Buy One Get One

What Is Buy One Get One? Meaning, Definition & Examples

Buy one get one (BOGO) is a type of promotion where customers receive an additional item free or at a reduced price when purchasing a specified item at the regular price. The core idea is simple: buy one item, and you get another one as a bonus.

The classic version is buy one get one free, sometimes abbreviated as BOGOF. However, the term BOGO is often used broadly for similar multi item deals, including buy one get one half off, buy two get one free, or buy three get one free. These variations allow businesses to adapt the offer based on their margin requirements and inventory goals.

Here is a simple example: imagine a grocery store like Publix running a promotion in January 2025 where customers can buy one box of cereal at the regular price and get a second box free. The customer walks away feeling like they got a great deal, and the store moves twice the inventory while maintaining the full price perception on the first item.

BOGO promotions have been used in retail for centuries in various forms, but the shorthand became common marketing terminology in the late 20th century. Today, you will find bogo offers everywhere, from brick and mortar stores to ecommerce websites and subscription platforms.

Why buy one get one matters

BOGO offers matter because they simultaneously appeal to customers and help retailers hit key business goals like higher sales volume and faster stock movement. When structured correctly, these promotions create a situation where everyone benefits.

Shoppers care about bogo deals because they feel they are getting extra value. The psychology behind this is straightforward: people value the first item they buy more highly than additional ones. When you offer a second item free or at a discount, customers perceive significantly more value than they would from an equivalent percentage discount. Research shows that 61% of consumers prefer these types of discounts when making purchasing decisions, which translates directly into higher purchase intent and satisfaction.

For marketers and ecommerce teams, bogo promotions can lift conversion rates, encourage larger baskets, and support product discovery for new or seasonal items. When customers receive a free or discounted item, they often try products they would not have considered otherwise. This creates opportunities to introduce new customers to product lines that might become future favorites.

BOGO can be more compelling than a simple percentage discount because the concrete reward of another item is easier to understand and feels more tangible. Telling someone they get 50% off requires mental math. Telling them they get a free product is immediately clear.

When carefully structured, for example by limiting eligible select products, capping redemptions, or targeting specific customer segments, BOGO can protect or even improve margins rather than simply discounting everything. The key is thoughtful planning rather than blanket application.

How buy one get one works

BOGO mechanics depend on clear qualification rules, pricing logic, promotion timing, and how the discount is applied in store or online. Getting these elements right ensures customers understand the offer and your business maintains control over costs.

Step 1: Choose eligible products

Start by selecting which products qualify for the promotion. You might focus on overstocked items, seasonal goods, or products you want to introduce to new audiences. Avoid putting your highest margin bestsellers into BOGO unless you have a strategic reason, as this can erode profits unnecessarily.

Step 2: Decide the BOGO type

Determine whether the second item will be free, 50% off, or another discount level. Each option has different implications:

Step 3: Set limits and rules

Define how many times a customer can redeem the offer, whether per order or per day. Specify that the free or discounted item must be of equal or lesser value than the purchased item. This prevents abuse and keeps your promotion profitable.

Step 4: Configure the discount in your system

Here is how it might work in practice: a shoe store runs a promotion where customers buy one pair of sneakers at 80 USD and get the second pair at 50% off. If a customer adds two pairs to their cart, the system automatically applies a 40 USD discount to the lower priced pair at checkout. The total comes to 120 USD instead of 160 USD.

Step 5: Communicate the offer

For brick and mortar stores, this means printed shelf tags and signage. For ecommerce sites, it involves promotional banners on category pages, homepage callouts, and clear messaging in the cart. Ensure the terms are visible so customers understand exactly what they need to do to qualify.

Step 6: Set a timeframe

Most effective bogo promotions run for a limited time, such as a weekend, one week, or tied to holidays like a Tuesday flash sale. This creates urgency and encourages customers to act rather than delay their purchase.

Buy one get one examples

Here are three concrete scenarios showing how BOGO is applied across different industries.

Example 1: Grocery chain moving perishable inventory

A grocery chain runs a buy one get one free promotion on strawberries during the second week of May 2025. The goal is to move perishable inventory quickly before spoilage and increase store visits. Customers visiting the produce section see green signs advertising the deal, prompting many to add strawberries they had not planned to purchase. The promotion runs for seven days and successfully clears inventory while boosting foot traffic.

Example 2: Fashion retailer boosting back to school sales

A fashion retailer offers buy one, get one 60% off on jeans during their back to school campaign in August 2025. The promotion applies to all denim categories in store and online. Parents shopping for their children often purchase multiple pairs, and the offer encourages customers to try a new denim line the retailer recently launched. Average order value increases by 25% compared to the previous month, and the promotion introduces the new line to thousands of new customers.

