What is a BOGO Sale? A Complete Guide for 2025

A BOGO sale – short for “Buy One, Get One” sale – is one of the simplest and most effective ways to attract customers and boost sales.

Whether you’re offering a free item, a discount on the second product, or a mix-and-match deal, BOGO promotions give customers more value and a reason to buy now.

In 2025, BOGO deals remain strong, and for good reason. They’re easy to understand, quick to set up, and work well for almost any type of product.

In this guide, we’ll explain exactly what a BOGO sale is, how it works, and why it’s such a powerful tool for your online store.

Additionally, we’ll guide you through the step-by-step process of creating a BOGO offer that delivers profitable sales.

Let’s get into it!

What is a BOGO Sale?

A BOGO sale stands for “Buy One, Get One.” It’s a popular promotion where a customer gets a second item for free (or at a discount) when they buy one at full price.

This deal is simple, but it works really well. Customers feel like they’re getting more value, which makes them more likely to complete a purchase.

You can run BOGO sales in different ways. For instance:

• Buy 1, Get 1 Free (same product)
• Buy Two, Get One at 50% Off
• Buy 1 Product, Get Another Specific Product Free

BOGO deals are flexible, and you can adjust them to fit your products and sales goals.

Example of a BOGO Sale

Let’s say you run an online store that sells skincare products.

a) You can create a BOGO deal like this: “Buy one face cleanser, get a second one free”.

When a customer adds the face cleanser to their cart, they automatically get a second one at no extra cost. That’s a strong incentive to buy and maybe even stock up.

b) You could also offer something like: “Buy two moisturizers, get a free travel-size toner”

This is a great way to introduce customers to new products while increasing the average order value.

BOGO deals like these help you move more products, reward loyal customers, and drive more sales—all at once.

Types of BOGO Sales

BOGO deals aren’t one-size-fits-all. There are a few different ways you can set them up, depending on what you’re selling and what kind of results you want.

Here are the most popular types of BOGO sales:

1. Buy One, Get One Free (BOGO Free)

This is the classic version. When a customer buys one item, they get another of the same item for free.

For Example, “buy one T-shirt, get one free”.

2. Buy One, Get One at a Discount

Instead of giving away the second item for free, you offer it at a lower price. This still feels like a deal but helps protect your profit margin.

For Example, “buy one pair of shoes, get the second one 50% off”.

3. Buy X, Get Y Free

This version lets you mix and match products. Customers buy one item and get a different product for free. It’s great for promoting bundles or introducing new items.

For Example, “buy a laptop, get a wireless mouse for free”.

Related Read: How to Create WooCommerce Buy X Get Y Offers.

4. Buy Two, Get One Free

Perfect for increasing order size. Customers buy multiple items and get one more at no cost.

For Example, “buy any 2 candles, get 1 free”.

5. Conditional BOGO Deals

You can also set conditions like a minimum cart value or apply the deal to specific categories.

For Example, “spend $50 or more and get a free gift”.

Each type of BOGO deal offers a unique way to boost sales, clear out inventory, or reward your customers—all while delivering real value.

The Psychology Behind the BOGO Deal

BOGO deals do more than just offer a discount. They tap into how people think and shop. That’s why they’re so powerful.

Here’s a look at the psychology that makes BOGO offers work so well:

1. People Love Free Stuff

Getting something “free” feels like a win. Even if the total savings are the same as a regular discount, a free item feels more exciting and valuable to customers.

2. Creates a Sense of Urgency

BOGO deals often feel like limited-time offers. This encourages customers to buy now rather than wait, which helps increase conversions and reduce cart abandonment.

3. Boosts Perceived Value

When customers get two products for the price of one, the deal feels like a better value, especially if both items are useful or high quality.

4. Encourages Higher Spending

Many BOGO deals require customers to buy more to unlock the offer (like “Buy 2, Get 1 Free”). This helps increase your average order value without forcing a hard sell.

5. Triggers Reciprocity

When you give something extra, customers feel like they’re being rewarded. That feeling of goodwill can lead to more trust, repeat purchases, and even referrals.

In short, BOGO deals work because they make shopping more rewarding, fun, and satisfying, all while helping your store grow.

Why are BOGO Sales so Effective?

BOGO sales aren’t just popular—they’re powerful. Here’s why they work so well for both customers and store owners:

1. They Grab Attention Fast

“Buy One, Get One Free” is a deal people instantly understand. It’s eye-catching, easy to remember, and makes customers stop and think, “That’s a good deal!”

2. Customers Feel Like They’re Getting More

Everyone loves getting something extra. With a BOGO deal, customers feel like they’re getting double the value for their money, which makes the purchase feel like a smart decision.

3. They Help Move Inventory

Got slow-moving stock or seasonal items?

