You’ve seen them everywhere — “Buy One Get One Free,” “BOGO 50% off,” “Buy One Get One Half Off.” They look like killer bargains, a chance to double up and save. But what if I told you “buy one get one deals” often benefit businesses more than consumers, and many shoppers walk away paying a hidden price? Understanding exactly who benefits (and how) means you can shop smarter and avoid getting tricked. Here’s what few ads tell you about buy-one-get-one deals — and who’s really coming out ahead.
1. The Psychology of “Free” & Perceived Value
Buy one, get one deals work because of psychology. When you see “free,” your brain treats that extra item as pure gain—even if you didn’t need it. Researchers find that people prefer true BOGO (“buy one, get one free”) over similar savings framed differently, because the notion of a free item triggers a strong emotional response. This gives businesses pricing power: they can move more inventory by leveraging perceived value rather than simply cutting prices. So you feel like you win, but the retailer often wins bigger.
2. Retailers & Brands Clear Inventory Smartly
One major beneficiary of buy-one-get-one deals is retailers with surplus stock, seasonal items, or soon-to-expire goods. These promotions are a clever way to move items that might otherwise spoil or sit unsold. Instead of slashing normal prices, stores package items in buy-one-get-one deals and preserve the perception of value. The strategy also invites customers into stores who might buy other full-price items. Long after the ad ends, the brand still sells through more units overall.
3. Manufacturers and Suppliers Increase Volume and Exposure
Manufacturers often benefit from buy-one-get-one deals for several reasons. First, these promotions increase order volume from retailers who need more product to supply both the “bought” and “free” units. Second, exposure increases: consumers try a brand they might not have otherwise, because the “deal” lowers the risk. Third, repeat purchases sometimes follow after the promotional inventory runs out. Manufacturer profits may come through higher unit sales or claiming promotional cost support from retailers. In the end, they achieve both a sales boost and brand awareness.
4. Price-Sensitive & Budget Shoppers Seem to Benefit First
Many shoppers do gain from buy-one-get-one deals, especially those who are budget-conscious or operating under tight financial constraints. Research shows consumers with financial restrictions are more likely to favor “buy one get one free” offers over percent discounts or “get 50% off the second” items. For those who regularly buy essentials, it feels like getting more for your money, and small savings stack up over time. But the benefit only happens if you actually use what you get free, don’t waste it, and aren’t upsold into buying things you don’t need. Sometimes the free item ends up unused—and then you’ve just carried the cost in storage or spoilage.
5. The Hidden Drawbacks for the Average Consumer
Not every consumer comes out ahead with buy-one-get-one deals. Sometimes the “free” item is one you wouldn’t buy otherwise, so you pay attention to volume rather than need. Sometimes unit price (cost per ounce or per serving) is worse than when buying a smaller quantity at a standard discount. Also, buy-one-get-one promotions tend to stimulate overspending: you buy more than needed because of the emotional pull of the deal. Retailers also take advantage of this behavior — pushing BOGO items in prominent places where you’ll see them and be tempted. If you aren’t careful, what feels like savings can really lead to waste or unnecessary purchases.
6. Who Usually Loses: Low-Need or Impulse Buyers
Some consumers are at a disadvantage with buy-one-get-one deals. If your lifestyle or storage doesn’t align with volume, you may end up with perishable items that spoil, or with products you never get around to using. Impulse buyers often are tempted by the “deal” without comparing what they would have paid later, or checking if the “free” second item has the same quality. Also, people with limited budget floors (tight cash flow) may spend more upfront to get the deal, even if the result is more cost or clutter in the long run. Those who do not plan purchases or do not check unit pricing often pay more per usable unit despite the BOGO label.
7. Loyalty Programs & Data Collection Thrive on BOGO Offers
Buy-one-get-one deals are powerful tools for brands to collect data and build customer loyalty. When you sign up for email alerts or loyalty cards to get those BOGO deals, brands capture your shopping habits. Retailers then use that data to tailor future promotions, predict demand, and even raise prices elsewhere. Also, loyalty leads — people who are drawn in by buy one get one deals tend to return more often if deals are seen as exclusive or loyalty-member only. So over time, the brand or retailer not only makes more sales, but also secures more customer behavior data and repeat business.
What Smart Consumers Should Ask Before Saying “Yes” to a BOGO
Buy one, get one deals feel like instant wins, but the real winners often are the store and the manufacturer. Smart shoppers know to do a few checks: always compare unit price (price per ounce, piece, etc.) instead of just looking at “two for the price of one.” Look at whether you’ll use both items before buying, especially perishables. Watch the fine print — often the free item is cheaper quality, size, or has hidden limitations. Pay attention to your budget and storage: buying in bulk only saves if you won’t waste. Awareness is your best tool to make buy-one-get-one deals work for you, not just for the industry.
What’s your experience with buy one get one deals — have you walked away feeling you really saved, or that it backfired? Tell your stories below.
What to Read Next
- 6 “Buy One Get One” Tricks That Cost You More in the End
- The Real Cost of ‘Buy One Get One Free’ Offers in Supermarkets
- 9 “Buy One, Get One” Deals That Actually Cost You More in the Long Run
- Is That “Buy One, Get One Free” Deal Really Worth It? Here’s the Math
- How Buy One Get One Free Deals Can Save You Hundreds (If You Shop Smart!)
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