users and that your site is optimized to handle increased traffic without slowing down.

This approach keeps your flash sale front and center, making it easy for customers to browse and buy.

Here is an example of a Walmart flash sale page:

Walmart flash sale landing page example.

5. Select The Right Products for a Successful Sale

If you are a retailer with thousands of items that are not selling as fast as you’d like, then you should spend a notable amount of time and effort identifying which products to sell in a flash sale. To do that,

Use Google Keyword Planner to see search volumes.
Take advantage of keyword research tools like SEMrush to find out which products your competitors focus on and get ahead.
Look for negative reviews your competitor’s customers left and use them in your sales ad.

5. Highlight The Difference From Regular Sales

Why should your customers buy now and not when there’s another regular sale? What do they get out of it?

It’s always more practical and fruitful to highlight the benefits and differences of a flash sale. Whether it’s a bigger discount or limited stocks, make sure to market your way up to the top.

6. Do Stock and Logistics Preparation

Before launching your flash sale, ensure your inventory and logistics are ready to handle the rush. Here’s how:

Forecast Demand: Use past sales data, especially from previous flash sales, to estimate how much of each product you might sell. This helps avoid selling out too quickly or being left with excess stock.
Coordinate with Suppliers: Make sure your suppliers are on the same page about potential increases in orders to keep up with your inventory needs during the sale.
Optimize Warehouse Operations: Organize your warehouse for efficiency. Ensure best-selling items are easily accessible, and consider extra staffing or shifts to handle increased order volumes.
Ensure Smooth Fulfillment: Whether it’s picking, packing, or shipping, every step should be as efficient as possible to keep up with the pace of orders.

7. Send Post-Sale Follow-Up Messages

After the sale, send a “thank-you for your order” message to purchasers with suggestions for complementary products based on their purchases. Consider including a feedback survey to gather insights for future sales.

When to Run a Flash Sale Campaign?

There is no fixed best time to run a flash sale campaign. So, what’s the best time to run a flash sale? Some of the best times to flash out a flash sale and get your bottom line growing are:

1. Off-Peak Seasons or Slow Days

To prevent low-sales periods, consider offering flash deals during off-peak hours. Analyze your sales data to find patterns or days when sales are down. For many shops, mid-week days such as Tuesday or Wednesday can be slow, making them ideal for a flash sale to increase interest and revenue.

2. Before & During Holiday and Special Events

Leveraging holidays and special events (e.g., Black Friday, Cyber Monday, Valentine’s Day) can be extremely effective. These are times when consumers are already in a buying mindset, looking for deals. For non-traditional holidays or lesser-known days (e.g., National Pet Day), a flash sale can stand out and attract specific customer segments.

3. End of Seasons

Flash sales at the end of a season (e.g., end of winter to clear out winter gear) can effectively clear out seasonal inventory.

4. Inventory Clearance

When you have extra stock or outdated products, a flash sale can help you clear all that rapidly. This is especially useful for products that are reaching the end of their lifespan.

5. Milestones

Think about offering flash deals around store milestones (for example, your ecommerce store's anniversary or hitting a certain amount of subscribers or followers).

6. Pre-Launch Teasers

Before introducing a new product or collection, a flash sale on existing products may attract interest and clear out old inventory to make room for new things.

7. Optimal Hours to Flash Sales

Lunch Hours (11 AM - 2 PM): Many people browse online during their lunch break, making it a good time for flash sales.
Evening Peak (6 PM - 9 PM): People are often online after work, making this an optimal time to capture their attention.
Late Night (9 PM - Midnight): Late-night flash sales can be effective for certain demographics, especially younger consumers or night owls.

Flash Sale Best Practices

Practice	Description
Set Clear Goals	Define what you want to achieve—boost sales, clear inventory, or attract new customers.
Choose the Right Timing	Align your flash sale with peak shopping times or special events for maximum impact.
Limit Duration	Keep it short (3-24 hours) to create urgency and encourage immediate action.
Offer Significant Discounts	Provide compelling deals to grab attention and drive conversions.
Promote Effectively	Use email, social media, and ads to create buzz before and during the sale.
Use Countdown Timers	Add timers on your website and emails to emphasize urgency.
Optimize for Mobile	Ensure your site and checkout process are mobile-friendly to avoid losing customers.
Leverage Scarcity	Highlight low stock or limited availability to push quicker decisions.
Prepare Inventory	Ensure adequate stock and fulfillment capabilities to meet demand.
Analyze Performance	Track metrics like sales, traffic, and conversion rates to improve future flash sales.

