11.11 Shopping Day: How to Prepare an Honest and Profitable Promotion for Your Store

Start preparing your store for Shopping Day on November 11 three to four weeks in advance: define the promotion’s goal, count available stock and calculate costs, and set an economically justified discount. Before publishing the offer, the owner should approve the product list, previous and promotional prices, exact period, place of sale, and quantity limits. Customers must receive the exact terms they saw in the advertisement.

Assign employees to handle prices, stock, order fulfillment, and customer inquiries. Before launch, check sales at the checkout and purchase processing on the website. After the promotion ends, reconcile payments received, expenses, stock, and returns. A product’s participation in a promotion does not cancel the customer’s legal rights to exchange it, raise concerns about defects, or exercise rights relating to a distance purchase.

Three to four weeks ahead: define the goal and scope of the promotion

Choose one primary goal against which you will assess the result. For a small store, this could be selling a specified quantity of seasonal stock, reducing inventory of slow-selling products, or generating additional income after promotion expenses. Record a specific metric and a date for reviewing the results so employees understand the outcome you expect.

As a practical reference, you could set a hypothetical goal of selling 20 units of a specified model from the 50 in stock while retaining a positive result after accounting for the purchase cost of the goods sold, order fulfillment expenses, advertising, and returns. This is a planning example, not a demand forecast. Sales volume will depend on the product, the offer, and the store’s capacity to fulfill orders.

First, set a scale the team can handle. If one employee sells on the shop floor, answers messages, and packs shipments at the same time, a large number of promotional items will make the work more difficult. For a first promotion of this kind, it makes sense to choose a limited product list with clear sales terms.

• The owner approves the goal, budget, and minimum acceptable financial result.
• The employee responsible for inventory prepares a list of items, quantities, cost prices, and previous prices.
• The sales assistant checks the condition and completeness of products, their sizes, and whether labels are correct.
• The employee responsible for orders estimates how many purchases the team can assemble and hand over within the promised time.

In a small store, one person may handle these tasks. The important thing is to record exactly what they need to do and when to report the results to the owner. This stage should produce an approved list of products with quantities, prices, and assigned employees.

Compare slow sales with actual stock

To select products, compare the number of units sold during the chosen period with current stock. A product with no sales needs further review: it may have been in storage for a long time, arrived recently, or been unavailable on the shop floor. Before including it in the promotion, check whether customers had an opportunity to buy it.

Choose the analysis period to suit the product range. For seasonal goods, consider when they were relevant to customers; for regular stock, use a period long enough to represent ordinary trading. Compare the same units of measure and specific models: the total stock for a category does not show how many of the required size or color remain in the store.

After selecting the products, an employee should count the promotional stock physically. Separately mark units already set aside for customers, items with damaged packaging, and products whose condition needs to be checked. Include in the advertised promotional stock only the quantity the store can actually sell on the stated terms.

How to select promotional products and prepare prices in Torgsoft

In Torgsoft, open «Аналіз → Аналіз товару, що залежався» (“Analysis → Slow-moving stock analysis”), set the period and a specific accounting center—the store or warehouse for which the program keeps inventory records. Set a threshold for the number of units sold and click «Оновити» (“Update”). The threshold applies to the quantity of goods sold, not the number of visitors or receipts: a value of 1 selects goods for which fewer than one unit was sold during the period, meaning zero for items counted individually.

To review separately the stock that was already on hand at the beginning of the period, enable the corresponding switch. To prepare a promotion, turn off the display of goods with zero stock; if you are analyzing several stores, grouping by accounting center will help distinguish their data.

Review the current recorded quantity, cost price, and discounted price in «Склад → Стан складу» (“Warehouse → Stock status”) for the required store or warehouse, and compare them with the physical count. The «Історія змін ціни та знижки» (“Price and discount change history”) option is available in the «Умови продажу товару» (“Product sales terms”) menu: use it together with sales documents to prepare an accurate previous price. If you use «Змінити ціну продажу і знижку поточного товару» (“Change the sale price and discount of the current product”), the discount percentage and sale price fields are available when the «На товар не поширюється знижка» (“Discount does not apply to the product”) setting is turned off.

First apply the planned change to one item and check the result. In the analysis form, the «Задати товарну знижку» (“Set product discount”) button lets you set a percentage or final price; a product discount takes priority over other customer discounts and applies whether or not the customer has a discount card. If you choose a price revaluation—a change to the recorded retail price—add the product to a revaluation document and enter the new values. After checking the final amount, print discounted labels. Compare the printed label with the price at the point of sale and the advertisement, and record which settings need to be changed after the promotion.

Two to three weeks ahead: calculate the discount and expenses

For each item, the owner should determine how much money will remain after a sale at the promotional price. Account for the cost price, packaging, commissions, and delivery costs paid by the store. Record the advertising budget, additional labor costs, and possible expenses for processing returns separately. The same discount percentage can produce different financial results for different products.

Contribution from a sale is the amount remaining from the price after the cost price and expenses associated with that specific sale. It helps cover advertising and other store expenses. This figure is not yet net profit because it does not account for all fixed expenses or the business owner’s tax calculations.

