So it might be disheartening to see the new year start with a slew of January sales; but don't dismay, as by stocking good value products in the first place, you can continue to sell at attractive prices without having to devalue your stock.
Consumers aren't necessarily looking for a discount - they don't always care if a product was ever priced higher than it is on the day they buy it, as long as they still feel like they are getting value for money.
By stocking good value products in the first place, you can actually benefit from the extra footfall of the January sales season, without having to lower any of your own prices.
There are other benefits of the post-Christmas period too, as shoppers are often looking to pick up some of the items they might have expected to get as Christmas gifts.
If their loved ones didn't happen to get them the items they were hoping for, again the January sales can entice consumers out into the cold to go hunt down what they want.
And as these purchases are often driven by necessity rather than desire, if you happen to have the right item there is a strong chance of making a sale, without it needing to be discounted.
Many shoppers will be buying for themselves, but with money they received as a Christmas gift - which can again make a slightly higher price more bearable for a desired item.
When you're paying with money that was given to you, it's much easier to talk yourself into paying an extra pound or two, which yet again means that 'value' is not the same as 'cheap' in the January sales season.
But it all begins with getting the right things in stock as soon as possible after Christmas is out of the way, and filling in any gaps in your inventory where you may have sold out of traditional gift items.
Take a little time (although not too long!) to really look at what spaces you have on your shelves in the wake of Christmas, and what would be ideal to fill those gaps in the new year.
With a little careful planning, you'll be perfectly positioned to take full advantage of the footfall and spending frenzy of the January sales, without actually needing to discount your own products at all.