The Editor's Take: Let’s All Survive, Then Thrive

Bundle items together, and let customers know they’re less expensive as a package than they ordinarily would be when sold separately. But don’t try to make it look as if you’re a low-cost leader, because you can’t be. Still, loyal customers or consumers who find you via search want value — real or perceived — and bundled items appeal to them. Be sure what you bundle is your good stuff, not the cheapest junk you’re trying to unload. And to reprise a past suggestion I made in this space: Sell needs, not wants, this year.