Hypothetical example of a promotion calculation

All the figures below are invented to explain the calculation. Suppose the regular and previous price of a product is UAH 1,000, its cost price is UAH 500, and the store plans a 20% discount. Packaging and commissions are assumed to total UAH 60 for each completed purchase. The advertising budget is UAH 2,400. For clarity, consider purchases of one unit at a time.

In this example, the 20% discount reduces the contribution per unit from UAH 440 to UAH 240. To cover only the advertising budget, before returns, you need to sell 10 units: 2,400 ÷ 240 = 10. At that volume, the result after the listed expenses will be zero; no money will remain to cover the store’s other expenses.

How returns change the result

Continuing the hypothetical example, suppose customers return two of the 20 units sold, the store refunds UAH 800 for each, and the products are returned in a condition suitable for resale. Suppose the UAH 120 spent on packaging and commissions for these two purchases is not reimbursed, and additional processing of each return costs UAH 100.

• Revenue after refunds: 16,000 − 2 × 800 = UAH 14,400.
• Cost price of the 18 units that remain sold: 18 × 500 = UAH 9,000.
• Initial packaging and commission expenses for 20 purchases: UAH 1,200.
• Additional expenses for two returns: 2 × 100 = UAH 200.
• Result after advertising: 14,400 − 9,000 − 1,200 − 200 − 2,400 = UAH 1,600.

Returns reduced the calculated result by UAH 800. This scenario helps you assess in advance how sensitive the promotion is to expenses. For your store, use the actual commissions, reimbursement terms, delivery costs, and tax payments that need to be included in your calculation. Separately set aside funds to meet customers’ lawful claims.

One to two weeks ahead: finalize prices and promotion terms

For a retail promotion in Ukraine, take into account parts 4–6 of Article 15 of the Law of Ukraine “On Consumer Rights Protection” No. 1023-XII. The terms “discount,” “reduced price,” and similar terms may be applied to products sold directly by the store for a specified, limited period if the price is lower than the regular price. For a “sale,” all goods at a particular location or a clearly defined group of goods must be specified, the duration must be limited, and the prices must be set below the regular prices.

After a public announcement that discounts or a sale have begun, customers must be given the previous price and the price set after the promotion began. The employee responsible for pricing should prepare both amounts for each item on its price tag and product page on the website. The price must include all taxes and other mandatory charges paid by the customer when buying the product.

Specify the package or unit of measure for which the price is set; for relevant products, add the price per standard unit, such as a kilogram or liter. The previous price must match the price that was in effect before the promotion. Keep the price history and sales documents; artificially inflating the base price to show a larger percentage can mislead customers.

Check the advertising separately under parts 4 and 8 of Article 8 of the Law of Ukraine “On Advertising” No. 270/96-VR. An announcement of a price reduction or sale must state the location, start and end dates, and the relationship between the new price and the previous selling price or the amount of the discount. Prices in advertisements for goods sold in Ukraine must be stated exclusively in hryvnias.

For a standard text or visual advertisement, include this information directly in the advertisement. For advertising in audio media, the law requires a reference to a source where the discount or sale terms can be found. If the offer includes a separate promotional event, also take into account part 3 of Article 8: its dates, location, and source of the full terms; changes to the terms, location, and dates must be communicated in the same manner as the initial information.

The owner should approve one set of rules for sales assistants, the website administrator, and the employee responsible for advertisements. It should include:

• the exact list of products, models, sizes, or stock keeping units (SKUs);
• the previous and promotional prices, and the discount amount or percentage;
• the exact start and end dates and times, store addresses, and the website if it is participating;
• the total promotional stock and stock at each point of sale, and any per-customer limit;
• the rules for combining the offer with other discounts and how to apply it;
• the terms for collection, payment, and delivery, and a contact for inquiries.

Quantity limits must match actual stock. The phrase “limited quantity” does not replace an exact promotion period or justify advertising a product the store cannot provide on the stated terms. If you offer several products for one price or give a discount on one product on condition that another is purchased, state what the offer includes and its value, how long it lasts, and all restrictions, including quantity limits. For products offered together for one price, also state their individual prices. These are requirements under part 3 of Article 15 of Law No. 1023-XII.

Hypothetical advertisement example

Below is an invented example for a brick-and-mortar store. Replace every field in square brackets with actual information before publication; use the figures only if they match actual prices and stock.

If the promotion also applies to the website, add its address and the actual delivery terms. The employee publishing the advertisement should check every figure against the approved rules. Keep a copy of the published text so the team can confirm the terms of a specific purchase.

A few days ahead: assign responsibility for orders and inquiries

Before launch, decide who confirms stock availability, sets aside products for orders, packs them, and communicates with customers. If the store sells both in person and through its website, agree on how to track units set aside for customers. Employees must be able to see how much stock they can still promise to new customers.

For online sales, check that information about the seller, address, contact details, identification details, inclusion of taxes in the price, and delivery cost is available. This is required by Article 7 of the Law of Ukraine “On Electronic Commerce” No. 675-VIII. Before completing a purchase, the customer must understand who they are buying from, what they will receive, and how much they will pay.

