Should I adjust discounts based on seasonality?

As a Shopify store owner in the fashion and beauty space, I've learned that not all discount periods are created equal. Every year, I watch my sales metrics closely during key seasons like Black Friday, Christmas, and summer sales events. But here's my real challenge: how do I create smart, targeted discounts that actually boost my bottom line without training my customers to always expect massive markdowns? I'm tired of generic, site-wide sales that crush my margins. Last holiday season, I practically gave away inventory, and my profit margins looked more like a sad, deflated holiday balloon. I need a strategic approach that creates genuine urgency, protects my brand's perceived value, and actually converts browsers into buyers. My goal isn't just to slash prices—it's to design intelligent, time-limited offers that feel exclusive and drive real revenue. I want a system that understands customer intent, creates personalized offers, and gives me granular control over when and how discounts are presented.