Overly restrictive limited-time offers can significantly hurt sales. Research indicates that a short duration, like a 2-hour sale with strict refund limits, can decrease sales by up to 68% compared to offers without time limits. The evidence suggests that a 24-hour time frame strikes the right balance. It creates urgency while allowing customers enough time to make a decision, which in turn improves their buying behavior. In a series of experiments, participants were more likely to purchase items when they had a full day to decide rather than just an hour or even a minute. For instance, shoppers spent 56.6% more at a charity for chocolates with a 1-day deal compared to a 1-hour deal. Flexible website navigation and generous return policies also boosted sales. Customers are less inclined to buy when they feel pressured, especially if their ability to browse is restricted. Highlighting potential regret can further enhance the appeal of limited-time offers. Messaging that evokes fear of missing out (FOMO) makes consumers more likely to act. For example, phrases like “Buy now or regret it later” can increase purchase likelihood significantly. On the flip side, using too many restrictions can trigger psychological reactance, making customers resistant to the offer. This research is particularly relevant for B2C promotions, but there's potential to test these findings in B2B contexts as well.