Key Takeaways for Successful Flash Sales

Check your stock before you start a flash sale.
Get ready for an immense number of deliveries and orders.
Limit the time of your flash sale.
Promote it well to reap better results.
Use popups to convert passive site visitors.
Choose the right products and services.

‍Wrap Up

All in all, a flash sale is a powerful ecommerce tactic that, when thoughtfully executed, boosts sales, maximizes brand exposure, and clears inventory rapidly.

While handling challenges like potential shipping or website issues requires careful planning, the key to a successful flash sale lies in fostering an enticing, limited-time buying opportunity.

Aim not only to achieve immediate benefits but also to foster lasting customer loyalty and bolster brand growth.

Frequently Asked Questions

1. What is Another Name for a Flash Sale?

While 'flash sale' is a widely recognized term, these flash sale events are also known as 'lightning sales', 'daily deals' or 'limited time offers'. Each term aims to convey a sense of urgency and exclusivity that underlines the sale's quick and temporary nature, encouraging the consumer's quick action.

2. How Can Ecommerce Stores Prepare for the Surge in Demand During Flash Sales?

Getting ready for flash sales on ecommerce sites means a few things need to happen. First, stores must have enough stuff to sell so they don't run out too quickly. This means buying more from suppliers based on past sales.

The website needs to be ready to handle lots of people shopping simultaneously without slowing down or crashing. This might mean spending more on web hosting to handle all these people.

Stores should also consider how they'll handle returns since there will likely be more. Also, stores must plan how to pack and send all the extra things people buy.

Finally, during the sale, stores should monitor their website to fix issues like payment problems or missing pages. Testing everything before the sale is also smart.

3. Are the Flash Sales Worth It?

Absolutely, flash sales can be immensely worthwhile for businesses. These limited-time events offer a strategic opportunity to drive immediate sales and achieve specific objectives. By creating a sense of urgency among customers, flash sales can swiftly boost sales volumes, clear excess inventory, and even attract new customers.

However, businesses must strategically plan and execute flash sales to maximize their effectiveness, ensuring seamless logistics, effective promotion, and exceptional customer service throughout the event. By leveraging flash sales as part of a comprehensive marketing and sales strategy, businesses can generate significant revenue growth and enhance customer engagement.

Frequently Asked Questions

How does a flash sale work?

A flash sale works by offering a noticeably higher-than-usual discount for a very short window of time (often just hours) and/or for a limited number of units, so shoppers feel a clear “buy now” urgency instead of waiting. The business typically chooses a specific goal (clear excess inventory, acquire new customers, re-engage past buyers, or spike revenue), selects the products and discount level, sets strict rules (start/end time, stock cap, per-customer limits, eligible channels), and then promotes it through fast-moving touchpoints like email, SMS, push notifications, social posts, and onsite banners or popups. During the sale, the store highlights scarcity signals (countdown timers, “only X left,” “ends tonight”) and streamlines checkout to reduce friction, because flash sales convert best when customers can act quickly. After it ends, brands review performance—traffic, conversion rate, average order value, sell-through, and profitability—so the next flash sale is timed better and discounted more strategically.

How long does a flash sale last?

Flash sales are intentionally short, most commonly lasting anywhere from a couple of hours to about 24 hours, with many brands finding that 3-hour windows can perform especially well because urgency is highest and shoppers make faster decisions. Shorter durations generally drive stronger results: research often shows a large share of purchases happens early (frequently within the first hour), so extending the sale too long can dilute urgency and train customers to wait for discounts. The “right” length depends on your audience and channels—if you rely on email alone you may need a longer window than if you use SMS/push notifications—plus practical considerations like inventory levels, customer support coverage, and your ability to handle a sudden spike in orders. A good rule is to keep it as short as your customers can realistically discover it and complete checkout, while still feeling exclusive and time-sensitive.