Under parts 2–3 of Article 13 of the Law of Ukraine “On Consumer Rights Protection” No. 1023-XII, before a distance contract is concluded, the website administrator must make available the product’s main characteristics, price including delivery, payment and delivery terms, warranties, the procedure for submitting complaints, the period during which the offer is accepted, and the procedure for terminating the contract. The provision of this information must be confirmed in writing or electronically; the seller cannot change the confirmed information unilaterally.

Place a test order to check that the customer sees these terms before concluding the contract and receives confirmation of them.

The order employee should promptly confirm receipt of a website order. The website administrator must state in the offer or electronic contract how the customer can receive it in a form that prevents its contents from being changed. Separately configure the delivery of purchase confirmation as an electronic document, receipt, till receipt, or other document at the time of purchase or handover. Under parts 7 and 11 of Article 11 of the Law of Ukraine “On Electronic Commerce” No. 675-VIII, the confirmation must contain the terms and procedure for exchanges and returns, the seller’s name and location, the procedure for submitting complaints, warranty obligations, and information about related product maintenance or repair services.

If the contract term is not specified, include the procedure for terminating it. Before the promotion, the website administrator should place a test order and confirm that the customer receives this information and can save it.

The day before: check the checkout, website, and reports

Before applying the settings to all products, run a check on one promotional item. The sales assistant and the employee responsible for inventory should compare the approved price, label, and amount charged at checkout. Check the scenario for a regular customer and for a customer with another discount: the final amount must match the advertised terms.

1. Scan the product and check its name, quantity, and final price.
2. Check a purchase of multiple units and any quantity limits.
3. On the website, go from the product page through to the order total with delivery.
4. Check who received the order and how the product is set aside for it.
5. Compare the sales document, payment amount, and change in stock.
6. Review the report for the required store and period: the price, quantity, and amount must match the recorded transaction.

Use a training environment if one is available, or follow the procedure agreed with the employee responsible for inventory. If you record a real transaction, record it and any possible cancellation properly. Checks must not leave unrecorded money or incorrect stock levels.

November 11: monitor stock and fulfill promises

Before opening, the shift manager checks active prices and stock against the promotion rules. During the day, the responsible employee tracks units sold and set aside, as well as orders that still need to be picked. When promotional stock runs out, update availability and stop promoting an offer the store can no longer fulfill.

If you find a mismatch between the advertisement, price tag, and purchase total, report it to the manager and correct the cause. The employee handling customer communications should explain what happened and what the store will do next. Changing an advertisement does not automatically change terms already agreed for a purchase.

Handle customer inquiries after the promotion ends

A discount alone is not grounds for refusing a lawful exchange, consideration of a product defect, or the exercise of rights relating to a distance purchase. The relevant rules are set out in Articles 8, 9, and 13 of the Law of Ukraine “On Consumer Rights Protection” No. 1023-XII. The outcome depends on the product and the circumstances of the inquiry, so the employee should forward it to the person responsible for review.

Adopt a simple procedure for the store: record the purchase date, product, document or order number, description of the issue, and the customer’s request. Assign an employee, retain documents and correspondence, and tell the customer who is reviewing the inquiry and what the next step will be. Mark returned goods separately while their condition and suitability for resale are being assessed.

After the promotion: reconcile money, stock, and financial results

After the promotion ends, the employee responsible for prices changes the settings according to the plan, removes promotional advertisements, and checks labels and the website. The order employee completes the processing of purchases made on promotional terms. The end of the advertising period does not mean all orders have been fulfilled.

Reconcile recorded sales, payments actually received, refunded amounts, and unfulfilled orders separately. Then calculate the cost price of products that remained sold, packaging, commissions, advertising, additional labor, and return expenses. Also include tax payments and other expenses in the financial summary according to your business’s accounting rules.

For stock, check the equation: opening stock plus receipts and accepted returns, minus sales and other recorded stock removals, equals closing stock. In the hypothetical example with 50 units at the start, 20 sold, and two returned, with no other movements, closing stock will be 50 − 20 + 2 = 32 units. Assess separately whether the returned units are available for resale.

First prepare a preliminary summary, then update it after any subsequent returns and final settlements. The owner should get answers to three questions: how much the target stock decreased, how much money remained after expenses, and what errors need to be fixed before the next promotion. Keep the product list, terms, and calculation so you can plan the next offer using your own results.

Official legislation governing promotions

• Law of Ukraine “On Consumer Rights Protection” dated 12 May 1991 No. 1023-XII — Article 15, particularly parts 3–6 on prices, discounts, and sales; Article 19 on preventing misleading practices; Articles 8, 9, and 13 on customer rights.
• Law of Ukraine “On Advertising” dated 3 July 1996 No. 270/96-VR — Articles 7 and 10 on truthful advertising; parts 3, 4, and 8 of Article 8 on promotional terms, discount advertising, and prices stated in hryvnias.
• Law of Ukraine “On Electronic Commerce” dated 3 September 2015 No. 675-VIII — Article 7 on information about the seller and costs; Article 11, particularly parts 7 and 11, on order and purchase confirmation.