How to Show a Sale Price on Shopify to Boost Conversions

Table of Contents

1. Introduction
2. Understanding the "Compare at Price" Logic
3. Step-by-Step: How to Show a Sale Price for a Single Product
4. Managing Sale Prices for Products with Variants
5. Bulk Editing Sale Prices Across Your Catalog
6. Why Your Sale Price Might Not Be Appearing
7. Beyond the Strikethrough: Strategic Discounting for Digital Growth
8. The Psychology of Sale Pricing in E-Learning
9. Leveraging Tevello for Your Sale Strategy
10. Bundling as a "Sale" Strategy
11. Troubleshooting: When Sale Prices Don't Align with Marketing
12. The Power of the 0% Transaction Fee
13. Practical Scenario: The "Artisan Bread" Merchant
14. Maintaining Brand Integrity During Sales
15. Conclusion
16. FAQ

Introduction

Did you know that nearly 94% of online shoppers invest time in searching for a discount before they even consider clicking the "checkout" button? This behavior isn't just about saving a few dollars; it is a psychological phenomenon rooted in the "anchoring effect." When a customer sees a higher original price crossed out next to a lower current price, their brain immediately perceives a gain in value. For a Shopify merchant, mastering the display of sale prices is not merely a technical task—it is a foundational pillar of high-converting e-commerce strategy. Whether you are clearing out physical inventory to make room for new seasonal stock or launching a limited-time offer on a digital masterclass, the visual representation of that discount is what bridges the gap between a "maybe" and a "buy now."

The purpose of this guide is to provide a granular, step-by-step walkthrough of how to show a sale price on Shopify across various product types and scenarios. We will delve into the native Shopify admin settings, explore bulk editing techniques for large catalogs, and discuss how to troubleshoot common display issues that might be hiding your hard-earned discounts from public view. Beyond the technical "how-to," we will also explore how to leverage sale prices strategically to grow more stable, recurring revenue streams.

At Tevello, our mission is to turn any Shopify store into a digital learning powerhouse. We believe that your storefront should be a unified ecosystem where physical goods and high-margin digital products coexist seamlessly. By the end of this article, you will not only know how to toggle the "Compare at price" field, but you will also understand how to use these price adjustments to increase Customer Lifetime Value (LTV) and build deeper brand loyalty. The core thesis of this guide is simple: a well-executed sale price strategy, combined with the right digital infrastructure, transforms a one-time discount into a long-term growth engine for your brand.

Understanding the "Compare at Price" Logic

Before clicking through your Shopify admin, it is vital to understand the terminology Shopify uses to handle sales. Unlike some platforms that have a "discount" checkbox, Shopify uses two primary fields: the Price and the Compare at price.

The Price field is the amount you are currently charging the customer. This is the value that will be sent to the payment gateway. The Compare at price field is the original, higher price of the product. When you enter a value into the "Compare at price" field that is higher than the "Price" field, Shopify’s liquid code (the language that builds your theme) automatically triggers the "Sale" badge and the strikethrough effect on the storefront.

For example, if you are selling a "Hand-Roasted Coffee Starter Kit" for $50, but you want to run a holiday promotion, you would change the Price to $35 and set the Compare at price to $50. On your website, the $50 will appear with a line through it, and the $35 will be highlighted, often in a different color or with a "Sale" tag attached to the product image.

Step-by-Step: How to Show a Sale Price for a Single Product

For merchants with a boutique selection or those testing a new product launch, the manual method is the most straightforward.

1. Log in to your Shopify Admin: Navigate to the Products section on the left-hand sidebar.
2. Select Your Product: Click on the title of the product you wish to discount.
3. Navigate to the Pricing Section: Scroll down until you see the "Pricing" card.
4. Enter the Sale Details:
   • In the Price field, enter the new, lower sale price.
   • In the Compare at price field, enter the original, higher price.
5. Save Your Changes: Click the "Save" button at the top or bottom of the screen.

It is important to ensure that your "Compare at price" is indeed higher than your "Price." If the "Compare at price" is lower or equal, Shopify will ignore it, and no sale indicators will appear on your site. This simple logic ensures that you don't accidentally display a "sale" that is actually a price hike.

