A firm could offer a pricing decision such as marking all cold and cough medications $10\%$ off right before or at the beginning of cold$/$flu season. This could cause consumers to stock up before they need the items. This promotion could increase sales in the short term. If the promotion decision is not optimal, the firm could return the price to regular pricing, offer a smaller discount promotion such as $5\%$ or offer a better promotion such as if you purchase a cough or cold medication at regular price, you receive a free item.