Cashback is still the default
It leads the mechanics we classified, while discounts, gifts, bundles, warranties and trade-ins build value around the product itself.
- 2026 Edition
STATE OF PROMOTION REPORT
A data-led look at how brands use promotions, cashback and incentives to drive value and purchase, drawn from 392 campaigns across 45+ markets.
What you’ll learn from the report
- Benchmark promotional activity by market. Where competitors run the most campaigns across Europe.
- Compare promotion mechanics. Cashback, discounts, bundles, gifts and trade-ins, and what’s emerging.
- Set competitive incentive values. Benchmarks for cashback, discounts and added value.
- Optimise purchase and redemption journeys. How customers buy, claim and redeem rewards.
download-playbook
Consumers Are Still Buying. They're Just Choosing More Carefully.
Across Europe, value-seeking is part of everyday shopping: 63% of consumers say they buy only on sale or actively seek deals, and 62% would switch brands for a better offer. This report looks at how brands are responding.
Promotional Campaign Is Evolving
And The Data Shows How
Value doesn't have to mean a lower price
Brands are adding trade-in bonuses, extended warranties, subscriptions and bundled products to make an offer worth more.
Eligibility is getting more targeted
Qualifying rules tied to selected models, product combinations and bundles let budget follow the products that matter most.
The reward journey is part of the offer
Online claims, registration, automatic rewards, partner portals, competitions and trials each trade effort for control, data or ease.
Benchmark Your Next Promotional Campaign
The full report ranks the markets leading promotional activity and the promotion types leading across 392 campaigns. Unlock the charts to benchmark your next campaign.
Full report data
Leading countries
Top 10 markets by promotional activity
Full report data
Leading promotion types
13 mechanics, from cashback to trade-ins
A promotional campaign is a time-limited offer that gives customers a reason to buy now or choose one brand over another. Common types include cashback, discounts, gifts with purchase, bundles, trade-in bonuses, extended warranties, loyalty rewards, free trials and competitions. Brands choose the type based on the product, the purchase barrier they need to remove and the margin they can protect.
A discount lowers the price at the point of sale. Cashback gives money back after the purchase, usually once the customer submits a claim. Discounts feel immediate and are simple to run. Cashback keeps the shelf price intact, protects brand value and lets the brand validate eligibility, but it adds a claim step for the customer.
Start with the purchase barrier. If price is the barrier, use cashback or a discount. If the product is high-consideration, add value through bundles, extended warranties or trade-in bonuses. If customers are choosing between brands, a gift with purchase or a bundle can differentiate without cutting price. Match the mechanic to the objective, not to what competitors did last quarter.
Compare the mechanic, the incentive value, the qualifying products, the purchase channel and the redemption method for each competitor campaign in your category and market. Tracking these five elements side by side shows where your offer is stronger or weaker. Benamic's free State of Promotion Report gives a ready-made benchmark across mechanics, value, eligibility, purchase and redemption.
Build one core campaign framework with a consistent proposition, then adapt the execution locally. Localise language, eligibility rules, retailer requirements, incentive format and fulfilment where market conditions require it. Prioritise the markets with the most promotional activity for testing, and use them as reference points before scaling elsewhere.
Benamic's free 2026 State of Promotion Report analyses how brands use promotions to drive value and purchase, covering promotion mechanics, incentive value, eligibility, purchase routes and redemption journeys across European and wider markets. It is designed for marketing, promotions and ecommerce teams benchmarking their next campaign.
Read the State of Promotion Report
Get the full data, takeaways and recommendations for planning your next promotion.