Managing Sale Prices for Products with Variants

If your product comes in different sizes, colors, or versions, the process is slightly different. Variants allow for more granular control, which is essential if only specific items are on sale (for instance, if you have excess stock of "Small" shirts but "Large" is selling out at full price).

To edit variants:

1. Open the product page in the admin.
2. Scroll down to the Variants section.
3. You can edit each variant individually by clicking on its title, or use the bulk checkbox to select multiple variants and click Edit prices.
4. Just as with single products, fill in the Price and Compare at price fields for each variant.

This level of detail is particularly useful for merchants using Tevello to offer tiered learning experiences. Imagine a merchant selling gardening supplies who also offers a "Sustainable Gardening Masterclass." They might have a "Basic" variant and a "Pro" variant of the course. If they want to run a flash sale on the "Pro" version to encourage more community engagement, they can adjust the pricing for that specific variant while keeping the "Basic" version at its standard price.

Bulk Editing Sale Prices Across Your Catalog

Changing prices one by one is fine for five products, but for fifty or five hundred, you need a more efficient workflow. Shopify provides two excellent native tools for this: the Bulk Editor and CSV imports.

Using the Shopify Bulk Editor

The Bulk Editor is a spreadsheet-like interface within the Shopify admin. To use it:

1. Go to Products.
2. Select the products you want to change using the checkboxes.
3. Click on Bulk edit.
4. If the "Compare at price" column isn't visible, click on Columns and check the "Compare at price" box.
5. Update your prices in the table and click Save.

Using CSV Files for Large-Scale Changes

For massive seasonal sales (like Black Friday), many merchants prefer to work in Excel or Google Sheets.

1. Export your product list to a CSV file.
2. Locate the "Variant Price" and "Variant Compare At Price" columns.
3. Update the values as needed.
4. Import the CSV back into Shopify, ensuring you select the option to "Overwrite any current products that have the same handle."

Why Your Sale Price Might Not Be Appearing

Occasionally, you might set your prices correctly in the admin, but the "Sale" badge or strikethrough price doesn't appear on the live site. Here are the most common reasons and how to fix them:

1. Theme Configuration

Some Shopify themes require you to "enable" sale badges in the theme customizer. Navigate to Online Store > Themes > Customize. Check the product page and collection page settings to ensure that sale labels are toggled on. If you are seeing how the app natively integrates with Shopify, you will notice that we design our course portals to respect your theme's existing styling, ensuring a cohesive look even during sales.

2. Cache and Preview Issues

If you have just saved your changes, it may take a minute or a hard refresh (Ctrl+F5 or Cmd+Shift+R) for the storefront to update. Occasionally, Shopify's CDN (Content Delivery Network) takes a moment to propagate the new price to all global servers.

3. App Overrides

If you use a third-party discount app or a dynamic pricing app, these can sometimes override the manual "Compare at price" settings. Ensure that your automated discounting rules aren't conflicting with your manual price entries.

4. Currency Formatting

If you have customized your currency formatting in Settings > Store details, ensure that the HTML for the "Email with currency" and "HTML with currency" fields still contains the necessary liquid tags to display prices properly.

Beyond the Strikethrough: Strategic Discounting for Digital Growth

Displaying a sale price is a tactical move, but the strategy behind it is what determines your long-term success. One of the most effective ways to use sale prices is to transition a customer from a one-time physical purchase to a recurring digital relationship.

Consider a merchant who sells high-end photography equipment. Selling a camera is a great one-time transaction. However, by offering a "Landscape Photography Masterclass" as a digital product, the merchant adds a high-margin item to their store. During a summer sale, they could show a sale price on the camera, but then offer the course at a 50% discount if bundled. This doesn't just clear inventory; it builds a community of learners who will likely return to that store for their next lens or accessory.

At Tevello, we advocate for digital products that live directly alongside physical stock. This integration is crucial because it keeps the customer on your URL, under your brand, rather than sending them to a third-party platform. When you show a sale price for a digital course, the perceived value remains high because the customer sees the "anchor" price, but the barrier to entry is lowered.

The Psychology of Sale Pricing in E-Learning

When selling online courses or memberships, pricing psychology shifts slightly compared to physical goods. With a physical product, a 70% off sale might signal a "clearance" of defective or unwanted items. In the digital world, a deep discount is often viewed as an "introductory offer" or a "community growth initiative."