BOGO offers are a great way to clear them out while still keeping customers happy.

4. Boosts Your Average Order Value

BOGO deals often lead customers to buy more than they planned. That means a higher cart total and more revenue for your store.

5. Builds Customer Loyalty

When customers feel like they’re getting a great deal, they’re more likely to come back. BOGO offers can leave a strong, positive impression that encourages repeat business.

6. Easy to Promote Across Channels

BOGO deals make great headlines for emails, social media, and ads. They’re simple to market and tend to get higher engagement than regular discounts.

In short, BOGO sales offer a win-win: customers get more for their money, and you get more sales and repeat customers. That’s what makes them so effective.

How to Run a Successful BOGO Sale?

Running a BOGO sale is straightforward, especially if you use the right strategies.

Here’s how to run a successful BOGO sale:

Step 1: Plan Your Offer

Before diving into your deal setup, you need to plan the specifics of your BOGO sale. Here are some key decisions to make:

• What products will be part of the sale? You can either apply BOGO to specific products or offer it store-wide. Consider which products are the best fit for a BOGO promotion—items with high margins, slow-moving inventory, or complementary products are ideal.
• What type of offer will you provide? Will it be “Buy One, Get One Free?” Or “Buy One, Get One at 50% off?” Choose an offer that aligns with your store’s goals.
• Will it be a limited-time or an ongoing offer? Limited-time offers work better for creating urgency, but if you’re running a long-term promotion, ensure that customers still feel incentivized to act quickly.
• Do you want to set a minimum purchase requirement? For instance, “Buy 2, Get 1 Free” or “Spend $50, Get a Free Gift” can encourage higher spenders to take part.

Step 2: Use the Right Platform and Plugin

Since you’re learning about BOGO sales, you already have an online store.

Choose the best plugin or tool, or utilize built-in platform features to set up your BOGO deals.

For example, if you built your store on a WooCommerce platform, you have to use a plugin like “Discount Rules for WooCommerce – Pro” to create BOGO offers, and you need a different plugin if you are a Shopify store owner. Similarly, it differs for a Wix or Squarespace store owner; manually code the setup.

How to Set Up a BOGO Sale in WooCommerce?

To set up a BOGO sale in WooCommerce,

• Install and activate the “Discount Rules Pro” plugin on your WordPress dashboard.
• Go to “WooCommerce” -> “Discount Rules”.
• Click the “Add New Rule” button.
• Enter the rule title and choose the discount type, “Buy X Get X or Buy X Get Y”.
• Configure the discount and product settings.
• Optionally set conditions and save & enable the rule.

I’ve already explained the detailed steps to create “BOGO” deals in 7 different ways.

Check this “How to Create WooCommerce BOGO (Buy One Get One) Deals?” blog for more BOGO ideas specific to the WooCommerce platform.

Step 3: Configure the Sale

Once you’ve installed the plugin or enabled the platform feature, you can start configuring your BOGO sale. The exact steps will vary depending on the plugin, but in general, you’ll want to:

• Select the products or categories you want to apply the offer to.
• Define the terms of your offer, such as Buy One, Get One Free, Buy One, Get One at a Discount, or Buy One, Get One for a Fixed Price.
• Set any limits on the number of offers available (e.g., only one BOGO offer per customer).
• Apply any additional restrictions like minimum purchase amounts, specific dates, or specific user groups.

Step 4: Promote Your BOGO Sale

A BOGO sale won’t be effective unless customers know about it. Here are some effective ways to promote your BOGO offer:

• Use email marketing: Notify your existing customers through email about the BOGO sale. Make sure your subject line emphasizes the deal—something like “Hurry! Buy One, Get One Free on Select Products!”
• Announce it on social media: Use your store’s social media accounts (Facebook, Instagram, Twitter, etc.) to spread the word. Create eye-catching posts.
• Add banners to your website: Place prominent banners on your homepage, product pages, and checkout pages to remind visitors about the BOGO deal.
• Use paid ads: If you want to reach a broader audience, consider using Google Ads or Facebook Ads to promote your BOGO sale.

Step 5: Monitor and Optimize Your Sales

Keep an eye on how your BOGO sale is performing. Look at your sales, average order value, and customer feedback. This helps you understand what worked and what you can improve next time.

Let’s check a few metrics to help you analyze your BOGO sale performance.

Key Metrics to Measure the Performance of BOGO Sales

Tracking the right metrics helps you understand how well your BOGO sale works and how to improve future promotions. Here are important metrics:

1. Sales Revenue

Look at the total revenue during the sale and revenue per transaction. This shows whether customers are spending more despite free items.

2. Units Sold

Track how many products you sell and the average quantity per customer to see if the deal boosts volume.

3. Customer Acquisition & Retention:

Count new customers from the promotion and how many return afterward, showing if the sale builds loyalty.

