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Doors & Windows retailers in the UK generally offer different levels of discount or promotions for most of the year which can vary depending on the season. This does ask the question as to whether you are getting a good deal on your items as the promotions seem to be constantly applied. The majority of merchants and direct suppliers offer the same prices all year round and can be lower than the retailers even with the offers applied so it's always wise to shop around.

Every Day Low Prices

Everyday low price, often abbreviated as EDLP, is a retailer pricing strategy promising consumers a low price without the need to wait for sale price events or comparison shopping. EDLP strategies generally result in lower costs for the retailer, as they're not required to spend significant sums of money on advertising their short-term promotional prices. In addition, less store labour is needed to make all the price changes, simpler pricing and stock management systems are required with lower overheads. Over time, EDLP can result in more predictable consumer demand as they don't have the same peaks and troughs and therefore they experience fewer stocking and supply-chain problems.

The real advantage of choosing to buy from a retailer who runs an EDLP strategy is that the price of doors & windows is unlikely to change during a 12 month period. As a result, you are under no pressure to buy at a certain time because the promotion is coming to an end. You can put off your project for six months and the cost of the project is unlikely to have changed.

High / Low Promotional Pricing Strategies

High / Low promotional pricing strategy is where a retailer establishes the price of an item for a certain period, maybe four weeks or longer and then puts it on promotion at a discounted price for a limited period. If you want to buy the item at the lower price, which can sometimes be as much as 50% or 60% below the original price, you often have only a short time to make a decision. This type of promotional activity continued for so long that as consumers, we have been brainwashed that if we're not getting a big discount, we don't want to buy and a sale shortly coming to an end, drives us to make a purchase decision.

One of the unacceptable aspects of high / low pricing occurs when retailers inflate the original price, to only bring it back down again as the “sale” or “discounted” price, which is closer to the real price of the item. When the prices are reduced to the “sale” price, they often remain at the discounted level for a considerable amount of time, sometimes longer than four weeks, at which customers begin to question the validity of the reduced price.

Continual Promotions

Although technically not allowed, some of the retailers offer continual promotions all year round on doors, windows & conservatories. The level of discount on offer can vary depending on the time of year with anything between 30% and 60% off being advertised. All of these retailers do not have price lists available so you will never know the true value of your items and can be blinded by the superb offer you think you are getting.

We would strongly advise you to shop around and look for the same items direct or through builders merchants as in most cases you'll actually find these to be cheaper despite the offers available at the well known retailers.

The UK's Advertising Standards Authority (ASA)

The Advertising Standards Authority (ASA) is the self-regulatory organisation of the advertising industry in the United Kingdom. The ASA is a non-statutory organisation and so cannot interpret or enforce legislation. However, its code of advertising practice broadly reflects legislation in many instances. The ASA is not funded by the British government, but by a levy on the advertising industry.

Its role is to "regulate the content of advertisements, sales promotions and direct marketing in the UK" by investigating "complaints made about ads, sales promotions or direct marketing", and deciding whether such advertising complies with its advertising standards code.