When you use Tevello to host your curriculum, you have the flexibility to experiment with these price points. Because we offer a flat-rate plan that supports unlimited members, your profit margins actually increase as your sale attracts more students. You aren't penalized for your success with per-user fees.

For instance, if you are generating revenue from both physical and digital goods, you can use sale prices to drive traffic to your most engaging content. A merchant selling crochet patterns and yarn might offer a "New Hobbyist" bundle where the beginner course is marked down significantly. This "sale price" acts as a lead magnet, bringing users into a membership area where they can then be upsold to more advanced (and full-priced) workshops.

Leveraging Tevello for Your Sale Strategy

While Shopify handles the core price display, Tevello provides the infrastructure to deliver on the promise of that sale. If you are looking to "turn any Shopify store into a digital learning powerhouse," the way you present your value proposition is key.

Our platform is built to ensure that all the key features for courses and communities are accessible under your own brand. This means that when a customer sees a sale price on your Shopify store, clicks "Buy," and receives their login, the transition is seamless. There is no confusing redirect to a different website or a different login system. This "Native Shopify Integration" is what allows brands to maintain a high level of trust, which is essential when asking customers to invest in their own education.

If unifying your stack is a priority, start by a simple, all-in-one price for unlimited courses.

Case Study: Scaling with Fixed Costs

One of the biggest fears merchants have when running a massive sale is that their overhead will eat their profits. If you are using a platform that takes a 5% or 10% "success fee" on every sale, a 50% off discount can become financially dangerous.

By contrast, we believe in predictable pricing without hidden transaction fees. Whether you sell 10 courses during your sale or 10,000, your Tevello cost remains $29.99 per month on the Unlimited Plan. This allows you to aggressively use sale prices to capture market share, knowing that 100% of the revenue (minus your standard Shopify payment gateway fees) stays in your pocket. This is how brands are securing a fixed cost structure for digital products while scaling their impact.

Bundling as a "Sale" Strategy

Another way to "show a sale price" without actually discounting your main product is through bundling. Shopify’s "Compare at price" logic works beautifully for bundles. You can create a "Digital + Physical" bundle product where the price is lower than the sum of the individual items.

For a merchant selling fitness equipment, a "Home Gym Starter Pack" could include:

• Resistance Bands (Regularly $30)
• A 12-Week Transformation Video Course (Regularly $99)
• Total Individual Value: $129
• Bundle Price: $89

In this scenario, you would set the Price to $89 and the Compare at price to $129. This shows the customer an immediate $40 saving. Because the video course has near-zero fulfillment costs, this "sale" is incredibly profitable. You are essentially using the perceived value of the digital product to drive the sale of the physical inventory. We have seen merchants excel at this, with some generating revenue from both physical and digital goods in ways that traditional retailers simply cannot match.

Troubleshooting: When Sale Prices Don't Align with Marketing

A common mistake merchants make is running an ad or sending an email featuring a sale price, only for the customer to land on a page where the price hasn't updated. To avoid this:

1. Schedule Your Sales: Use Shopify's scheduling features (available on certain plans or via apps) to ensure prices flip exactly when your marketing goes live.
2. Verify Multi-Currency Settings: If you sell globally using Shopify Markets, remember that sale prices need to be adjusted for each currency or set to calculate automatically. Ensure your "Compare at prices" are also converted accurately so the discount percentage looks consistent across all regions.
3. Check Collection Filters: If your "Sale" collection is automated (based on the "Compare at price" is not empty condition), it may take a few minutes for new products to populate into that collection after you update them.

For larger brands, managing these complexities is about reducing friction. We have seen how migrating over 14,000 members and reducing support tickets can happen simply by unifying a fragmented system into a single Shopify store. When your pricing, your products, and your learning community all live in one place, the chance for technical errors during a sale drops significantly.

The Power of the 0% Transaction Fee

When you are learning how to show a sale price on Shopify, you are essentially looking for ways to maximize your margin and conversion. The last thing you want is a "success tax" on those efforts. Most LMS (Learning Management System) platforms or course hosting sites charge a percentage of your sales. This means the more successful your sale is, the more they take.

