Mind the Discount Gap: How CLOs Help Retailers Win the Value Game Without Slashing Margins

As shoppers brace for fewer holiday deals, LuckyDiem’s card-linked offers give brands a smarter, data-driven way to deliver value — and protect profitability.

This holiday season, shoppers are bracing for what one report calls a “discount gap” — roughly 40 % expect fewer deals than last year, even while a significant share are waiting for promotions to make discretionary purchases. Retail Brew Retailers are walking a tightrope: they want to drive volume with aggressive offers, but many are facing thinner inventories and tighter margin pressures.

At LuckyDiem, we see this as a distinct opportunity for brands and financial-institution partners to lean into card-linked offers (CLOs) as an alternative to broad discounting. Instead of chasing the steep 28 % off listing prices seen in Cyber Week, and then dropping to 11-17 % later in December, brands can deliver highly personalised, performance-measured incentives to the right customer at the right time.

Here’s how CLOs help fill the gap:

Targeted versus general discounts: When mass promotions compress margins, a CLO strategy enables smarter segmentation and incremental spend — meaning you reward shoppers who matter most without eroding overall margin.

Closed-loop measurement: Unlike many broad promos, every card-linked offer is tied back to transaction data, making ROAS and iROAS transparent — a critical benefit when discounting feels “out of control.”

Dynamic rather than race-to-the-bottom pricing: In a world where AI tools show deal-hunters the lowest price first, the differentiator isn’t just “cheaper” — it’s “smarter reward, frictionless redemption, aligned incentives.”

Retail media synergy: As retailers become less willing to “go hard too early” on markdowns, CLOs offer an alternative channel for stimulating spend without sacrificing full-price sales.

With consumers expecting fewer discounts yet still wanting value, this holiday season provides the perfect moment for brands to rethink “offer” strategies. If you’re a retailer or financial-institution marketer navigating margin pressures and discount fatigue, consider how LuckyDiem’s CLO network can help you deliver incremental growth, smarter spend, and measurable impact — while avoiding the trap of just becoming a “coupon machine.”

Interested in exploring a pilot? Let’s talk.