Example 3: Coffee subscription service driving acquisition

A coffee subscription service uses a buy one 3 month plan, get a second 3 month plan free promotion in early 2026. The offer is designed for gifting and referrals: customers purchase a plan for themselves and give the free plan to a friend or family member. This creates two new subscribers from a single transaction. The promotion runs through February and is delivered via email marketing and the company’s app, resulting in a 40% increase in new subscriber acquisition compared to the previous quarter.

Best practices for buy one get one offers

Designing effective bogo offers requires balancing customer appeal with business sustainability. Here are practical tips to get it right.

Communicate terms clearly

Specify which items qualify, whether the free or discounted item must be of equal or lesser value, and any date or quantity limits. Ambiguous terms lead to customer frustration and potential abuse. Make sure the fine print is easy to find on your website and in store signage.

Align with inventory strategy

Use BOGO for overstocked, seasonal, or soon to expire products rather than evergreen bestsellers with tight margins. A retail example: placing leftover items in a checkout bin marked "take one free with 50 USD purchase" prompts customers to hit that threshold just for the deal, clearing inventory without formal markdown.

Test different variants

Compare buy one get one free versus buy one get one 50% off to see which performs better with your audience. Some customers respond more strongly to the word "free," while others may purchase more when the discount feels proportional. A/B testing helps you learn what works best for your specific customer base.

Set caps and eligibility rules

Limit redemptions per customer, restrict offers to specific customer segments, or cap total redemptions across the promotion. This protects margins and ensures fair access. For online promotions, requiring customers to log into their account helps you control redemptions and track behavior.

Monitor and adjust during the campaign

Do not set and forget your promotion. Track performance in real time and be ready to change product selection, messaging, or end date if results do not meet targets. If a bogo offer is cannibalizing too much margin on a particular product, you can pull it from the promotion mid campaign.

Pair complementary products

Logical product pairings increase uptake and customer satisfaction. A music store might pair free guitar picks with guitar sets, while a skincare brand offers a free mini moisturizer with serum purchases. Avoid non complementary pairs that confuse customers or feel like a random grab bag.

Key metrics for buy one get one promotions

To understand whether BOGO works, marketers should track quantitative indicators before, during, and after the campaign.

Sales metrics

• Total revenue during the BOGO period compared to a prior baseline

• Units sold of promoted items

• Average order value (AOV) changes, with many bogo promotions lifting AOV by 20 to 30 percent

Profitability metrics

• Gross margin per order

• Margin per promoted item

• Ensure that volume gains do not entirely offset profit

Customer behavior metrics

• Conversion rate on landing pages featuring BOGO offers

• Repeat purchase rate for customers who redeemed the offer

• Redemption rate among eligible visitors

• Customer acquisition cost versus lifetime value for new customers acquired through the promotion

Operational metrics

• Inventory days on hand for promoted products

• Increase in returns related to BOGO purchases

• Customer service contact volume regarding offer confusion

Tracking these metrics helps you understand whether your promotion genuinely moved the needle or simply shifted money from one pocket to another.

Buy one get one and related concepts

BOGO fits within a broader toolkit of pricing and promotion tactics used in retail and ecommerce. Understanding how it relates to other strategies helps you choose the right approach for each situation.

BOGO and general discounting both reduce the effective price, but they work differently. A percentage discount lowers the sticker price of one item, while BOGO adds an extra unit without changing the displayed price. This preserves the perceived value of the primary product while still offering savings.

Other common promotion types include:

BOGO can be combined with limited time offers and seasonal campaigns. For example, pairing a weekend BOGO event with a holiday shopping day creates urgency and relevance. Brands often use these promotions on holidays or special shopping days to maximize impact.

BOGO performance can also inform future price testing and bundling strategies. When you see which products customers are most willing to buy in multiples, you gain insights that help shape personalization efforts and product recommendations across your platforms.

Key takeaways

• Buy one get one (BOGO) is a sales promotion where customers receive an extra item free or at a reduced price when they purchase a qualifying item at full price. This type of offer remains one of the most effective promotional tactics because customers strongly respond to the idea of getting something free, which can increase conversions, average order value, and inventory turnover.

• Several variations exist, including buy one get one free (BOGOF), buy one get one 50% off, and buy two get one free. Each format has different impacts on margin and perceived value, so choosing the right structure matters for your bottom line.

• BOGO incentives can be structured and targeted using customer data, helping marketers boost revenue without completely eroding profit margins. When you understand how to set clear terms, select products strategically, and track the right metrics, these promotions become powerful tools for growth.

• This article covers what BOGO means, why it matters for your business, how to implement it effectively, real examples across industries, best practices, key metrics to track, related concepts, and common questions.

FAQ about Buy One Get One