Average order value because it's encouraging people to buy more so they might be getting a 20 discount but they might be buying 50 more products so you're actually getting more even though it's a discount whereas if you have a flat 20 discount without volume elements to that then people will literally pay 20 less so that has a dramatically different impact on your revenue in fact i have a similar story about when we do black friday sales of our plugins at barn 2 we obviously you don't buy a quantity of plugins but we do offer different license options and a lifetime option number of size so there are ways to spend more on the same plugin and whenever we do a black friday discount of something like 40 just flats then we end up getting more revenue per customer the average order value is the same or slightly higher during black friday and when we analyze that it's because the fact that

Yeah, bundling for sure is an effective strategy to bring up your AOV. And therefore, as you mentioned, like there's a financial calculation to be had where you're going to make more money off the extra order value compared to what the discount that you give is. I mean, another one that, you can do without even having to discount is adding on another gift, right? So, you know, the part of the issue with, with having sales throughout the holiday season is that again, you're, you're cheapening your own product, right? By, and training your customers to look for discounts. But what if you discounted in a different type of way, adding on a gift instead of giving a discount or offered a resale program?