How Smart Pricing Psychology Made This CPG Seller Extra $50k in 2025

The best brands don’t just sell products; they sell offers that feel irresistible. Whether it’s a bundle, a limited-time deal, or a strategic price point, the way you structure pricing can make or break sales.

Today on TikTok shop sellers are constantly testing new ways to maximize revenue per customer —- smart bundling, price anchoring, and free shipping incentives 

In this post, I want to break down how David Protein, structured its pricing strategies and offerings to drive impressive results.

The standout? David Protein’s Jumbo Pack. It generated over $38K in GMV, despite the fact that:

✅ The top-performing TikTok video only focused on two new flavors—but the affiliate linked the Jumbo Pack instead to his videos

✅ Most affiliates only reviewed two new flavors 

✅ Customers still bought the $33.74 Jumbo Pack over smaller and cheaper individual packs

So why did this work so well? Let’s break down the pricing psychology behind this success and how you can use these principles to increase AOV and GMV—without discounts.

1. The Power of Perceived Value

Customers don’t buy just based on price. They buy what feels like the best deal.

David Protein’s Jumbo Pack includes two sets of all six flavors, priced at $33.74 when initially launching (now the price is at $45). Meanwhile, a single set of all six flavors costs $24.

At first glance, the Jumbo Pack looks like a no-brainer deal: ✅ More product for a slightly higher price ✅ Lower perceived cost per unit ✅ Feels like a discount—even though it’s just a well-positioned offer

Key takeaway: Always position a slightly higher-priced bundle next to a smaller option to make it look like a steal.

2. Decoy Pricing: Making the Bigger Bundle a No-Brainer

A big mistake brands make? Offering only one pricing option.

David Protein structured its pricing strategically:

• Single Set (6 flavors) – $24

• Mid-Tier Pack (2 sets) – $29

• Jumbo Pack (2 sets, all flavors) – $33.74

🚀 Why does this work? The $29 option isn’t designed to be the best deal—it’s designed to push customers to buy the Jumbo Pack.

For just a few dollars more, customers feel like they’re getting way more value.

Key takeaway: Introduce a mid-tier option to make the highest-tier bundle look like the best deal. Many top CPG sellers are doing tiered pricings, such as Prime Bites and Neuro Gum.

3. Scarcity & FOMO: Creating Urgency to Buy Now

Customers act faster when they think they might miss out.

The top-performing TikTok video in this campaign reviewed just two new flavors—but linked the Jumbo Pack.

Why did that work?

✅ People assumed the new flavors were exclusive to the Jumbo Pack 

✅ New flavors = high curiosity, high demand

✅ Customers rushed to buy before they “ran out”

Even though the new flavors weren’t actually limited edition, the perceived urgency boosted conversions.

Key takeaway: Frame new products as “Limited-Time Launch Bundles”—even if they’ll be available later. Sidenote: no need to send the entire jumbo pack in samples. Just send the new flavors/variants that aren’t in the original set to save cost.

4. The Psychological Price Sweet Spot

Would you rather pay $34 or $33.97?

Even though the difference is tiny, $33.97 feels significantly cheaper due to psychological thresholds.

David Protein priced the Jumbo Pack at $33.74, subtly reinforcing the perception of a better deal than if it were priced at $34 or $35.

🔹 Key takeaway: Price your product just below major pricing thresholds. Test using .97, .74, or .99 endings to make your price feel lower while maintaining strong margins.

5. Free Bonus Effect: Framing It as a Better Deal

People love getting something extra for free—even if it’s already built into the pricing.

David Protein’s Jumbo Pack contains two sets of all six flavors, but it could have been positioned as: ✅ “Buy 4, Get 2 Free” instead of just listing 6 flavors.

This small shift in messaging makes the same price feel like a better deal without reducing revenue.

🔹 Key takeaway: Always frame bundles as bonus-driven instead of just larger quantities.

Final Takeaways: Apply These Pricing Tactics to Your Offers

Want to increase AOV & GMV without slashing prices? Here’s what to do next:

✅ Use decoy pricing – Add a middle-tier option to make the biggest bundle feel like the best choice.

Instead of just offering one or two bundles, structure your pricing around three tiers:

1. Small Pack (One Set - $24)

   • Positioned as the lowest-cost entry point.

   • Key role: Makes the next tier look more valuable.

2. Mid-Tier Pack (Two Sets - $29)

   • Slightly higher than the small pack, but not the best value.

   • Key role: Pushes customers to buy the largest pack.

3. Jumbo Pack (Full Bundle - $33.99)

   • Positioned as the best deal with the most perceived value.

   • Key role: Drives customers toward the highest GMV offer.

✅ Frame your best offer as “Bonus Value” – e.g., “Buy 4, Get 2 Free” instead of just a 6-pack.

✅ Create urgency – Market new flavors as limited edition, even if they aren’t. 

✅ Optimize pricing psychology – Price just below psychological thresholds ($33.97 vs. $34).

Smart pricing isn’t about lowering prices—it’s about increasing perceived value.

Try these tactics and watch your GMV grow. 🚀

What’s your favorite pricing strategy? Reply and let me know! 👇