IMPACT OF FLASH SALES AND LIMITED-TIME OFFERS ON CONSUMER PURCHASE BEHAVIOUR

Abstract

In today’s digital-first retail environment, brands are increasingly relying on time- sensitive promotions to influence consumer purchase behaviour. Flash sales and limited- time offers (LTOs) have emerged as powerful tools for marketers to not only boost short- term revenue but also spark urgency and excitement among buyers. These promotional tactics leverage psychological triggers such as scarcity, fear of missing out (FOMO), and time pressure to prompt quicker purchase decisions — often bypassing traditional rational evaluation. This research project explores the influence of flash sales and limited-time offers on customer buying behaviour, with a particular focus on impulse buying, motivational triggers, and the role of external influences such as social media and influencer marketing. As businesses increasingly operate in a competitive e- commerce space, understanding how and why consumers respond to these strategies becomes crucial for crafting campaigns that are both effective and ethical. Through a combination of primary research (survey-based responses) and secondary research (academic literature and brand case studies), this study seeks to unpack the key psychological and emotional drivers that govern consumer reactions to time-bound sales. It also aims to examine whether these responses differ across demographics, frequency of online shopping, or product categories — particularly in segments like fashion, beauty, and electronics where such promotions are highly prevalent. Additionally, the research intends to analyse how perceptions of trust, discount quality, and peer validation impact decision-making in a high-pressure purchase scenario. The study will also review how major e-commerce platforms and D2C brands design their flash sale campaigns and the kind of visuals, messaging, and influencer content that helps convert viewers into buyers. By combining data-driven insights with real-world examples, this project hopes to contribute to a better understanding of contemporary consumer behaviour and provide actionable takeaways for marketers, platforms, and emerging brands navigating the evolving digital marketplace.