We reject this model. Our commitment to 0% transaction fees means that your $29.99 monthly investment is the only thing you pay us. This transparency builds trust and allows you to plan your marketing budget with precision. You can install Tevello from the Shopify App Store today and start building your curriculum during a 14-day free trial. This means you can have your entire sale strategy—including your courses, your community tiers, and your discounted bundles—ready to launch before you even pay your first subscription fee.

Practical Scenario: The "Artisan Bread" Merchant

Let’s look at a practical application of these concepts. Imagine a merchant who sells premium sourdough starter and baking kits. Their goal is to increase their "Customer Lifetime Value."

1. The Sale: They decide to run a "Bake at Home" spring sale. They set the sourdough kit's Price to $45 and the Compare at price to $60.
2. The Upsell: On the product page, they offer an "Advanced Sourdough Mastery" video course.
3. The Tevello Integration: The course is hosted on Tevello, keeping the user on bread-brand.com/pages/courses.
4. The Community: The course includes access to a private "Bakers Forum" (a community feature in Tevello) where students share photos of their loaves.
5. The Result: The sale price on the kit gets the customer in the door. The high-quality digital content keeps them engaged with the brand. Within three months, that customer returns to buy specialized flour and Dutch ovens—at full price—because they are now part of the brand’s ecosystem.

This is the "digital learning powerhouse" model in action. It’s not just about a strikethrough price; it’s about using that visual cue to initiate a long-term relationship. One brand even sold $112K+ by bundling courses using exactly this method.

Maintaining Brand Integrity During Sales

While sales are powerful, overusing them can devalue your brand. If your store is "always on sale," customers will eventually refuse to pay full price. To avoid this:

• Use Clear Reasons for the Sale: (e.g., Anniversary Sale, End of Season, Launch Week).
• Limit the Duration: Use countdown timers to create genuine urgency.
• Focus on Value over Price: Even when showing a sale price, emphasize what the customer gains (e.g., "Save $20 and master a new skill today").

By securing a fixed cost structure for digital products, you have more room to be generous with your community without hurting your bottom line. You can offer "member-only" sales that aren't visible to the general public, rewarding loyalty and encouraging more people to join your digital community.

Conclusion

Mastering how to show a sale price on Shopify is a vital skill for any merchant looking to grow in the competitive e-commerce space. By understanding the "Compare at price" logic, utilizing bulk editing tools, and troubleshooting display issues, you create a professional and persuasive shopping experience. However, the true potential of Shopify lies in going beyond physical sales and tapping into the high-margin world of digital products and memberships.

At Tevello, we are here to support that journey. Whether you are migrating over 14,000 members and reducing support tickets or launching your very first digital guide, our app provides the native, seamless experience your customers deserve. Remember, with our Unlimited Plan, you get unlimited courses, students, and video hosting for just $29.99 a month, with 0% transaction fees. You keep 100% of what you earn, allowing you to reinvest in your brand’s growth and community.

To build your community without leaving Shopify, start by reviewing the Shopify App Store listing merchants install from.

FAQ

1. Can I show a sale price for only a specific group of customers?

Yes, but not through the standard "Compare at price" field alone. To show discounted prices only to specific customers (like members or wholesalers), you would typically use Shopify's "Automatic Discounts" applied to specific customer tags or a specialized app. However, with Tevello, you can create exclusive "Member Only" areas where the perceived value of your content is a reward for their loyalty, effectively acting as a private sale.

2. Does changing the "Compare at price" affect my Shopify analytics?

Yes. Shopify’s reports, such as the "Sales over time" and "Average order value" reports, will reflect the actual Price paid by the customer. The "Compare at price" is primarily a visual tool for the storefront and does not represent actual revenue in your financial reports.

3. Will my sale prices sync with Facebook and Instagram shops?

Generally, yes. Most social media integrations for Shopify pull the "Price" and "Compare at price" data. If set correctly in Shopify, your Facebook and Instagram listings should also show the strikethrough price and the "Sale" tag, maintaining consistency across your marketing channels.

4. How do I remove sale prices in bulk once my promotion is over?

To end a sale, you need to clear the Compare at price field. The fastest way is to use the Bulk Editor. Select all products, open the Bulk Editor, and delete the values in the "Compare at price" column. Once saved, the "Sale" badges and strikethrough prices will immediately disappear from your storefront.