Sales are considered to be one of the most important functions of marketing, which is why companies make great efforts to achieve the desired sales process. The sale itself is preceded by the marketing and advertising of the product and/or service, through which consumers obtain information about the product and therefore decide to buy for the most part. Sales promotion is a set of activities that directly affect all participants in the sales and purchase process by providing information, training, advice to facilitate and accelerate the sale of goods and services, and increase the image of the economic entity, and it is considered to be a somewhat more direct form of promotion that affects to increase the corporate image and create favorable pre-emptive situations and attract new consumers. Also, by improving sales, the company makes it easier and easier to market a product and increases customer loyalty to certain product brands. This paper analyzes sales promotion as an element of promotion on the example of Jysk.