4. Profit Margin

Calculate your gross and net profit to ensure the free items don’t hurt your bottom line too much.

5. Average Order Value (AOV)

Check if customers are buying more per order compared to normal times.

6. Discount Redemption Rate

See how many customers use the BOGO deal—low rates might mean poor promotion or unclear terms.

7. Conversion Rate

Measure how many visitors become buyers during the sale to gauge its effectiveness.

8. Inventory Impact

Monitor how fast your stock sells and if any items run out, helping plan future stock levels.

9. Customer Engagement & Feedback

Collect reviews and track social media buzz to understand customer feelings about the promotion.

10. Cost of Goods Sold (COGS)

Keep track of the costs tied to free items to manage your profitability.

11. Sales Growth vs. Baseline

Compare sales to past periods or similar promotions to see real growth and long-term trends.

12. Customer Lifetime Value (CLTV)

Check if customers who bought during the BOGO keep coming back, adding value over time.

13. Time to Redeem

If the deal expires, track how fast customers use it—faster redemption often means better urgency.

14. Website Traffic (Online Stores)

See if the sale brings more visitors and if those visitors turn into buyers (watch bounce rate too).

Related Read: 8 Simple Ways to Boost Sales in Your WooCommerce Online Store.

Best Practices for Running a Profitable BOGO Sale

Running a BOGO sale can be incredibly effective if done right. Here are some best practices to ensure your BOGO sales are a success:

1. Timing Your Sale

Run your BOGO sale during big events like Black Friday or holidays for better results. It’s also great for clearing leftover stock after launches or seasons.

2. Segment Your Audience

Target your BOGO sale to loyal customers or first-time buyers. Personalized deals boost engagement and increase conversions.

3. Targeting the Right Products

Choose products that suit BOGO deals, like complementary items or bundles. Avoid high-ticket items unless your margins can support the offer.

4. Setting Clear Rules

Make sure customers see the BOGO deal terms. Whether the second item is free or discounted, explain it simply on your site. Being clear builds trust and keeps customers happy.

5. Promoting Your Sale

Don’t rely only on your website—use email, social media, and Google Ads to promote your BOGO sale. Add banners and pop-ups on your site to catch visitors’ attention and boost sales.

6. Upsell and Cross-sell

Use cross-sells and upsells with your BOGO sale to suggest related items. For example, recommend pants or accessories when someone buys a shirt to boost sales.

7. Create Time-Limited Offers

Adding a countdown timer creates urgency and pushes customers to buy faster. Use a plugin like WooCommerce Countdown Timer to show how much time is left.

8. Ensure Stock Availability

BOGO sales boost demand, so keep enough stock ready. Running out hurts sales and customer experience.

9. Choose the Best Plugin

Choose a plugin that fits your platform, like WooCommerce or Shopify. Make sure it’s flexible and lets you easily customize your BOGO offers.

Related Read: 5 Best WooCommerce Buy One Get One Free Plugins.

Real-Life BOGO Deal Examples

Here are examples of BOGO deals from popular chains like Subway, Starbucks, and McDonald’s:

1. Subway

Subway often runs limited-time BOGO promotions where customers can buy a sub and get another one for free or at a discounted price.

For example: Buy One, Get One Free: Customers who purchase a regular-priced sandwich could get a second sub free, typically offered within a specific time.

2. Starbucks

BOGO Coffee and Drinks Promotions – Starbucks frequently runs “Buy One Get One Free” promotions on drinks, especially around holidays or in celebration of new product releases.

(Image Source: Instagram)

3. McDonald’s

BOGO Meal Deals – McDonald’s runs various BOGO promotions, especially through their mobile app or during special offers.

For example, Buy One, Get One for $1: McDonald’s may offer deals where you buy one burger or meal at a regular price and get another one for just $1, which is essentially a BOGO with a minimal charge on the second item.

4. Bath & Body Works

Bath & Body Works frequently offers BOGO deals on body care, candles, and hand soaps.

For example, Buy 3, Get 3 Free on body care products: Encouraging customers to stock up and try new scents.

Conclusion: Boost Your Sales with BOGO Offers

A BOGO sale is a successful way to increase sales, clear out inventory, and attract new customers to your WooCommerce store.

By offering customers the chance to buy more at a discounted price or for free, you’re not only driving conversions but also building a loyal customer base.

To make the process even easier, use plugins, like Discount Rules for WooCommerce – Pro, if you have a WooCommerce store, which can automate your BOGO offers and make your promotions more efficient.

So, what are you waiting for? Start planning your next BOGO sale and watch your revenue thrive.

Also Read:

• How to Create a WooCommerce Bulk Discount? (Quick Steps + Examples)
• How to Set a WooCommerce Buy 2 Get 1 Free Offer?

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