There are some pricing strategies that will cause you to lose customers if you change them in the future, especially those that start out with huge discounts.  When you start a brand or company and, in the beginning, offer 30% -35% discounts.  Then, two months later, you change your weekly newsletter coupons to 10%-15% off.  You will lose customers because you've gotten them used to bigger discounts.  As a good rule of thumb, save big discounts for big events and holidays.  That is, unless you are using Penetration and loss-leader pricing, which still will have some customer fall-off.  But the pros far outweigh the cons.