That's a hard one for me to answer with those questions. I don't have "sales" as such. We have a "special offer" every month with our newsmailer. And it's always random offers (ie.an extra mat free, or non-glare glass at regular price etc). That way customers don't expect a certain thing at a certain time. The last thing you want is for everyone to save up their framing for the "Big Sale". As for coupons I might give a customer (or the mailing list) a "special gift" of 10%-20% off on certain things, but not just "coupons to the masses". I think you should reward your existing customers.
I believe the retail industry has shot themselves in the foot with Christmas Sales. Now, the consumer expects them, and won't begin shopping until the obligatory "sale" begins. I even know of some folks that have their "Christmas" after Christmas in order to take advantage of sales.
I guess this falls under the catagory of "don't get me started!"
You and I think alot alike on this question, Betty. I believe in rewarding my repeat customers with small perks from time to time. As they keep coming back to me for all their framing needs and continue sending me new customers, I like to say thank you in my own way. EVERY customer gets a personal thank you note from me but just because a customer has one piece framed by me, I don't reward them with a glass upgrade or 10% off on that moulding they are "dying for". When a first time customer brings me several large orders at one time, I like to find out which is the most special piece they are framing and give them a "perk" on that particular piece.