Discount codes and money-saving coupons are extremely effective marketing tools for a wide range of businesses. Businesses who offer active discount codes are eight times more likely to make a sale than retailers who do not offer discounts, according to some estimates. The use of discounts can assist merchants in a variety of ways, including acquiring new consumers, increasing the loyalty of existing customers, reducing the likelihood that online shoppers would abandon a shopping cart, and ensuring that brands keep their competitive advantage over competitors.