What Shutterfly changed

• Replaced a 50% off cards deal with a "10 FREE Cards" or "20 Free with 100+" offer (Code: FREECARDS).
• Swapped a "Buy 1, Get 1 Free" photo book deal for a flat "$10 Off" offer (Code: PBDEAL).
• Changed the $19.99 canvas print promotion to a $9.99 desktop plaque offer (Code: CHERISH).
• Updated the site-wide discount from "50% Off Everything" to "50% Off Almost Everything."
• Extended all major promotional deadlines from October 11 to October 18.

The company has shifted from percentage-based discounts to specific "free product" and "fixed dollar off" offers. This change likely aims to drive higher volume for cards and entry-level gift items as the holiday season approaches.

• Replaced a tiered discount (50% off $49+) with a "Buy 1, Get 1 FREE Photo Books" offer using code MEMORIES.
• Swapped a free address label offer for a "50% Off All Cards" promotion with no code required.
• Added a new site-wide "Up to 50% Off Everything" promotion.
• Introduced a specific $19.99 deal for 8x10 Canvas Prints.
• Extended all new promotional deadlines to Sunday, October 11.

The company has shifted its promotional focus from general percentage discounts to a high-value "Buy One, Get One" offer on photo books. This suggests they are aggressively pushing their core product category to increase order volume as the holiday season approaches.

• Added a new promotional offer: "4 FREE Gifts - Code: 4GIFTS, Ends Wed, Oct 7."
• Updated the wedding stationery accessories section, though the primary content remains focused on new belly bands and vellum jackets.

The competitor is using a high-value "free gift" bundle to drive sales during a specific promotional window. This aggressive discounting strategy aims to increase cart sizes and customer acquisition before the holiday rush.