Professionals often use the term “promotional value destruction” to criticize the excessive promotional practices of some brands. This phenomenon manifests itself in two ways. First, the frequent use of promotions mechanically leads to a decrease in the average price over a given period. Second, consumers may become less inclined to buy at the regular price outside of promotional periods. Furthermore, depending on the nature of the product, these practices can also impact its image. It is important to note that value destruction is not always linked to promotions themselves, but rather to instances of abuse. This does not call into question the value of promotions in many cases.