What are the risks of flash sales?

The main risks of flash sales include reduced profitability (deep discounts can erase margins, especially once shipping, payment fees, and returns are considered), customer “discount conditioning” (shoppers may delay full-price purchases because they expect the next flash sale), and potential brand image damage if the promotion feels too aggressive or cheapens a premium positioning. Operational strain is another big risk: sudden traffic surges can slow or crash your site, inventory counts can become inaccurate, and fulfillment teams can fall behind—leading to late deliveries, cancellations, and negative reviews. Flash sales can also create customer frustration if stock sells out too quickly, if terms aren’t clear (exclusions, limits, final sale rules), or if customers perceive the deal as misleading. Finally, there’s the strategic risk of cannibalization—selling products you would have sold anyway at a lower price—so it’s important to choose the right items (often overstocked or seasonal), set guardrails (purchase limits, minimum order thresholds), and measure success by profit and customer lifetime value, not just revenue spikes.

What is a flash sale on Amazon?

A flash sale on Amazon is most commonly a Lightning Deal, which is a limited-time, limited-quantity promotional discount displayed prominently on Amazon (often on the Today’s Deals page) for a short window, typically lasting a few hours or until the allotted inventory sells out. These deals are designed to create urgency with visual cues like a countdown timer and a progress bar showing how much inventory has been claimed, which encourages quick purchasing decisions. Amazon may also offer variations such as 7-Day Deals or Prime-exclusive promotions, but Lightning Deals are the classic “flash sale” format: steep discount, strict time limit, limited stock, and high visibility during the deal period. For shoppers, it means you can find strong discounts but need to act fast; for sellers, it can drive a burst of sales and visibility, though it requires careful planning around pricing, inventory, and fees to ensure the promotion remains profitable.

What is Flash sale examples?

Flash sale examples include a 3-hour “Lightning Deal” on a best-selling gadget with 30% off until 500 units sell out, a 24-hour “Daily Deal” where a retailer discounts a rotating set of products each day, and a quantity-limited clearance event like “50% off last season’s jackets—ends when stock runs out.” Other common examples are holiday-based flash events (Black Friday doorbusters that run for a few hours), BOGO flash sales (“Buy one, get one 50% off today only”), and mystery flash sales where the discount is revealed at checkout or unlocked after subscribing to SMS. Ecommerce brands often run “VIP early access” flash sales for email subscribers, while apps may trigger flash discounts via push notifications (“2 hours only: free shipping + 20% off”). The defining feature across all examples is the combination of a strong incentive with a strict time and/or inventory limit that pushes customers to purchase immediately.

What is Flash sales today?

“Flash sales today” usually refers to the flash deals currently live right now on a specific website, marketplace, or app—limited-time promotions that change frequently and may last only a few hours. Retailers might label these as “Today Only,” “Limited-Time Offer,” “Lightning Deal,” or “Daily Deal,” and they’re often grouped on a dedicated deals page or highlighted through banners, popups, and email/SMS alerts. Because they’re time-sensitive and sometimes quantity-limited, the exact products and discounts vary by day and by platform, which is why many shoppers search for “flash sales today” when they want immediate, active discounts rather than upcoming promotions. If you’re running a flash sale as a business, this concept is important: the easier it is for customers to find what’s live “today” (clear start/end times, countdown timer, and obvious deal page), the more likely they are to act quickly and convert.

What is Flash sale online?

A flash sale online is a short, high-urgency promotion run on a website, ecommerce store, or app that offers steep discounts for a limited time and/or limited stock, encouraging customers to buy quickly instead of comparison-shopping or waiting. Online flash sales often use urgency and scarcity tools such as countdown timers, “only X left” inventory messages, cart reservation windows, and prominent callouts on product pages and checkout. They’re typically promoted via digital channels that can drive immediate action—email, SMS, push notifications, social posts, influencer shoutouts, and onsite popups—and they work best when the checkout experience is fast and mobile-friendly. Common online formats include time-limited sales (2–6 hours), daily deals (24 hours), quantity-limited drops, and themed events like holiday flash sales or BOGO bursts. The key is to balance excitement with clarity—spell out the rules, stock limits, and end time—so customers feel motivated rather than misled.