Seasonal discounts are appropriate to reward customers who purchase during off-peak times. They often serve to increase sales at the beginning of peak seasons. Promotional discounts are short-term, to drive sales. Using promotional discounts too often trains consumers to wait for the sale and may damage the overall profitability of the product. Loss leaders are discounted items designed to bring customers into the store, where they will hopefully purchase more profitable products as well. Loss leaders should be recognized brands that are used frequently. Loss leader items change regularly to keep customers coming back.