The holiday season can be one of the busiest times of year for pharmacies. Not only does it mark the beginning of cold and flu season, but the demand for over-the-counter products also increases. Before you find yourself swept up in the holiday rush, it’s important to make sure your pharmacy is prepared.

Until recently, the process and cost of obtaining hearing aids has been a barrier for many patients. In fact, an estimated 30 million U.S. adults could benefit from hearing aids, but only 1 in every 5 are using them. This significant gap in care led the FDA to develop regulations for a new category of hearing aids that are available over the counter.

Contrary to what you may think, most purchases are still being made in store – not online. What is changing is the customer’s path to purchase, and whether they end up in your store. Now, shoppers are spending more time online, planning and researching before making a purchase. In fact, nearly half of consumers confirm product availability online before making a trip to the store.

Discounts are a great way to entice customers to purchase over-the-counter items while they’re at your pharmacy. When used correctly, they not only help you retain and attract new customers but can increase your sales as well. To prevent your bottom line from taking a hit, it’s important to think through how and when you offer discounts – and who they’re offered to.