The document discusses how fitness businesses reduce prices after New Year's to capitalize on resolution-driven demand. It analyzes this strategy through the economic concepts of:
- Price elasticity of demand - Lower prices attract more customers if demand is elastic.
- Cross-price elasticity - Reducing prices of some offerings makes them more attractive compared to alternatives.
- Time elasticity - Demand is higher at the start of the year due to motivations from resolutions, so prices are lowered to benefit.
By considering these elasticities, businesses can determine optimal price reductions to increase sales and profits from the temporary spike in demand.